In-App Advertising Market
Description
The global in-app advertising market was valued at $390.5 billion in 2024, and is projected to reach $952 billion by 2034, growing at a CAGR of 9.2% from 2025 to 2034.
The in-app advertising market includes the network through which advertisements are delivered within mobile applications. It involves strategies, technologies, platforms, and stakeholders responsible for embedding ads in apps using formats like banners, interstitials, videos, and native ads. This market has grown rapidly, fueled by widespread use of smartphones and rise in amount of time users spend on mobile apps. From gaming and social media to news, entertainment, and utility apps, in-app advertising has become a vital revenue stream for app developers and an effective, targeted advertising tool for marketers.
The in-app advertising market growth is driven by rise in collaborations among demand-side platforms (DSPs), supply-side platforms (SSPs), ad networks, and app developers, all of which play key roles in the market. Advertisers utilize DSPs to automate the buying of ad space within apps, while SSPs help publishers manage and sell their ad inventory. These transactions are typically carried out through real-time bidding (RTB) and facilitated by ad exchanges that connect advertisers with available ad space. A major factor driving the growth of the market the ability in-app advertising to deliver highly targeted and relevant ads by using user data such as demographics, location, app usage patterns, and interests.
However, high installation costs and cybersecurity risks are significant challenges limiting the expansion of the substation monitoring system market during the projected period. Implementing Intelligent Electronic Devices (IEDs), wireless sensor networks, and communication infrastructure involves considerable capital investment, which can deter adoption, particularly in regions with tight budgets. Thus, restraining the growth of the market. Moreover, as digitalization advances, concerns over the security of critical infrastructure against cyber threats are growing, presenting another major obstacle to broader market acceptance.
However, challenges such as privacy regulations and ad fraud restrain the market growth. Moreover, continued investments in transparency, data security, and machine learning are helping to address these concerns, further offering growth opportunities in the market. With mobile usage increasingly leading digital engagement, in-app advertising is poised to become a key driver in the evolution of personalized and results-focused marketing strategies.
Segment Review:
The market is segmented on the basis of type, platform type, application type, and region. By type it is segregated into banner ads, interstitial ads, native ads, rewarded video ads, and others. By platform type, it is fragmented iOS, Android, and others. By application type, it is classified into gaming, social media, e-commerce, media & entertainment, and others. By region, it is analyzed across North America, Europe, Asia-Pacific, and LAMEA.
Key Findings:
By type, the banned ads segment accounted for the largest in-app advertising market size in 2024.
By platform type, the android segment accounted for the largest in-app advertising market share in 2024.
By application type, the social media segment accounted for the largest in-app advertising market size in 2024.
Region-wise, Asia-Pacific generated the highest revenue in 2024.
Competition Analysis:
Major players in the in-app advertising industry include Unity Technologies, Alphabet (Google Inc.), AppLovin Corporation, Amobee Inc.(Nexxen International Ltd.), InMobi, Chartboost, Inc. (LoopMe), Smaato Inc. (Verve), Leadbolt Pty Ltd., Liftoff, Inc., PubMatic, Inc., Mintegral, Digital Turbine, Inc., RevX Affle, Entravision Comunications Corporation, AppsFlyer Ltd., Start.io, triplelift, BYYD Inc., Apple Inc., Meta Platforms, Inc.
Key Market Segments
By Type
Banner Ads
Interstitial Ads
Native Ads
Reward Video Ads
Others
By Platform Type
iOS
Android
Others
By Application Type
Gaming
Social Media
E-commerce
Media and Entertainment
Othersx
By Region
North America
U.S.
Canada
Europe
UK
Germany
France
Italy
Spain
Rest of Europe
Asia-Pacific
China
Japan
India
Australia
South Korea
Rest of Asia-Pacific
LAMEA
Latin America
Middle East
Africa
Key Market Players
AppsFlyer Ltd.
RevX Affle
Liftoff, Inc.
InMobi
Smaato Inc. (Verve)
Digital Turbine, Inc.
Start.io
AppLovin Corporation
triplelift
BYYD Inc.
Apple Inc.
