Certified Global Research Member
Isomar fd.webp Wcrc 57.webp
Key Questions Answered
  • Global Market Outlook
  • In-depth analysis of global and regional trends
  • Analyze and identify the major players in the market, their market share, key developments, etc.
  • To understand the capability of the major players based on products offered, financials, and strategies.
  • Identify disrupting products, companies, and trends.
  • To identify opportunities in the market.
  • Analyze the key challenges in the market.
  • Analyze the regional penetration of players, products, and services in the market.
  • Comparison of major players’ financial performance.
  • Evaluate strategies adopted by major players.
  • Recommendations
Request Free Sample
Why Choose Market Research Future?
  • Vigorous research methodologies for specific market.
  • Knowledge partners across the globe
  • Large network of partner consultants.
  • Ever-increasing/ Escalating data base with quarterly monitoring of various markets
  • Trusted by fortune 500 companies/startups/ universities/organizations
  • Large database of 5000+ markets reports.
  • Effective and prompt pre- and post-sales support.
Speak to Analyst

In-App Advertising Market Research Report Information By Type (Native ads, Video ads, Banner ads, Rich media ads, Intertidal ads), By Platform (IOS, Android), By Application (Online Shopping, Messaging, Entertainment, Gaming and Ticketing), And By Region (North America, Europe, Asia-Pacific, And Rest Of The World) –Market Forecast Till 2032


ID: MRFR/ICT/4547-CR | 112 Pages | Author: Aarti Dhapte| February 2020

In-App Advertising Market Overview


In-App Advertising Market Size was valued at USD 80.5 Billion in 2022. The In-App Advertising market industry is projected to grow from USD 94.44 Billion in 2023 to USD 338.9 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 17.32% during the forecast period (2024 - 2032). Increasing adoption of location-based technology, improving customer service aids and greater penetration of social media & e-commerce are the key market drivers enhancing the market growth.


Figure 1: In-app Advertising Market Size, 2023-2032 (USD Billion)


In-App Advertising Market Overview.


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


In-App Advertising Market Trends


Growing adoption of location-based Technology is driving the market growth


Market CAGR for In-app advertising is driven by the increasing adoption of location-based services. Location-based marketing uses mobile device users’ past and existing locations to show relevant content. The growing advertisement spending ly is the primary factor supporting market growth. Brands and businesses are making massive investments in advertising & marketing activities to enrich the customer base and brand awareness.


Additionally, incorporating the latest technologies is continuously developing the ability of marketers to deliver significant advertisements to the customers; the ongoing improvements will permit marketers to improve their effectiveness and offer an improved advertising experience to the consumers. Consumers utilize mobile devices to research products before making a purchase, despite certain nations’ restrictions on mobile shopping.


Furthermore, as per the research, smartphone users spend more than 90% of their time on several applications, making it an best choice for marketers for advertising. The rapidly increasing trend of online gaming and the grown popularity of e-commerce platforms and applications is anticipated to propel the further growth of the in-app advertising industry. The companies are increasing their spending on in-app advertisements considering their advanced click-through rate than mobile web advertising. Additionally, in-app advertising permits application developers to build an effective revenue generation strategy by displaying advertisements on mobile applications. Thus, driving the In-App Advertising market revenue.


In-App Advertising Market Segment Insights


In-App Advertising Type Insights


The In-App Advertising market segmentation, based on type, includes native ads, video ads, banner ads, rich media ads, and intertidal ads. The banner ads dominated the market, accounting for maximum market revenue. The increase is ascribed to several advantages, including affordability, simplicity of implementation, and support for all kinds of mobile devices and apps. Through banner ads, advertisers may enhance traffic, brand recognition, and product sales. Over the projection year, the banner advertisements category will have several development prospects due to the strong returns on investment offered by these ads.


Intertidal ads are anticipated to be the fastest-growing segment due to the higher return on investment and improved click-through rate.


In-App Advertising Platform Insights


The in-app advertising market segmentation, based on platform, includes IOS and Android. The IOS segment is anticipated to generate the maximum market share. Thanks to recent IOS releases, users have more control over whether or not to submit their IDFA data (Identification for Advertisers). Applications cannot share or gather data without the users’ consent, allowing users to secure their data. The IOS platform is expanding due to the enhanced capabilities, user-friendly design, and greater use of IOS devices in emerging nations like South Korea, China, and Japan.


The Android platform is anticipated to be the fastest-growing segment in the projected period.


