This is not really a question but a muse about what I'm thinking of a better way to monetize mobile traffic via house ads. Yes, I seek your opinions.
If I were to have a "worldwide" popular app at hand, why wouldn't I become an ads agency myself? For example, I can display a banner in my app with contact info so people can contact me directly to publish their ads. I got ads revenue, e.g., on a monthly basis and the channel for paying advertising is by PayPal. So no worry about ads' tapping/clicking, eCPM, etc.
From an advertiser viewpoint, this approach gives a lot more control of how ones would like to place their ads on which apps. Isn't this smarter spending? If more apps adopt this approach, it would certainly impact advertising industry as a whole.
I see a great opportunity for popular apps to monetize in this way, but haven't seen ones. Why? Are there any complications or flaws about this business model?
I know that this is possible if we target house ads locally (e.g. within one's own country), but I would like to expand the possibility worldwide, hence "international" house ads.