In-App Advertising Market – Analysis and Forecast 2032
In App Advertising Market Size & Share Global Analysis Report, 2024-2032

In-App Advertising Market Share, Size, Trends, Industry Analysis Report, By Type, By Platform, By Application (Entertainment, Gaming, Social, Online Shopping, Payment & Ticketing, News, Others), By Region, And Segment Forecasts, 2024 - 2032

  • Published Date:Jan-2024
  • Pages: 114
  • Format: PDF
  • Report ID: PM3483
  • Base Year: 2023
  • Historical Data: 2019-2022

Report Outlook

The global in-app advertising market was valued at USD 169.96 billion in 2023 and is expected to grow at a CAGR of 13.40% during the forecast period. Rising adoption of smartphones and the increasing preference for mobile advertisements for brand promotion and product sales are providing enormous growth opportunities for the global market. In-app advertising refers to the placement of ads within mobile applications. Advertisers use in-app ads to promote their brands, products, and services to the targeted audience.

In App Advertising Market Size

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Industry has seen rapid growth in recent years due to the widespread adoption of mobile devices and the increasing usage of mobile apps. In-app advertising offers several benefits to advertisers, such as the ability to reach a highly engaged audience and the ability to target users based on their interests, behaviours, and demographics.

Moreover, in-app advertising is an effective way for advertisers to optimize return on investment (ROI) and profitability. In-app ads provide better visibility, higher click-through rates (CTRs), and increased engagement compared to traditional advertising methods. Advertisers can track and analyse the performance of their in-app ads and optimize their campaigns in real-time to achieve better results.

It also offers several ad formats that provide a more immersive and interactive experience for users, such as interactive video ads, playable ads, and rewarded ads. These formats not only capture users' attention but also provide them with a valuable and engaging experience, leading to better engagement and higher conversion rates. It also enables market players to target potential customers effectively based on several attributes such as usage patterns, age, interests, and location. With the help of advanced targeting technologies, advertisers can reach specific audiences and increase the relevance of their ads, resulting in higher engagement and better conversion rates.

While some customers may be reluctant to make purchases on mobile devices, they still use their smartphones to find product information before making a purchase decision. This behaviour is known as "showrooming," where customers use their smartphones to compare prices, read reviews, and research products before making a purchase. This trend highlights the importance of in-app advertising, as it allows advertisers to target users during the research phase and provide them with relevant and engaging product information.

Moreover, smartphone users spend more than 90% of their time on various applications, making it an ideal choice for marketers to advertise their products and services. This behaviour presents a significant opportunity for advertisers to reach their target audience and increase brand awareness through in-app advertising. Additionally, in-app advertising allows marketers to track user engagement and gather data on user behaviour, providing valuable insights that can help them optimize their ad campaigns and improve ROI.

In-App Advertising Market Size

Industry Dynamics

Growth Drivers
Rapidly rising trend of online gaming and the increased popularity of e-commerce platforms and applications are expected to propel the further growth of the in-app advertising market. This trend has created new opportunities for advertisers to reach their target audience and increase engagement through in-app advertising. The higher click-through rate of in-app advertising compared to mobile web advertising is one of the primary reasons for the increasing spending on in-app advertisements. This is due to the more engaging user experience and the ability to target specific audiences based on their interests, behaviours, and demographics.

In addition to gaming and e-commerce applications, in-app advertising is becoming increasingly popular in other verticals, such as social media, entertainment, news, and sports. This trend is further driving the growth of the in-app advertising industry, creating new opportunities for advertisers to reach their target audience and build brand awareness.

Overall, the increasing trend of online gaming and e-commerce platforms, coupled with the higher click-through rate of in-app advertising and the revenue generation opportunities for application developers, is expected to propel the further growth of the in-app advertising industry.

Report Segmentation

The market is primarily segmented based type, platform, application, and region.

By Type

By Platform

By Application

By Region

  • Banner Ads
  • Interstitial Ads
  • Rich Media Ads
  • Video Ads
  • Native Ads


  • Android
  • iOS
  • Others


  • Entertainment
  • Gaming
  • Social
  • Online Shopping
  • Payment & Ticketing
  • News
  • Others
  • North America (U.S., Canada)
  • Europe (France, Germany, UK, Italy, Netherlands, Spain, Russia)
  • Asia Pacific (Japan, China, India, Malaysia, Indonesia. South Korea)
  • Latin America (Brazil, Mexico, Argentina)
  • Middle East & Africa (Saudi Arabia, UAE, Israel, South Africa)

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Banner adds segment held largest share in the global market in 2022

This is primarily due to its affordability, ease of implementation, and high return on investment offered by banner ads, coupled with their flexibility & versatility.  Banner ads have been widely adopted by marketers as they offer several benefits such as increasing traffic, brand awareness, and product sales. Banner ads are easy to create and can be customized to match the look and feel of the app, making them an effective tool for building brand recognition and engaging with the target audience.

