there is disclosed a method of presenting advertisements on devices or apparatus in which software applications can be installed , pre - installed , or run . the invention involves the identification of stages of use of the apps , and of advert types for presenting on the devices , and of subsets of those advert types suitable for those stages . the method includes the steps of providing software codes for implementation in apps , and adapted to configure the apps to cause advert types from the subsets to be presented on the devices during relevant stages . the method also includes becoming eligible for remuneration when predetermined interactions occur between device users and the advertisements .