Amobee Inc.(Nexxen International Ltd.)
Chartboost, Inc. (LoopMe)
Alphabet (Google Inc.)
Unity Technologies
Entravision Comunications Corporation
Mintegral
Leadbolt Pty Ltd.
PubMatic, Inc.
Meta Platforms, Inc.The research methodology of the global market involves extensive primary and secondary research. Primary research includes about over 12 hours of interviews and discussion with a wide range of stakeholders, including upstream and downstream participants. The primary research typically is the bulk of our research efforts; however, coherently supported by extensive secondary research. Researchers have reviewed over 6,765 product literatures, industry releases, annual reports, and other such documents of key industry participants to obtain better market understanding and gain competitive intelligence. In addition, authentic industry journals, trade associations' releases,and government websites have also been reviewed for generating high-value industry insights.
The in-app advertising market includes the network through which advertisements are delivered within mobile applications. It involves strategies, technologies, platforms, and stakeholders responsible for embedding ads in apps using formats like banners, interstitials, videos, and native ads. This market has grown rapidly, fueled by widespread use of smartphones and rise in amount of time users spend on mobile apps. From gaming and social media to news, entertainment, and utility apps, in-app advertising has become a vital revenue stream for app developers and an effective, targeted advertising tool for marketers.
The in-app advertising market growth is driven by rise in collaborations among demand-side platforms (DSPs), supply-side platforms (SSPs), ad networks, and app developers, all of which play key roles in the market. Advertisers utilize DSPs to automate the buying of ad space within apps, while SSPs help publishers manage and sell their ad inventory. These transactions are typically carried out through real-time bidding (RTB) and facilitated by ad exchanges that connect advertisers with available ad space. A major factor driving the growth of the market the ability in-app advertising to deliver highly targeted and relevant ads by using user data such as demographics, location, app usage patterns, and interests.
However, high installation costs and cybersecurity risks are significant challenges limiting the expansion of the substation monitoring system market during the projected period. Implementing Intelligent Electronic Devices (IEDs), wireless sensor networks, and communication infrastructure involves considerable capital investment, which can deter adoption, particularly in regions with tight budgets. Thus, restraining the growth of the market. Moreover, as digitalization advances, concerns over the security of critical infrastructure against cyber threats are growing, presenting another major obstacle to broader market acceptance.
However, challenges such as privacy regulations and ad fraud restrain the market growth. Moreover, continued investments in transparency, data security, and machine learning are helping to address these concerns, further offering growth opportunities in the market. With mobile usage increasingly leading digital engagement, in-app advertising is poised to become a key driver in the evolution of personalized and results-focused marketing strategies.
Segment Review:
The market is segmented on the basis of type, platform type, application type, and region. By type it is segregated into banner ads, interstitial ads, native ads, rewarded video ads, and others. By platform type, it is fragmented iOS, Android, and others. By application type, it is classified into gaming, social media, e-commerce, media & entertainment, and others. By region, it is analyzed across North America, Europe, Asia-Pacific, and LAMEA.
Key Findings:
By type, the banned ads segment accounted for the largest in-app advertising market size in 2024.
By platform type, the android segment accounted for the largest in-app advertising market share in 2024.
By application type, the social media segment accounted for the largest in-app advertising market size in 2024.
Region-wise, Asia-Pacific generated the highest revenue in 2024.
Competition Analysis:
Major players in the in-app advertising industry include Unity Technologies, Alphabet (Google Inc.), AppLovin Corporation, Amobee Inc.(Nexxen International Ltd.), InMobi, Chartboost, Inc. (LoopMe), Smaato Inc. (Verve), Leadbolt Pty Ltd., Liftoff, Inc., PubMatic, Inc., Mintegral, Digital Turbine, Inc., RevX Affle, Entravision Comunications Corporation, AppsFlyer Ltd., Start.io, triplelift, BYYD Inc., Apple Inc., Meta Platforms, Inc.
Key Market Segments
By Type
Banner Ads
Interstitial Ads
Native Ads
Reward Video Ads
Others
By Platform Type
iOS
Android
Others
By Application Type
Gaming
Social Media
E-commerce
Media and Entertainment
Othersx
By Region
North America
U.S.
