In-App Advertising Market Research, 2034
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 refers to the network, in which advertisements are delivered to users through mobile applications. It includes strategies, technologies, platforms, and participants involved in integrating ads in mobile apps, either as banners, interstitials, videos, or native ad formats. The market has experienced rapid growth, driven by surge in smartphone usage and increase in amount of time users spend on mobile applications. Whether it is gaming, social networking, news, entertainment, or utility apps, in-app advertising serves as a crucial monetization model for developers and a targeted marketing channel for advertisers.
The market is fueled by collaboration between demand-side platforms (DSPs), supply-side platforms (SSPs), ad networks, and app developers, each playing an important role in its landscape. Advertisers use DSPs to automate the purchase of ad space within apps, while SSPs assist publishers in managing and selling their available inventory. These interactions are often facilitated through real-time bidding (RTB) and mediated by ad exchanges that match supply with demand. The strength of in-app advertising lies in its ability to deliver highly personalized and contextually relevant ads by leveraging user data such as demographics, location, app behavior, and interests.
Key Takeaways:
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.
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.
On the basis of type, the banner ads segment dominated the global market in 2024 and is expected to maintain its dominance in the upcoming years. Banner ads are simple, cost-effective, and easy to place within almost any app. They can stay visible on the screen while users interact with the app, helping brands get constant exposure. Their low cost and wide reach make them popular among advertisers, especially for basic awareness campaigns. However, the reward video ads segment is expected to register the highest CAGR during the forecast period, as they offer mutual benefits for both users and app developers. Users willingly watch these short videos to receive rewards like in-game items or app features, leading to higher engagement and completion rates. This format is more interactive and less intrusive, which makes it highly effective and attractive to advertisers aiming for better user response.
Region wise, Asia-Pacific dominated the market in 2024 and is expected to maintain its dominance in the upcoming years, owing to its large population, rapid smartphone adoption, and high mobile internet usage. Countries like China, India, and Southeast Asian nations have millions of active mobile users, making the region a key target for advertisers. Many users in this region spend a lot of time on mobile apps, which increases opportunities for in-app ads. However, the LAMEA segment is expected to register the highest CAGR during the in-app advertising market forecast period, owing to rise in smartphone penetration, expanding internet access, and increase in investment in digital infrastructure. As more people in these areas go online and start using mobile apps, the in-app advertising market demand is quickly increasing.
The report focuses on growth prospects, restraints, and analysis of the global market trend. The study provides Porters five forces analysis to understand the impact of various factors, such as bargaining power of suppliers, competitive intensity of competitors, threat of new entrants, threat of substitutes, and bargaining power of buyers on the global market.
Competition Analysis:
Competitive analysis and profiles of the major players in the in-app advertising industry are 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.. These major players have adopted various key development strategies such as business expansion, new product launches, and partnerships, which help drive the growth of the market globally.
Recent Developments in the in-app advertising Industry:
In January 2025, T-Mobile acquired Vistar Media, the leading provider of technology solutions for digital-out-of-home (DOOH) advertisements reaching millions of consumers throughout their daily lives. Through the T-Mobile Advertising Solutions business, T-Mobile acquired all of Vistars industry-leading capabilities. This includes its intelligent marketplace and technology solutions for buying, selling and managing media campaigns across a global network of more than 1.1 million digital screens provided by nearly 370 OOH media owners and serving more than 3,000 brand partner advertisers.
Top Impacting Factors
Surge in mobile app usage
One of the most significant drivers of the market is the rapid and consistent increase in mobile app usage. With smartphones becoming more accessible and affordable globally, users are spending more time on apps than ever before. From entertainment and gaming to shopping, education, and social media, apps have become a central part of daily digital consumption. According to various industry reports, mobile apps account for over 80% of total mobile time spent, leaving a significant opportunity for advertisers to reach users where they are most engaged. Convenience, personalization, and variety offered by apps have fostered a loyal and active user base. As users become more accustomed to spending extended time within apps, in-app advertising presents a highly effective channel to deliver contextual, non-intrusive ads that align with user behavior and preferences. This immersive environment enhances the likelihood of engagement and conversion, making it an attractive proposition for brands. Furthermore, with advancements in app functionality, such as augmented reality, push notifications, and gamification, the user experience is more dynamic, which allows for even more innovative ad formats that seamlessly blend into app content.
