The news: 88% of mobile app ad spend is concentrated on Google and Meta, per Moloco鈥檚 Performance Through Independence report, despite high user engagement with independent apps. Advertisers who diversified their ad mix beyond the two Big Tech giants saw return on ad spend (ROAS) improve by up to 214%.
Our take: Independent mobile apps offer untapped ROI. Reducing reliance on Google and Meta by diversifying mobile app spend could boost reach, hedge against platform risks, and better align with user behavior, especially as privacy challenges threaten to reshape targeting and measurement.