Pixalate Releases Global Mobile App Ad Spend Benchmarks Reports for Open Programmatic Advertising

Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, released the inaugural Global Mobile App Ad Spend Benchmarks Report for open programmatic advertising. 

The Q2 2024 report provides a detailed analysis of estimated global open programmatic ad spend on mobile apps from the Google Play Store and Apple App Store, including breakdowns by IAB categories and subcategories.

Pixalate also released North America, Asia-Pacific (APAC), Europe, the Middle East and Africa (EMEA), and Latin America (LATAM) versions of the report.

Pixalate’s data science team analysed over 50 billion open programmatic ad transactions across 5.1 million mobile apps in the Google Play Store and Apple App Store in Q2 2024 to compile the research in this series. Pixalate's datasets consist predominantly of buy-side open auction programmatic traffic sources.

Key Findings: Q2 2024 Global Mobile App Ad Spend Benchmarks Report

• $6.4bn (£4.8bn) estimated global open programmatic mobile app ad spend in Q2 2024
• The video gaming IAB app category captured an estimated 63% share of open programmatic ad spending on mobile apps in Q2 2024, representing an estimated $4bn (£3.04bn) global open programmatic mobile app ad spend.
• Video Gaming led globally and in all four global regions, including EMEA (73% SOV), North America (64% SOV), LATAM (62% SOV), and APAC (53% SOV).
• Healthy Living IAB app category grew its open programmatic ad spend share by 69% YoY, Q2 2023 vs. Q2 2024.
• Nutrition IAB app subcategory under the “Healthy Living” IAB category saw the most YoY ad spend growth, a 65% YoY increase.
• In APAC, Google AdExchange sold 41% of open programmatic ads in the Music and Audio IAB app category, according to Pixalate’s estimates.
• In North America, TripleLift Inc. sold 28% of open programmatic ads in the News and Politics IAB app category, according to Pixalate’s estimates.

The report offers insights for advertisers evaluating contextual targeting strategies in the global open programmatic supply chain. With the rise of contextual advertising amidst the deprecation of cookies and behavioural targeting, advertisers can use the data and insights from this new report to understand the distribution of advertising spend as determined by Pixalate, across different IAB categories and subcategories within specific regions. Advertisers can further use the insights to optimise campaigns to reach more relevant audiences within appropriate mobile environments.

Download the reports for a complete analysis and review of IAB Ad Spend Trends: 

• Global
• North America
• EMEA
• APAC
• LATAM