Incent vs non-incent rewarded traffic: same format, very different users
Rewarded supply isn't one thing. The incentive structure changes downstream quality.
Non-incent rewarded (publisher in-app)
— ✓ Real users mid-session, decent retention if the offer matches context
— ✓ Cleaner fraud profile than offerwalls
— ✗ Higher CPI, harder to scale volume fast
Incent / offerwall (currency for completing your event)
— ✓ Cheap installs and event completions, fast volume for KPI targets
— ✗ Reward-chasers churn hard post-reward, LTV craters, fraud-adjacent
Use non-incent rewarded when you care about retained users and LTV. Use incent only for top-of-funnel goals where the event itself is the value, app-store ranking pushes, event-count contracts, never for retention-driven UA.
Verdict: non-incent rewarded for LTV, incent offerwalls only for volume/ranking pushes you'll discount heavily.
Best for: buyers who keep getting burned by cheap installs that never come back.
In-App Bench
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Incent vs non-incent rewarded traffic: same format, very different users
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