Canada
Europe
UK
Germany
France
Italy
Spain
Rest of Europe
Asia-Pacific
China
Japan
India
Australia
South Korea
Rest of Asia-Pacific
LAMEA
Latin America
Middle East
Africa
Key Market Players
AppsFlyer Ltd.
RevX Affle
Liftoff, Inc.
InMobi
Smaato Inc. (Verve)
Digital Turbine, Inc.
Start.io
AppLovin Corporation
triplelift
BYYD Inc.
Apple Inc.
Amobee Inc.(Nexxen International Ltd.)
Chartboost, Inc. (LoopMe)
Alphabet (Google Inc.)
Unity Technologies
Entravision Comunications Corporation
Mintegral
Leadbolt Pty Ltd.
PubMatic, Inc.
Meta Platforms, Inc.The research methodology of the global market involves extensive primary and secondary research. Primary research includes about over 12 hours of interviews and discussion with a wide range of stakeholders, including upstream and downstream participants. The primary research typically is the bulk of our research efforts; however, coherently supported by extensive secondary research. Researchers have reviewed over 6,765 product literatures, industry releases, annual reports, and other such documents of key industry participants to obtain better market understanding and gain competitive intelligence. In addition, authentic industry journals, trade associations' releases,and government websites have also been reviewed for generating high-value industry insights.
Table of Contents
372 Pages
- CHAPTER 1: INTRODUCTION
- 1.1. Report description
- 1.2. Key market segments
- 1.3. Key benefits to the stakeholders
- 1.4. Research methodology
- 1.4.1. Primary research
- 1.4.2. Secondary research
- 1.4.3. Analyst tools and models
- CHAPTER 2: EXECUTIVE SUMMARY
- 2.1. CXO perspective
- CHAPTER 3: MARKET OVERVIEW
- 3.1. Market definition and scope
- 3.2. Key findings
- 3.2.1. Top impacting factors
- 3.2.2. Top investment pockets
- 3.3. Porter’s five forces analysis
- 3.3.1. Moderate to high bargaining power of suppliers
- 3.3.2. Moderate to high threat of new entrants
- 3.3.3. Moderate to high threat of substitutes
- 3.3.4. Low to high intensity of rivalry
- 3.3.5. Moderate to high bargaining power of buyers
- 3.4. Market dynamics
- 3.4.1. Drivers
- 3.4.1.1. Surge in mobile app usage
- 3.4.1.2. Advancement in Programmatic Advertising and AD Tech
- 3.4.1.3. Rise of gaming and entertainment apps
- 3.4.2. Restraints
- 3.4.2.1. Privacy Concerns and regulatory challenges
- 3.4.2.2. Ad Fatigue and poor user experiences
- 3.4.3. Opportunities
- 3.4.3.1. Expansion of 5G and emerging technologies
- 3.4.3.2. Growth in E-Commerce and M-Commerce
- CHAPTER 4: IN-APP ADVERTISING MARKET, BY TYPE
- 4.1. Overview
- 4.1.1. Market size and forecast
- 4.2. Banner Ads
- 4.2.1. Key market trends, growth factors and opportunities
- 4.2.2. Market size and forecast, by region
- 4.2.3. Market share analysis by country
- 4.3. Interstitial Ads
- 4.3.1. Key market trends, growth factors and opportunities
- 4.3.2. Market size and forecast, by region
- 4.3.3. Market share analysis by country
- 4.4. Native Ads
- 4.4.1. Key market trends, growth factors and opportunities
- 4.4.2. Market size and forecast, by region
- 4.4.3. Market share analysis by country
- 4.5. Reward Video Ads
- 4.5.1. Key market trends, growth factors and opportunities
- 4.5.2. Market size and forecast, by region
- 4.5.3. Market share analysis by country
- 4.6. Others
- 4.6.1. Key market trends, growth factors and opportunities
- 4.6.2. Market size and forecast, by region
- 4.6.3. Market share analysis by country
