Abstract: Determining if users should receive mobile advertisements comprises receiving, by a server at an advertisement provider system, usage data for an application provided by an application developer system and operating on a user computing device. The server analyzes the user usage data to develop a profile of the interaction of the user with the application, and identifies an amount of money spent by the user in conjunction with the application. The server estimates a lifetime spending value of the user based on the identified user spending. The application developer system transmits rules for determining an advertising schedule for advertisements to be provided based on the estimated lifetime value of the user. The server receives a notification that the user is interacting with the application and provides a particular advertisement to the user to the user on the application module of the application based on the determined advertising schedule.