Prior to iOS 14.5, Apple led Android in terms of in-app advertising (IAA) revenues. By June 2021, Android had overtaken Apple, capturing 10.2% of IAA revenues versus Apple’s 9.7%, a gap that has continued to widen. While Google plans to introduce more privacy tools for Android, it has said it will remain opt-out versus opt-in. Desktops and Consoles Widen Target for Interstitial Ads.

Programmatic digital display advertising includes native ads and ads on social networks like Facebook and Twitter. Programmatic digital display advertising fees, also known as programmatic fees, include the portion of programmatic display ad spend that is paid to technology and software intermediaries that execute the transaction before the publisher receives the spending as ad revenues.

Apple's introduction of AppTrackingTransparency in iOS 14.5 changed how the mobile app industry approaches monetization and measurement. Here’s what you should know about the changes, along with best practices for mobile publishers and advertisers.

Video is a growing part of advertising on social media. Here’s how advertisers are using video ads on social platforms to drive ad performance throughout the funnel.

When Amazon starts a new business, competitors scrap business plans and markets shudder. We examined 19 of Amazon’s divisions to help parse how the company fuels its flywheel to keep driving the virtuous cycle.

In our most recent forecast for in-app advertising, we project in-app advertising will account for 81.5% of total mobile ad spending in 2022. That equates to $137.63 billion worth of in-app advertising, roughly $5 billion more than we'd projected in December 2021. IAPs Are Growing. IAPs will grow 13.0% to $42.3 billion in 2022.

Native advertising is another reason mobile programmatic transactions are popular. We define native advertising as ads that match the form and function of their environment. Our broad definition includes sponsored content, promoted content, content recommendation widgets, in-feed units (e.g., Facebook, Twitter, Yahoo News), rewarded video ads, and outstream video ads within a feed or article.

Often oversee performance marketing to include referral programs, affiliate, and native advertising. In high-growth and challenger brands, they may own innovation and channel management. In some industries, a chief revenue officer is responsible for both marketing and sales. 3. Brand-Focused CMOs Build Equity and Value. Define a brand’s creative strategy and oversee all aspects of execution.

Consumers are frustrated by intrusive or invasive ad experiences, and they’re concerned about how advertisers use their data. Here’s how consumers perceive their ad experiences across media channels, how they avoid ads, and how brands, advertisers, and publishers are responding.

Spotify adds clickable ads to its advertising lineup: The audio streaming company aims to transform podcast advertising with visual and interactive experiences.

US mobile ad spending will reach $96.07 billion this year, lower than our pre-pandemic estimate of $105.34 billion. eMarketer principal analyst at Insider Intelligence Yoram Wurmser joins host Nicole Perrin to discuss why despite this year's blip, mobile ad monetization is on a better trajectory than before, how advertisers will deal with the SKAdNetwork, and what the future holds for contextual in-app advertising.

App bidding (think header bidding for mobile apps) is becoming a more popular way for developers to optimize yield from their mobile apps. Andy Berman, head of North America at Facebook Publisher Solutions, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss increased engagement with mobile games during the pandemic and how a hybrid model of in-app purchases and in-app advertising is working for app publishers.

The pandemic has caused reduced advertiser spending overall, leading to lower growth of in-app ad spending despite significantly higher numbers of ad placements. While in-app purchases (IAPs) never stopped growing amid the pandemic, publisher revenues have recently been shifting from in-app advertising to purchases.

Join us for eMarketer One-on-One, a new video interview series where industry leaders share how to stay competitive in the marketing and advertising worlds. Abhay Singhal, CEO of InMobi, talks with Geoff Ramsey, co-founder of eMarketer and chief evangelist of Insider Intelligence, about the power of in-app advertising for brands. Abhay also debunks a few in-app advertising myths and offers insights on what may lie ahead.

As much as consumer behavior and the wider economic situation influence the app economy, Apple and Google do as well. With their commissions on in-app purchases (IAPs) and subscriptions, and with their rules surrounding data and advertising, they can make or break different monetization strategies. The changes set to take effect in early 2021 under Apple’s iOS 14, especially, have upended app monetization.

The average US adult spent 25 additional minutes per day on mobile apps in 2020 than the year prior, according to eMarketer. And we expect these gains across most mobile activities will become permanent this year. In fact, we anticipate US adults will add 6 minutes to their average time spent with apps. As data suggests, it is clear that marketers need to revisit their mobile strategy for the year ahead. Curated by eMarketer, this collection of articles, insights, and interviews will help you understand the mobile landscape today across key areas such as in-app advertising, video, SMS, gaming, and more.

It looks likely that apps and other service providers will pursue more varied monetization strategies this year. Traditionally, apps mostly pursued two strategies: in-app purchases and in-app advertising. Over the past couple of years, many developers have combined the two, but we’re increasingly seeing them use subscription-based models, as well as coupons or other incentives for viewing advertising, such as rewarded video. This shift will continue into 2021.

TikTok has launched a new native ad format, Spark Ads, which allows brands to amplify their own organic content or existing user-generated content via paid in-feed or TopView ads.