What is In-App Advertising

India holds the second top position in terms of size of the mobile market industry. Indians use their phone primarily to retrieve information, to educate themselves, for entertainment, and for communication. It is also noteworthy that a major chunk of these mobile phone users is Generation Y. They are tech savvy, keen for new technology, and have high income with high spending capacity. Different features of mobile phones such as Bluetooth, multimedia messaging, SMS, QR codes, and apps are frequently used by Generation Y. However, the problem with this generation is that they have a very short span of attention. In this paper, the authors explain the attitude of Generation Y in India towards the mobile applications and in-app advertising, as well as different interesting domains of mobile marketing in the context of India.