Figure 2: In-App Advertising Market, by Platform, 2022 & 2032 (USD Billion)


In-App Advertising Market, by Platform


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


In-App Application Insights


The In-App Advertising market segmentation, based on application, includes online shopping, messaging, entertainment, gaming and ticketing. The gaming-segment category generated the most income. Mobile gaming is expanding internationally due to technological advancements in smartphone hardware and software and the more widespread accessibility of mobile games. Advertisers invest in various advertising formats to produce and distribute engaging adverts on gaming applications. High eCPM rates and a specialized audience may be reached thanks to the advertising on gaming applications.


The entertainment sector is anticipated to be the fastest-growing segment in the projected period due to using data on watching preferences, age, geography, gender, and other factors; advertisers are using these platforms to reach their intended audience and track the effectiveness of their advertising efforts.


In-App Advertising Regional Insights


By region, the study provides market insights into North America, Europe, Asia-Pacific and Rest of the World. The North American In-App Advertising market will dominate this market, owing to the large number of smartphone users and the increasing popularity of mobile streaming services. In addition, the continuously growing gaming market and substantial growth in mobile shopping, due to its ability to offer a better shopping experience, will boost market growth in this region.


Further, the major countries studied in the market report are The US, Canada, German, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.


Figure 3: IN-APP ADVERTISING MARKET SHARE BY REGION 2022 (USD Billion)


IN-APP ADVERTISING MARKET SHARE BY REGION


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Europe's In-App Advertising market accounts for the second-largest market share due to the digital advertising and marketing ecosystem rise. Further, the German In-App Advertising market held the largest market share, and the UK In-App Advertising market was the fastest-growing market in the European region.


The Asia-Pacific In-App Advertising Market is expected to grow at the fastest CAGR from 2023 to 2032 due to increasing internet penetration and the pervasiveness of smartphones in developing countries. Moreover, China’s In-App Advertising market held the largest market share, and the Indian In-App Advertising market was the fastest-growing market in the Asia-Pacific region.


In-App Advertising Key Market Players & Competitive Insights


Leading market players are investing greatly in research and development to expand their product lines, which will help the In-App Advertising market, grow even more. Market participants are also undertaking various strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. The in-App Advertising industry must offer cost-effective items to increase and survive in a more competitive and rising market climate.


Manufacturing locally to minimize operational costs is one of the key industry tactics manufacturers use in the In-App Advertising industry to benefit clients and increase the market sector. In recent years, the In-App Advertising industry has offered some of the most substantial advantages to social media and e-commerce. Major players in the In-App Advertising market, including Microsoft Corporation (US), Facebook Inc. (US), Apple Inc. (US), Google LLC (US), Amobee Inc. (US), MoPub Inc. (US), The Rubicon Project Inc. (US), InMobi Communiactions Inc. (US), Tapjoy Inc. (US), Smaato Inc. (New York), and others, are attempting to rise market demand by put in in research and development operations.


Google LLC is an American multinational technology firm emphasizing consumer electronics, cloud computing, computer software, quantum computing, internet advertising, and search engine technology. Because of its market domination, data collecting, and technical advances in artificial intelligence, it has been referred to as “the most powerful company in the world” and one of the most valuable brands ly. For Instance: In February 2022, Google announced an improved Search Ads 360 platform, which would provide more administration choices for users of Google Ads campaigns in an easier, integrated interface while incorporating Google’s new innovative advertising technologies. Search Ads 360 is a comprehensive Google Ads management solution allowing ad managers to control all their projects and campaigns from one place.


Smaato, Inc.'s digital ad tech platform is the only Omni channel ad server and monetization solution with controls to simplify monetization. Publishers can get their first-party data and manage all inventory in one place. Marketers get access to the highest-quality inventory to reach audiences worldwide and on any device. Smaato is part of Verve Group, an MGI- Media and Games Invest SE Company. The company’s key mission is to solve complexity with simplicity. For Instance: Smaato, Inc. announced a partnership with HUMAN Security, Inc., a cyber-security firm. Smaato’s integration with HUMAN and Smaato’s automated systems that connect with human expertise improve the safety and security of the platform for both marketers and publishers.