Moreover, banner ads offer high returns on investment, resulting in numerous growth opportunities for the banner ads segment over the forecast period. With the help of advanced targeting technologies and data-driven ad optimization, advertisers can create highly targeted and personalized banner ads that are more likely to convert users into customers.

Interstitial ad segment registered significant growth over the study period. High growth potential is due to its ability to create engaging ad experiences, drive higher click-through rates, and offer advanced targeting capabilities. It offers advertisers more control over their ad campaigns, allowing them to target specific user demographics, interests, and behaviours to ensure their ads reach the right audience at the right time. This advanced targeting capability can help advertisers to further improve their ROI and optimize their advertising spend.

iOS segment registered high growth over the projected time period

iOS segment is expected register significant growth rate over the study period. The better features, user interface, and user-friendly nature of iOS devices have contributed to their increased adoption in many developing countries, including South Korea, China, and Japan.

Android segment garnered the maximum share. This is due to its flexibility and openness, which allows developers to create innovative advertising solutions that can be customized to meet the specific needs of advertisers and users. This flexibility also makes it easier for advertisers to target specific segments of the Android user base based on factors such as demographics, location, and device models.

In-App Advertising Market Size

North America accounted for the largest share in 2022

Region’s growth is attributed to the large number of smartphone users and the rising popularity of mobile streaming services. Video streaming services such as Hulu, Amazon Prime, and Netflix offer a wide range of programming, including TV shows, movies, and documentaries, and users spend a significant amount of time on these platforms. This has created a vast potential for in-app advertising, as advertisers can leverage the platform's popularity to reach a vast and engaged audience.

Moreover, with a significant number of mobile gamers. The gaming industry is experiencing significant growth, and mobile gaming has become increasingly popular. This growth has created a vast potential for in-app advertising, as advertisers can leverage the popularity of mobile gaming to reach a vast and engaged audience.

Furthermore, North America is also home to several leading technology companies and mobile application developers, who are driving innovation in the in-app advertising industry. These companies are continually developing new and innovative solutions to meet the needs of advertisers and consumers, which is expected to fuel further growth in the industry.

Asia Pacific is one of the fastest growing regions in the global market expected to expand with high CAGR during the forecast period. Countries in the region have a large population with high smartphone penetration rates, making them an attractive market for advertisers. Additionally, there is a significant trend towards mobile-first consumption in these countries, where consumers are using mobile devices for various activities, including shopping, entertainment, and social media. By leveraging these technologies, advertisers can analyse user data and target their advertisements to the right audience, resulting in higher engagement rates and better returns on investment.

In-App Advertising Market Size

Competitive Insight

Some of the major players are involves ironSource, Google AdMob, BYYD, Flurry, TUNE, Inc., Amobee, InMobi, Glispa, AppLovin, Chartboost, Smaato, and Leadbolt

Recent Developments

  • In July 2022, Tremor International completed the acquisition of the Amobee for the amount totalling around USD 239 Mn. This acquisition will help parent company to enhance their data-based offerings and to expand its services in other media platforms.

In App Advertising Market Report Scope

Report Attributes


Market size value in 2024

USD 192.05 billion

Revenue forecast in 2032

USD 523.72 billion


13.40 % from 2024 – 2032

Base year


Historical data

2019– 2022

Forecast period

2024– 2032

Quantitative units

Revenue in USD million/billion and CAGR from 2024 to 2030

Segments covered

By Type, By Application, By Platform, By Region

Regional scope

North America, Europe, Asia Pacific, Latin America; Middle East & Africa

Key companies

ironSource, Google AdMob, BYYD, Flurry, TUNE, Inc., Amobee, InMobi, Glispa, AppLovin, Chartboost, Smaato, and Leadbolt.


The global in app advertising market size is expected to reach USD 523.72 billion by 2032.

Top market players in the In App Advertising Market are Google AdMob, BYYD, Flurry, TUNE, Inc., Amobee, InMobi, Glispa, AppLovin, Chartboost.

North America contribute notably towards the global In App Advertising Market.

The global in-app advertising market expected to grow at a CAGR of 13.3% during the forecast period.

The In App Advertising Market report covering key are type, platform, application, and region.