| Study Period | 2019 - 2030 |
| Market Size (2025) | USD 387.21 Billion |
| Market Size (2030) | USD 570.51 Billion |
| CAGR (2025 - 2030) | 8.06 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | North America |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
In-App Advertising Market Analysis
The In-App Advertising Market size is estimated at USD 387.21 billion in 2025, and is expected to reach USD 570.51 billion by 2030, at a CAGR of 8.06% during the forecast period (2025-2030).
- Several key factors are pushing the growth of the in-app advertising market. The global adoption of smartphones has significantly increased the number of users dedicated to mobile applications. With billions of individuals engaging daily, advertisers have access to a vast audience. As users increasingly rely on mobile applications for entertainment, social networking, gaming, shopping, and productivity, the opportunities for in-app advertisements have expanded. This extensive engagement with applications provides brands with enhanced visibility and interaction.
- In-app advertising utilizes user data such as demographics, behavior, and location to deliver highly targeted and personalized advertisements. This level of precision enhances the effectiveness of campaigns, thereby improving ROI for advertisers. The emergence of programmatic advertising has streamlined purchasing and placing in-app advertisements, making it both efficient and scalable. Techniques such as real-time bidding and AI-driven strategies enable advertisers to target users more accurately.
- Moreover, the rapid evolution of mobile gaming has significantly contributed to the demand for in-app advertisements, as many games rely on ad-based monetization models. Formats such as rewarded video advertisements and interactive content have increased user engagement while maintaining the integrity of the gaming experience. The introduction of dynamic formats, including video advertisements, native advertisements, and interactive content, has improved user experience and enhanced conversion rates. Reward-based and playable advertisements have proven highly effective in driving user engagement.
- Also, due to the immersive nature of applications, in-app advertisements offer superior visibility and engagement compared to traditional web advertisements. This advantage has led brands to increase their investments in this segment. In conclusion, rising smartphone usage, advanced targeting capabilities, and innovative advertisement formats have established in-app advertising as a necessary component of modern digital marketing strategies.
- Key players increasingly turn to mergers, acquisitions, and investments to bolster their business strategies, enhance their market presence, and better cater to diverse customer applications. For instance, in December 2024, The9 Limited, an Internet firm, revealed that its fully-owned subsidiary, Shanghai The9 Information Technology Co., Ltd., has entered into a Joint Venture agreement with Shenzhen JiTuo Interactive Technology Co., Ltd., based in China, specializes in AI algorithms for mobile advertising and partners with AppLovin Corporation for game development.
- However, privacy regulation, such as GDPR and Apple's App Tracking Transparency, are tightening their grip on the in-app advertising market, curbing user tracking for tailored ads. Ad fraud, manifesting as counterfeit clicks and impressions, undermines trust and diminishes ROI. When ads are poorly executed, they can push the user experience, pushing users to abandon the app. Furthermore, increased competition and a saturated ad landscape complicate the challenge of grabbing user attention.
In-App Advertising Market Trends
Increasing Smartphone Penetration is Expected to Drive Market Growth Opportunities
- As smartphones become increasingly affordable and accessible worldwide, their adoption for daily activities has surged. This uptick in smartphone usage has, in turn, spurred a rise in mobile app engagement across diverse categories ranging from social media and gaming to streaming, shopping, and productivity, setting the stage for a booming in-app advertising market. According to GSMA, the global smartphone penetration rate was estimated at 69 percent in 2023.
- Smartphones enable advertisers to seamlessly integrate targeted and contextually relevant ads into applications, enhancing personalization and immersion. Unlike their traditional media counterparts, smartphones furnish real-time insights into user behavior, preferences, and locations. This capability allows for pinpoint ad targeting, leading to increased engagement rates, enhanced ad efficacy, and superior ROI for advertisers.
- Also, due to the inherent convenience of smartphones, users are dedicating more time to mobile apps. This trend translates to extended windows for advertisers to engage their audience. Technological strides like faster processors, expansive screens, and swift connectivity like 4G and 5G are elevating the user experience. These advancements render interactive and video-centric in-app advertisements even more enticing. Thus, escalating smartphone usage and technological enhancements positions in-app advertising as a formidable marketing strategy.
- In June 2024, MobileFuse, a major player in in-app, CTV, and DOOH advertising, bolstered its strategic alliance with LiveRamp, a frontrunner in data collaboration. By leveraging LiveRamp's Authenticated Traffic Solution, MobileFuse empowers its publisher partners to tap into new revenue streams and achieve elevated fill rates.
- Also, in September 2024, Yieldmo, in collaboration with NumberEight, is reshaping the landscape of mobile advertising. Their joint efforts have surmounted the intricate challenges of mobile addressability, leading to a remarkable 130% surge in advertising expenditure for in-app inventory.
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North America is Expected to Hold Significant Market Share
- North America's in-app advertising market is booming, driven by technological advancements, changing consumer behaviors, and increased investments in digital advertising. Key to this surge is the widespread adoption of mobile devices. With most North Americans now owning smartphones and tablets, there's been a notable uptick in mobile app usage spanning gaming, social media, streaming, and e-commerce. This trend has cultivated a vast and steady audience for advertisers.