Key Companies in the In-App Advertising market include




  • Microsoft Corporation (US)




  • Facebook Inc. (US)




  • Apple Inc. (US)




  • Google LLC (US)




  • Amobee Inc. (US)




  • MoPub Inc (US)




  • The Rubicon Project Inc. (US)




  • InMobi (US)




  • Verizon Communications Inc. (US)




  • Tapjoy Inc. (US)




  • Smaato Inc. (New York)




In-App Advertising Industry Developments


March 2021: InMobi and Gojek Tech partnered to improve advertising, identity resolution, and customer analytics for Southeast Asia. Using InMobi’s mobile intelligence and Gojek Tech’s in-app engagement signals, brands can deterministically assess the impact of their online advertising purchases across platforms. Gojek Tech is a Southeast Asia-focused mobile on-demand payment and service platform.


April 2022: AppLovin Corporation joined with The Trade Desk, an advertising technology provider. By assimilating ALX as a source to The Trade Desk’s platform, advertisers and agencies will access AppLoving Exchange (ALX), an in-app RTB exchange.


In-App Advertising Market Segmentation


In-App Advertising Type Outlook




  • Native ads




  • Video ads




  • Banner ads




  • Rich media ads




  • Intertidal ads




In-App Advertising Platform Outlook




  • IOS




  • Android




In-App Advertising Application Outlook




  • Online Shopping




  • Messaging




  • Entertainment




  • Gaming and Ticketing




In-App Advertising Regional Outlook




  • North America






  • US




  • Canada






  • Europe






  • Germany




  • France




  • UK




  • Italy




  • Spain




  • Rest of Europe






  • Asia-Pacific




    • China




    • Japan




    • India




    • Australia




    • South Korea




    • Australia




    • Rest of Asia-Pacific






  • Rest of the World




    • Middle East




    • Africa




    • Latin America





Report Attribute/Metric Details
Market Size 2022 USD 80.5 Billion
Market Size 2023 USD 94.44 Billion
Market Size 2032 USD 338.9 Billion
Compound Annual Growth Rate (CAGR) 17.32% (2024-2032)
Base Year 2022
Market Forecast Period 2024-2032
Historical Data 2018- 2022
Market Forecast Units Value (USD Billion)
Report Coverage Revenue Forecast, Market Competitive Landscape, Growth Factors, and Trends
Segments Covered Type, Platform, Application, and Region
Geographies Covered North America, Europe, Asia Pacific, and the Rest of the World
Countries Covered The US, Canada, German, France, UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil
Key Companies Profiled Microsoft Corporation (US), Facebook Inc. (US), Apple Inc. (US), Google LLC (US), Amobee Inc. (US), MoPub Inc. (US), The Rubicon Project Inc. (US), InMobi (US), Verizon Communications Inc. (US), Tapjoy Inc. (US), Smaato Inc. (New York)
Key Market Opportunities Media consumption lyThe usage of AR and VR will create exceptional growth
Key Market Dynamics Increasing adoption of location-based technologyImproving customer service aidsGreater penetration of social media


Frequently Asked Questions (FAQ) :

The In-App Advertising market size was valued at USD 80.5 Billion in 2022.

The market is projected to grow at a CAGR of 17.32% during the forecast period, 2024-2032.

North America had the largest share of the market.

The key players in the market are Microsoft Corporation (US), Facebook Inc. (US), Apple Inc. (US), Google LLC (US), Amobee Inc. (US), MoPub Inc. (US), The Rubicon Project Inc. (US), InMobi (US), Verizon Communications Inc (US), Tapjoy Inc. (US), Smaato Inc. (New York), and Others.

The banner ads segment dominated the market in 2022.

The IOS platform had the largest share of the market.

Leading companies partner with us for data-driven Insights
client_1 client_2 client_3 client_4 client_5 client_6 client_7 client_8 client_9 client_10
Kindly complete the form below to receive a free sample of this Report
Please fill in Business Email for Quick Response

We do not share your information with anyone. However, we may send you emails based on your report interest from time to time. You may contact us at any time to opt-out.

Request Free Sample
Purchase Option
Single User $ 4,950
Multiuser License $ 5,950
Enterprise User $ 7,250
Compare Licenses
Tailored for You
  • Dedicated Research on any specifics segment or region.
  • Focused Research on specific players in the market.
  • Custom Report based only on your requirements.
  • Flexibility to add or subtract any chapter in the study.
  • Historic data from 2014 and forecasts outlook till 2040.
  • Flexibility of providing data/insights in formats (PDF, PPT, Excel).
  • Provide cross segmentation in applicable scenario/markets.
Ask for Customization