In-App Advertising Global Market Report 2024

The in-app advertising market size has grown exponentially in recent years. It will grow from $120.95 billion in 2023 to $146.24 billion in 2024 at a compound annual growth rate (CAGR) of 20.9%. The expansion observed during the historical period can be ascribed to the surge in mobile devices, changes in user behavior, increased monetization prospects for app developers, the evolution of app stores, and the burgeoning growth of app ecosystems.

The in-app advertising market size is expected to see exponential growth in the next few years. It will grow to $305.09 billion in 2028 at a compound annual growth rate (CAGR) of 20.2%. The anticipated growth in the forecast period can be linked to the global expansion of the app market, efforts to mitigate ad fraud, enhancements in user experience, the emergence of new app categories, and the utilization of data-driven targeting and analytics. Key trends expected during this period encompass the dominance of mobile, evolving app monetization strategies, the prevalence of programmatic advertising, advancements in ad formats and creativity, and the increasing importance of data analytics and targeting.

The forward momentum of the in-app advertising market is attributed to the increasing adoption of smartphones and tablets. Smartphones, multifunctional mobile devices extending beyond conventional calls and texts, along with tablets featuring larger touchscreen interfaces, contribute to the proliferation of mobile applications hosting in-app advertisements. Ad publishers leverage in-app mobile advertising to create highly targeted and personalized ads, enhancing the probability of audience engagement. According to the International Data Corporation's Worldwide Quarterly Mobile Phone Tracker report, global smartphone shipments reached 1.38 billion in 2021, marking a 7.7% increase. The upward trajectory was anticipated to persist in 2022, with total shipments expected to reach 1.43 billion, underscoring the driving force of increased smartphone and tablet usage in the in-app advertising market.

The burgeoning e-commerce industry is set to propel the growth of the in-app advertising market. E-commerce, involving online transactions of goods and services, provides an ideal environment for targeted advertising within mobile applications. The industry's rapid expansion facilitates seamless integration of in-app advertising, offering opportunities for targeted promotions and direct purchases within users' shopping experiences. According to a report from the International Trade Administration, it is anticipated that e-commerce for consumer goods will constitute approximately 22% of global retail sales by 2024, with an average annual growth rate exceeding 1%. The report also forecasts an 8% consistent increase in global retail e-commerce sales through 2024, emphasizing the pivotal role of the growing e-commerce sector in driving the in-app advertising market.

Technological advancements emerge as a prominent trend in the in-app advertising market, with major companies introducing innovative platforms and advanced technologies to maintain their market positions. In November 2021, Pixalate, a US-based fraud-protection company, launched the industry's first ad fraud supply path optimization (SPO) technology. This addition to Pixalate's analytics platform empowers customers to select higher-quality paths for delivering ads across various platforms, providing insights and enabling the detection of low-quality inventory resources.

Major players in the in-app advertising market are adopting a strategic partnership approach to enhance the security and authenticity of mobile in-app advertising. In August 2021, HUMAN Security Inc., a US-based cybersecurity company, partnered with InMobi, a Singapore-based mobile advertising technology company. As one of the largest mobile in-app exchanges globally, InMobi's collaboration with HUMAN, implementing MediaGuard across its entire inventory, underscores its commitment to protecting mobile advertisers from fraud. The partnership ensures protection against various forms of SIVT, including background ad activity, concealed ads, app misrepresentation, and measurement manipulation. This commitment extends to providing continuous fraud filtering and measurement across the platform, covering 100% of available inventory on the InMobi Exchange.

In January 2022, ironSource Ltd., an Israel-based business platform for the app economy, acquired Tapjoy, Inc., a US-based mobile advertising and app monetization company, aiming to enhance the ironSource platform for mobile app and game developers through synergies in various areas.

Major companies operating in the in-app advertising market report are Amobee Inc., Apple Inc., BYYD Inc., Chartboost, Meta Platforms Inc., Flurry, Google AdMob, InMobi Pte Ltd., MoPub Inc., America Online Inc., Tapjoy Inc., Tune Group Sdn Bhd, Glispa GmbH, Microsoft Corporation, Zoomd Technologies Ltd., AdColony, Amazon.com Inc., AppLovin, Appodeal, Epom Apps, Fyber, IronSource, Media.net, StartApp, Unity Technologies, Yahoo Advertising, Audience Network, Inneractive, Liftoff, Mintegral.

North America was the largest region in the in-app advertising market in 2023. Asia-Pacific is expected to be the fastest-growing region in the in-app advertising market share during the forecast period. The regions covered in the in-app advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the in-app advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The primary categories of in-app advertising encompass banner ads, interstitial ads, rich media ads, video ads, and native ads. Banner ads, for instance, appear as small rectangles at the top or bottom of the mobile screen. Various platforms such as iOS and Android facilitate these ads, catering to online shopping, messaging, entertainment, gaming, and ticketing.

The in-app advertising market research report is one of a series of new reports that provides in-app advertising market statistics, including in-app advertising industry global market size, regional shares, competitors with an in-app advertising market share, detailed in-app advertising market segments, market trends and opportunities, and any further data you may need to thrive in the in-app advertising industry. This in-app advertising market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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