The App Store and Google Play both allow in-app advertising, but each has specific rules about how intrusive an ad experience is allowed to be — and violating them risks review rejection or removal, not just a bad user experience.
Common policy themes across both stores
Both platforms require a clear, easily tappable way to close or skip an ad, prohibit ads that mimic system UI or app functionality in a deceptive way, and restrict full-screen ads that appear immediately on launch before the user has done anything. Ads that interfere with core app functionality — blocking a button, overlapping critical content — are treated as policy violations regardless of format.
Staying compliant without guessing
The safest approach is to treat each store's published advertising guidelines as the floor, not the ceiling: build frequency capping and placement rules that comfortably clear the stated requirements rather than testing the exact edge of what's technically allowed.