As mobile advertising industry continues to grow, it becomes more and more apparent that moving all operations into programmatic area is the only way to go. This is how you can accommodate greater and greater advertising volumes, allow ever increasing number of advertisers to manage their ad campaigns efficiently and mobile publishers to maximize their inventory monetization. All mobile ad networks provide users with several types of business models to run ad campaigns with. With CPC model an advertiser is charged for each click made on her or his mobile ads. CPI model implies that advertisers are charged only when a click on their ads resulted into an actual mobile app install.
You can read more here: https://www.businessofapps.com/ads/mobile-ad-network/
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