An in-app recommending system is provided. The in-app recommending system includes an in-app module interworking unit configured to periodically collect state information of a particular application having an in-app module from a user terminal in which the in-app module is installed, the in-app module being an application in the form of a component which can be inserted into a plurality of unspecified applications to provide a common service, a user analyzing unit configured to generate recommendation information of multimedia content on the basis of the state information of the particular application, the multimedia content including an application and digital content, and a transmission unit configured to push-transmit the recommendation information to the in-app module of the user terminal.