- CHAPTER 5: IN-APP ADVERTISING MARKET, BY PLATFORM TYPE
- 5.1. Overview
- 5.1.1. Market size and forecast
- 5.2. iOS
- 5.2.1. Key market trends, growth factors and opportunities
- 5.2.2. Market size and forecast, by region
- 5.2.3. Market share analysis by country
- 5.3. Android
- 5.3.1. Key market trends, growth factors and opportunities
- 5.3.2. Market size and forecast, by region
- 5.3.3. Market share analysis by country
- 5.4. Others
- 5.4.1. Key market trends, growth factors and opportunities
- 5.4.2. Market size and forecast, by region
- 5.4.3. Market share analysis by country
- CHAPTER 6: IN-APP ADVERTISING MARKET, BY APPLICATION TYPE
- 6.1. Overview
- 6.1.1. Market size and forecast
- 6.2. Gaming
- 6.2.1. Key market trends, growth factors and opportunities
- 6.2.2. Market size and forecast, by region
- 6.2.3. Market share analysis by country
- 6.3. Social Media
- 6.3.1. Key market trends, growth factors and opportunities
- 6.3.2. Market size and forecast, by region
- 6.3.3. Market share analysis by country
- 6.4. E-commerce
- 6.4.1. Key market trends, growth factors and opportunities
- 6.4.2. Market size and forecast, by region
- 6.4.3. Market share analysis by country
- 6.5. Media and Entertainment
- 6.5.1. Key market trends, growth factors and opportunities
- 6.5.2. Market size and forecast, by region
- 6.5.3. Market share analysis by country
- 6.6. Othersx
- 6.6.1. Key market trends, growth factors and opportunities
- 6.6.2. Market size and forecast, by region
- 6.6.3. Market share analysis by country
- CHAPTER 7: IN-APP ADVERTISING MARKET, BY REGION
- 7.1. Overview
- 7.1.1. Market size and forecast By Region
- 7.2. North America
- 7.2.1. Key market trends, growth factors and opportunities
- 7.2.2. Market size and forecast, by Type
- 7.2.3. Market size and forecast, by Platform Type
- 7.2.4. Market size and forecast, by Application Type
- 7.2.5. Market size and forecast, by country
- 7.2.5.1. U.S.
- 7.2.5.1.1. Market size and forecast, by Type
- 7.2.5.1.2. Market size and forecast, by Platform Type
- 7.2.5.1.3. Market size and forecast, by Application Type
- 7.2.5.2. Canada
- 7.2.5.2.1. Market size and forecast, by Type
- 7.2.5.2.2. Market size and forecast, by Platform Type
- 7.2.5.2.3. Market size and forecast, by Application Type
- 7.3. Europe
- 7.3.1. Key market trends, growth factors and opportunities
- 7.3.2. Market size and forecast, by Type
- 7.3.3. Market size and forecast, by Platform Type
- 7.3.4. Market size and forecast, by Application Type
- 7.3.5. Market size and forecast, by country
- 7.3.5.1. UK
- 7.3.5.1.1. Market size and forecast, by Type
- 7.3.5.1.2. Market size and forecast, by Platform Type
- 7.3.5.1.3. Market size and forecast, by Application Type
- 7.3.5.2. Germany
- 7.3.5.2.1. Market size and forecast, by Type
- 7.3.5.2.2. Market size and forecast, by Platform Type
- 7.3.5.2.3. Market size and forecast, by Application Type
- 7.3.5.3. France
- 7.3.5.3.1. Market size and forecast, by Type
- 7.3.5.3.2. Market size and forecast, by Platform Type
- 7.3.5.3.3. Market size and forecast, by Application Type
- 7.3.5.4. Italy
- 7.3.5.4.1. Market size and forecast, by Type
- 7.3.5.4.2. Market size and forecast, by Platform Type
- 7.3.5.4.3. Market size and forecast, by Application Type
- 7.3.5.5. Spain
- 7.3.5.5.1. Market size and forecast, by Type
- 7.3.5.5.2. Market size and forecast, by Platform Type
