Mobile advertising remains concentrated around a few dominant platforms, but challengers are gaining ground, per AppsFlyer’s Performance Index. Worldwide, Google Ads and Apple Ads remain No. 1 and No. 2, respectively, but AppLovin, Mintegral, Meta Ads, and TikTok for Business are climbing the rankings. As industries push further into mobile ads, competition is intensifying around creative efficiency, privacy-safe measurement, and cross-platform diversification. Marketers should prioritize mobile-first creative, test emerging networks early, and diversify across iOS and Android to hedge volatility.

Streaming TV advertising is moving toward transparency and accountability as DoubleVerify (DV) brings Open Measurement (OM SDK), a standard in desktop and mobile advertising, to streaming environments. Expanding access to OM SDK and providing standards for transparency in streaming will enable advertisers to plan and measure streaming ad campaigns effectively—marking a major industry shift.

AppLovin has emerged as one of the most influential players in mobile advertising. Here’s a breakdown of its business model, competitive advantages, and future growth opportunities.