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Mobile ad spending reaches $203 billion: Desktop grows steadily, but its share falls below 25%, reflecting the continued platform shift.

In-app ads will drive US mobile ad spending past $200 billion in 2024.

In 2026, 39.5% of all mobile ad spending will be for video ads alone, slightly more than search’s 38.3% share. Over 80% of mobile ad spending will be in apps this year. Social platforms are a big reason for this lopsided split. They will generate 43.0% of all mobile ad spending and 52.1% of in-app ad spending.

Mobile in-app ad spending is projected to grow even faster, rising 12.6% in 2025 to nearly $190 billion. By 2029, mobile will make up nearly 68% of total digital ad spending in the US, climbing from 66% this year. Yes, but: Under current conditions, total mobile ad spending in the US is expected to expand over 12% this year.

AppLovin now commands a notable share of mobile ad spending. It ranks as the third-largest mobile gaming in-app advertising network behind Google and Meta, according to Naavik. Its scale allows it to compete with industry giants while offering specialized solutions tailored to mobile-first advertisers and developers.

Mobile ad spend in Southeast Asia hit $9.1 billion in 2023, yet only 51% of businesses in the region plan to adopt fraud detection tools despite heavy reliance on mobile apps. How it works: Fraudsters use a mix of sophisticated and simple methods to circumvent filters and farm impressions. Fake installs and event spoofing distort marketing data.

Social media is overwhelmingly consumed on mobile devices, and thus social network ad spending mostly qualifies as mobile ad spending. Industries like travel that deprioritize social typically show less of a slant toward mobile devices as well. Healthcare and pharma is the only industry that spends a lower share on mobile than travel.