- 7.3.5.5.3. Market size and forecast, by Application Type
- 7.3.5.6. Rest of Europe
- 7.3.5.6.1. Market size and forecast, by Type
- 7.3.5.6.2. Market size and forecast, by Platform Type
- 7.3.5.6.3. Market size and forecast, by Application Type
- 7.4. Asia-Pacific
- 7.4.1. Key market trends, growth factors and opportunities
- 7.4.2. Market size and forecast, by Type
- 7.4.3. Market size and forecast, by Platform Type
- 7.4.4. Market size and forecast, by Application Type
- 7.4.5. Market size and forecast, by country
- 7.4.5.1. China
- 7.4.5.1.1. Market size and forecast, by Type
- 7.4.5.1.2. Market size and forecast, by Platform Type
- 7.4.5.1.3. Market size and forecast, by Application Type
- 7.4.5.2. Japan
- 7.4.5.2.1. Market size and forecast, by Type
- 7.4.5.2.2. Market size and forecast, by Platform Type
- 7.4.5.2.3. Market size and forecast, by Application Type
- 7.4.5.3. India
- 7.4.5.3.1. Market size and forecast, by Type
- 7.4.5.3.2. Market size and forecast, by Platform Type
- 7.4.5.3.3. Market size and forecast, by Application Type
- 7.4.5.4. Australia
- 7.4.5.4.1. Market size and forecast, by Type
- 7.4.5.4.2. Market size and forecast, by Platform Type
- 7.4.5.4.3. Market size and forecast, by Application Type
- 7.4.5.5. South Korea
- 7.4.5.5.1. Market size and forecast, by Type
- 7.4.5.5.2. Market size and forecast, by Platform Type
- 7.4.5.5.3. Market size and forecast, by Application Type
- 7.4.5.6. Rest of Asia-Pacific
- 7.4.5.6.1. Market size and forecast, by Type
- 7.4.5.6.2. Market size and forecast, by Platform Type
- 7.4.5.6.3. Market size and forecast, by Application Type
- 7.5. LAMEA
- 7.5.1. Key market trends, growth factors and opportunities
- 7.5.2. Market size and forecast, by Type
- 7.5.3. Market size and forecast, by Platform Type
- 7.5.4. Market size and forecast, by Application Type
- 7.5.5. Market size and forecast, by country
- 7.5.5.1. Latin America
- 7.5.5.1.1. Market size and forecast, by Type
- 7.5.5.1.2. Market size and forecast, by Platform Type
- 7.5.5.1.3. Market size and forecast, by Application Type
- 7.5.5.2. Middle East
- 7.5.5.2.1. Market size and forecast, by Type
- 7.5.5.2.2. Market size and forecast, by Platform Type
- 7.5.5.2.3. Market size and forecast, by Application Type
- 7.5.5.3. Africa
- 7.5.5.3.1. Market size and forecast, by Type
- 7.5.5.3.2. Market size and forecast, by Platform Type
- 7.5.5.3.3. Market size and forecast, by Application Type
- CHAPTER 8: COMPETITIVE LANDSCAPE
- 8.1. Introduction
- 8.2. Top winning strategies
- 8.3. Product mapping of top 10 player
- 8.4. Competitive dashboard
- 8.5. Competitive heatmap
- 8.6. Top player positioning, 2024
- CHAPTER 9: COMPANY PROFILES
- 9.1. Unity Technologies
- 9.1.1. Company overview
- 9.1.2. Key executives
- 9.1.3. Company snapshot
- 9.1.4. Operating business segments
- 9.1.5. Product portfolio
- 9.1.6. Business performance
- 9.1.7. Key strategic moves and developments
- 9.2. Alphabet (Google Inc.)
- 9.2.1. Company overview
- 9.2.2. Key executives
- 9.2.3. Company snapshot
- 9.2.4. Operating business segments
- 9.2.5. Product portfolio
- 9.2.6. Business performance
- 9.2.7. Key strategic moves and developments
- 9.3. AppLovin Corporation
- 9.3.1. Company overview
- 9.3.2. Key executives
- 9.3.3. Company snapshot
- 9.3.4. Operating business segments
- 9.3.5. Product portfolio
- 9.3.6. Business performance
- 9.4. Amobee Inc.(Nexxen International Ltd.)