Advancement in Programmatic Advertising and AD Tech
The evolution of programmatic advertising and advertising technology (ad tech) has played a pivotal role in the growth of the market. Programmatic advertising automates the buying and placement of ads, enabling advertisers to target audiences more precisely and efficiently. By leveraging real-time bidding (RTB) and machine learning algorithms, brands can ensure their ads are shown to the most relevant users at the right time, thereby maximizing ROI. This level of targeting is particularly effective in in-app environments where data on user behavior, preferences, and demographics is comprehensive and highly specific. Furthermore, modern ad tech platforms integrate with data management platforms (DMPs) and demand-side platforms (DSPs), enabling advertisers to access diverse inventory across multiple apps while maintaining control over their budget and targeting parameters. Innovations such as header bidding, dynamic creative optimization, and contextual targeting have further enhanced ad performance. For app developers, these tools also mean higher fill rates and monetization potential. As digital technology advances, programmatic advertising is becoming essential for in-app strategies, offering precise audience targeting and innovative ad formats that enhance both user engagement and campaign performance.
Key Benefits For Stakeholders
This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the in-app advertising market analysis from 2024 to 2034 to identify the prevailing market opportunities.
The market research is offered along with information related to key drivers, restraints, and in-app advertising market opportunity.
Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
In-depth analysis of the market segmentation assists to determine the prevailing market opportunities.
Major countries in each region are mapped according to their revenue contribution to the global market.
Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
The report includes the analysis of the regional as well as global in-app advertising market trends, key players, market segments, application areas, and in-app advertising market growth strategies.
In-App Advertising Market Report Highlights
| Aspects | Details |
 Market Size By 2034 | USD 952 billion |
 Growth Rate | CAGR of 9.2% |
 Forecast period | 2024 - 2034 |
 Report Pages | 372 |
 By Type |
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 By Platform Type |
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 By Application Type |
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 By Region |
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 Key Market Players | AppLovin Corporation, Alphabet (Google Inc.), Mintegral, Amobee Inc.(Nexxen International Ltd.), Leadbolt Pty Ltd., AppsFlyer Ltd., BYYD Inc., Smaato Inc. (Verve), Apple Inc., Entravision Comunications Corporation, Unity Technologies, Digital Turbine, Inc., Liftoff, Inc., triplelift, InMobi, Chartboost, Inc. (LoopMe), Start.io, Meta Platforms, Inc., RevX Affle, PubMatic, Inc. |
Analyst Review
The in-app advertising market is a rapidly growing market in the digital advertising landscape, propelled by rapid adoption of smartphones and proliferation of mobile applications. With users spending a significant portion of their screen time on apps rather than on traditional web browsers, advertisers have shifted their focus to capitalize on this captive audience. In-app advertising allows brands to embed promotional content directly within the app interface, providing a more seamless and immersive advertising experience that aligns with user behavior.
The in-app advertising market features a wide range of ad formats, including banner ads, interstitials, rich media, and rewarded video ads, each offering distinct opportunities for engaging users. Rewarded video ads, in particular, have become popular in mobile games, offering users in-app rewards for engaging with ads. This model of value exchange has proven effective in boosting user retention and improving ad performance. Additionally, native ads are gaining traction due to their ability to seamlessly blend with app content, creating a less disruptive user experience. The in-app advertising market is fueled by a complex but efficient infrastructure, involving ad networks, mediation platforms, and real-time bidding systems. This allows advertisers to target specific audiences by leveraging extensive first-party data, resulting in enhanced personalization and improved return on investment (ROI). However, recent changes in data privacy regulations and tracking limitations, particularly on iOS, are prompting industry players to explore alternative strategies, such as contextual targeting and innovative data approaches.
Growth in this market is being further accelerated by the expanding base of mobile users in developing economies where mobile devices serve as the primary means of accessing the internet.* Businesses across sectors are increasingly allocating more of their digital ad budgets toward in-app placements, recognizing the medium's potential for direct engagement and measurable outcomes. As technology continues to evolve, including integration of AI and machine learning, in-app advertising is expected to become even more refined and effective.
The in-app advertising market was valued at $390.5 billion in 2024 and is estimated to reach $952 billion by 2034, growing at a CAGR of 9.2% from 2025 to 2034.
Surge in mobile app usage and Advancement in Programmatic Advertising and AD Tech are the upcoming trends of the In-App Advertising Market in the globe.
Expansion of 5G and emerging technologies is the leading application of the In-App Advertising Market.
Asia-Pacific is the largest regional market for In-App Advertising.
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. are the top companies to hold the market share in In-App Advertising.
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