App publishers make 55% of their revenue though ads

"Eighty percent of top publishers use both video and display ads to monetize their apps, according to a report by AdColony made available to Mobile Marketer. Its survey found that ads generate 55% of mobile publisher revenue on average, mainly from video ads (31%).
Publishers are most enthusiastic about playable ads, which let users engage with a videogame after tapping an ad, and immersive ads, per the report. Less than half of app publishers use playables now, with just 25% saying they view them positively.
Pre-roll video ads have the lowest ranking among best user experiences, AdColony found, while 87% of publishers said rewarded video offers one of the best user experiences. In-app purchases have the best effect on the user experience, while subscriptions have the worst."

Source:  Mobile Marketer, 1st August 2017