- 9.4.1. Company overview
- 9.4.2. Key executives
- 9.4.3. Company snapshot
- 9.4.4. Operating business segments
- 9.4.5. Product portfolio
- 9.4.6. Business performance
- 9.5. InMobi
- 9.5.1. Company overview
- 9.5.2. Key executives
- 9.5.3. Company snapshot
- 9.5.4. Operating business segments
- 9.5.5. Product portfolio
- 9.6. Chartboost, Inc. (LoopMe)
- 9.6.1. Company overview
- 9.6.2. Key executives
- 9.6.3. Company snapshot
- 9.6.4. Operating business segments
- 9.6.5. Product portfolio
- 9.7. Smaato Inc. (Verve)
- 9.7.1. Company overview
- 9.7.2. Key executives
- 9.7.3. Company snapshot
- 9.7.4. Operating business segments
- 9.7.5. Product portfolio
- 9.8. Leadbolt Pty Ltd.
- 9.8.1. Company overview
- 9.8.2. Key executives
- 9.8.3. Company snapshot
- 9.8.4. Operating business segments
- 9.8.5. Product portfolio
- 9.9. Liftoff, Inc.
- 9.9.1. Company overview
- 9.9.2. Key executives
- 9.9.3. Company snapshot
- 9.9.4. Operating business segments
- 9.9.5. Product portfolio
- 9.10. PubMatic, Inc.
- 9.10.1. Company overview
- 9.10.2. Key executives
- 9.10.3. Company snapshot
- 9.10.4. Operating business segments
- 9.10.5. Product portfolio
- 9.10.6. Business performance
- 9.11. Mintegral
- 9.11.1. Company overview
- 9.11.2. Key executives
- 9.11.3. Company snapshot
- 9.11.4. Operating business segments
- 9.11.5. Product portfolio
- 9.12. Digital Turbine, Inc.
- 9.12.1. Company overview
- 9.12.2. Key executives
- 9.12.3. Company snapshot
- 9.12.4. Operating business segments
- 9.12.5. Product portfolio
- 9.12.6. Business performance
- 9.13. RevX Affle
- 9.13.1. Company overview
- 9.13.2. Key executives
- 9.13.3. Company snapshot
- 9.13.4. Operating business segments
- 9.13.5. Product portfolio
- 9.14. Entravision Comunications Corporation
- 9.14.1. Company overview
- 9.14.2. Key executives
- 9.14.3. Company snapshot
- 9.14.4. Operating business segments
- 9.14.5. Product portfolio
- 9.14.6. Business performance
- 9.15. AppsFlyer Ltd.
- 9.15.1. Company overview
- 9.15.2. Key executives
- 9.15.3. Company snapshot
- 9.15.4. Operating business segments
- 9.15.5. Product portfolio
- 9.16. Start.io
- 9.16.1. Company overview
- 9.16.2. Key executives
- 9.16.3. Company snapshot
- 9.16.4. Operating business segments
- 9.16.5. Product portfolio
- 9.17. triplelift
- 9.17.1. Company overview
- 9.17.2. Key executives
- 9.17.3. Company snapshot
- 9.17.4. Operating business segments
- 9.17.5. Product portfolio
- 9.18. BYYD Inc.
- 9.18.1. Company overview
- 9.18.2. Key executives
- 9.18.3. Company snapshot
- 9.18.4. Operating business segments
- 9.18.5. Product portfolio
- 9.19. Apple Inc.
- 9.19.1. Company overview
- 9.19.2. Key executives
- 9.19.3. Company snapshot
- 9.19.4. Operating business segments
- 9.19.5. Product portfolio
- 9.19.6. Business performance
- 9.20. Meta Platforms, Inc.
- 9.20.1. Company overview
- 9.20.2. Key executives
- 9.20.3. Company snapshot
- 9.20.4. Operating business segments
- 9.20.5. Product portfolio
- 9.20.6. Business performance
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