Google announced the release of a new ebook called The No-nonsense Guide to In-App Ads, which is designed to give you a comprehensive overview of in-app advertising. It covers eCPM, Fill Rate, Demand, Inventory, how businesses make money from advertising, how PPC works, a basic explanation of ad networks and how they can help you monetize your app, and how to choose the right ad network.

This is the latest in Google’s “No-nonsense” series, which also includes ebooks on growing your app and app monetization. This one is obviously an extension of that.

“A clear trend is emerging in the world of smartphones – people want free apps. According to a study by Juniper Research, barely 1% of apps are now paid for at the point of download,” says Joe Salisbury, product specialist for Google’s AdMob. “While demand for free apps continues to increase, app developers are answering a very important question, ‘what’s the best way to publish my app for free while sustainably funding my business?'”

“Many of the world’s most popular apps rely heavily on in-app advertising to earn income,” he adds. “Apps like PicsArts and Trivia Crack each have hundreds of millions of downloads and use advertising as a revenue source. In-app ads are evolving and there are many options for developers to utilize which provide great experiences for users.”