- Moreover, as mobile-first consumers emerge, businesses are pivoting their advertising strategies, moving from traditional media to mobile platforms where users dedicate much of their time. Being superior in technological innovations like programmatic advertising and AI-driven analytics, North America empowers advertisers to build highly targeted and personalized ads, enhancing engagement and return on investment.
- The booming mobile gaming sector plays a pivotal role, with games leveraging in-app ads, such as rewarded videos and playable ads, to monetize without necessitating purchases. Concurrently, the surge in streaming and on-demand content consumption has amplified the prominence of in-app video advertising. Also, robust investments from advertisers and North America's established digital advertising infrastructure solidify the region's status for in-app advertising innovation and adoption.
- In November 2024, MobileFuse, a player in in-app, CTV, and DOOH advertising, forged a strategic alliance with ID5, a top-tier identity provider in digital advertising. By adopting the ID5 ID, MobileFuse becomes a pioneer among in-app SSPs, empowering advertisers to target audiences effectively and enabling publishers to discover new revenue streams, even amidst challenges like signal loss.
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In-App Advertising Industry Overview
In-App Advertising Market is fragmented and has various global and regional players. Some of the major players in the market are BYYD Inc, Amobee, Inc., InMobi, and AppLovin, among others. Through strategic partnerships and acquisitions, these market players bolster their product portfolios and cement lasting competitive advantages.
In-App Advertising Market Leaders
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ironSource (Unity Software Inc.)
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BYYD Inc
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Amobee, Inc.
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InMobi
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AppLovin
- *Disclaimer: Major Players sorted in no particular order
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In-App Advertising Market News
- September 2024: Gopuff unveiled a suite of innovative advertising features aimed at enhancing brand engagement with consumers both on its platform and beyond. These features include the introduction of Brand Shops, a collaboration with AdAdapted that lets online shoppers seamlessly add products to their Gopuff cart, and enriched analytics for sampling initiatives. Brands, harnessing new in-app, in-bag, and off-platform advertising tools, can connect more effectively with Gen Z and Millennial customers on Gopuff.
- March 2024: Lyft Media has rolled out in-app video ads, bolstering its advertising solutions. The company has also forged new partnerships with Oracle for enhanced targeting and with Nielsen for third-party brand measurement. As riders make their journeys, brands can now leverage the impactful reach of in-app video ads, available on both iOS and Android devices across the country. This initiative underscores Lyft's commitment to creating a comprehensive marketing solution that delivers tangible results for brands.
In-App Advertising Industry Segmentation
In-app advertising places ads directly within mobile applications, enabling brands to engage users during their app interactions. These advertisements come in diverse formats: banner ads, interstitials, video ads, native ads, and rewarded ads. By harnessing user data like demographics and behavior, in-app advertising delivers tailored and targeted messages. Predominantly utilized in gaming, social media, and utility apps, in-app advertising boasts superior engagement and visibility over conventional web ads.
In-app advertising market is segmented by type (banner ads, interstitial ads, rich media ads, video ads, and other types), platform (android, iOS, and other platforms), application (entertainment, gaming, social, online shopping, payment & ticketing, news, and other applications), geography (North America, Europe, Asia, Australia, New Zealand, Latin America, and Middle East & Africa).
The market size and forecasts are provided in terms of value (USD) for all the above segments.
| By Type | Banner Ads |
| Interstitial Ads | |
| Rich Media Ads | |
| Video Ads | |
| Other Types | |
| By Platform | Android |
| iOS | |
| Other Platforms | |
| By Application | Entertainment |
| Gaming | |
| Social | |
| Online Shopping | |
| Payment & Ticketing | |
| News | |
| Other Applications | |
| By Geography | North America |
| Europe | |
| Asia | |
| Australia | |
| New Zealand | |
| Latin America | |
| Middle East & Africa |
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In-App Advertising Market Research Faqs
How big is the In-App Advertising Market?
The In-App Advertising Market size is expected to reach USD 387.21 billion in 2025 and grow at a CAGR of 8.06% to reach USD 570.51 billion by 2030.
What is the current In-App Advertising Market size?
In 2025, the In-App Advertising Market size is expected to reach USD 387.21 billion.
Who are the key players in In-App Advertising Market?
ironSource (Unity Software Inc.), BYYD Inc, Amobee, Inc., InMobi and AppLovin are the major companies operating in the In-App Advertising Market.
Which is the fastest growing region in In-App Advertising Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2025-2030).
Which region has the biggest share in In-App Advertising Market?
In 2025, the North America accounts for the largest market share in In-App Advertising Market.
What years does this In-App Advertising Market cover, and what was the market size in 2024?
In 2024, the In-App Advertising Market size was estimated at USD 356.00 billion. The report covers the In-App Advertising Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the In-App Advertising Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
In-App Advertising Industry Report
Statistics for the 2025 In-App Advertising market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. In-App Advertising analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
