With the rapid growth of mobile platforms, in-app advertising has emerged as a key component of modern marketing strategies. Understanding the factors influencing consumers' click intentions toward mobile app ads is critical for optimizing engagement and conversion rates. This study examines various determinants, including ad relevance, user experience, perceived value, privacy concerns, and technology literacy, which collectively shape consumer responses to mobile app ads. While technology literacy plays a role in how users interact with digital content, factors like ad design, user motivation, app environment, and contextual relevance also significantly impact click behavior. By analyzing these variables, this research aims to provide marketers with actionable insights to craft more effective and targeted advertising campaigns. The findings will offer a deeper understanding of the drivers behind click intentions, enabling marketers to enhance user engagement and boost ad performance in the increasingly competitive mobile ecosystem.