In-App Advertising Market Report 2026

The in-app advertising market size has grown exponentially in recent years. It will grow from $173.35 billion in 2025 to $208.76 billion in 2026 at a compound annual growth rate (CAGR) of 20.4%. The growth in the historic period can be attributed to increasing smartphone penetration, growth of mobile applications, rising internet connectivity, early adoption of digital marketing, demand for targeted advertising.

The in-app advertising market size is expected to see rapid growth in the next few years. It will grow to $431.81 billion in 2030 at a compound annual growth rate (CAGR) of 19.9%. The growth in the forecast period can be attributed to expansion of mobile gaming apps, adoption of AI-driven ad platforms, growth in OTT & streaming apps, integration of AR/VR in apps, demand for in-app video advertising. Major trends in the forecast period include interactive ad formats, personalized user targeting, app monetization optimization, programmatic advertising adoption, data-driven campaign analytics.

The rising use of smartphones and tablets is propelling the in-app advertising market forward. Smartphones are mobile devices capable of performing a wider array of functions beyond voice calls and messaging, while tablets feature a larger touchscreen interface than smartphones. The increased adoption of these devices boosts mobile application usage, which in turn hosts in-app advertisements. Ad publishers create highly targeted and personalized ads through in-app mobile advertising, enhancing the chances that users will find them appealing and engage with them. For example, in April 2023, the International Telecommunication Union (ITU), a Switzerland-based United Nations specialized agency for information and communication technologies, reported that there were over 8.58 billion mobile subscriptions globally in 2022, with a projected increase to 8.9 billion in 2023, amidst a global population of 7.95 billion halfway through the year. Thus, the expansion of mobile devices and connectivity is driving the growth of the field service management market.

Leading companies in the in-app advertising market are concentrating on advanced data analytics and personalized marketing strategies to improve user engagement and maximize advertising effectiveness, thus transforming the mobile app ecosystem into a profitable platform for advertisers. Adobe's AI-driven mobile application, Adobe Express, serves as a creative tool designed to simplify content creation by providing features for producing social media posts, videos, flyers, and logos, all supported by Adobe Firefly generative AI technology. For example, in April 2024, Adobe Inc., a US-based software company, introduced the AI-powered mobile app Adobe Express, which incorporates Adobe Firefly, a generative artificial intelligence (GenAI) tool. This application aims to streamline the creative workflow for content creators by offering functionalities that assist users in making social media posts, videos, flyers, logos, and more, thereby making high-quality content more accessible to a wider audience.

In June 2024, Verve Group SE, a digital advertising technology company based in Sweden, acquired Jun Group for $185 million. With this acquisition, Verve plans to strengthen its mobile in-app advertising and connected-TV capabilities by incorporating Jun Group’s premium ad inventory, interactive ad formats, and established relationships with Fortune 500 advertisers and media agencies. Jun Group is a US-based mobile advertising firm that delivers in-app advertising and audience engagement solutions for brands, publishers, and agencies.

Major companies operating in the in-app advertising market are Amobee Inc., Apple Inc., BYYD Inc., Chartboost, Meta Platforms Inc., Flurry, Google AdMob, InMobi Pte Ltd., Tapjoy Inc., Glispa GmbH, Microsoft Corporation, Zoomd Technologies Ltd., AdColony, Amazon.com Inc., AppLovin, Appodeal, Epom Apps, Fyber, IronSource, Media.net, StartApp, Unity Technologies, Liftoff, Mintegral.

North America was the largest region in the in-app advertising market in 2025. 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, South East Asia, 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, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The in-app advertising market includes revenues earned by entities by providing playable ads, rewarded ads, and cross-promotional ads services. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

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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