App Advertising Leaderboard

Artyom Dogtiev

Updated: March 21, 2019


Today the bulk of online advertising happens on mobile devices and specifically in mobile apps, in which people spend 2-4 hours a day. In 2018 mobile apps were downloaded 194 billion times and in total (paid downloads, in-app purchases and app subscriptions) generated $100 billion. Given this scale, mobile apps present unparalleled opportunity for businesses to advertise. The app advertising market is divided between such big players as Facebook, Google, Twitter, Apple and Snapchat, that at some point grew their mobile ad muscle, and mid size companies like Applovin, AdColony, Vungle and others that from the get-go have been focusing on mobile.

These companies utilize a number of well established ad formats and today the clear leader among them is video, thanks to its ability to tell a story about a product like no other format is capable of. All these ad platforms have reached the level of sophistication to be able to connect brands with their target audience via the right channel and in the right moment.

On the flip side, there are many problems and challenges that app advertising is facing and mobile ad fraud is in the center of them. All companies we’ve listed below do address this number one threat to the digital advertising legitimacy with sophisticated algorithms to counteract and stop ad fraudsters in their tracks.

The methodology applied for producing this App Advertising Leaderboard was to survey data from public sources such as Owler, Similarweb, LinkedIn, Thalamus.co, as well as companies own data. The list of companies was developed based on ranking data from three app marketing intelligence platforms – Singular, AppsFlyer and Kochava.

Media Sources Ranking (March, 2019)

# Company AppsFlyer Ranking* Singular iOS Ranking* Singular Android Ranking* Singular iOS Ranking** Singular Android Ranking** Kochava Ranking Web traffic (m) Employees number Estimated Annual Revenues $ million
 1 Google Ads  2  4  1 2 2  –  57,000 225,000 136,000
 2 Facebook Ads 1 2 2 1 1  – 27,800 36,000 55,800
 3 Twitter 5 5 6 8 10 4,000 3,900  3,000
 4 Manage (Criteo) 9 15 16 275 2,700 2,300
 5 Snapchat 7 3 3 13 15  – 86 2,900 1,200
 6 Search Ads 3 1 4 620 10,000 500
 7 Vungle 6 14 15 5 5 18 43 375 300
 8 InMobi 17  –  –  – 4.5 1,100 280
 9 AppLovin 3 7 7 6 8 10 11 115 234
 10 AdColony 8 6 11 9 11 20 4 304 192
 11 Unity Ads 13 10 14 4 4 7 24 75 141
 12 Liftoff 12 13 5 14 14 17 27 163 118
 13 Tapjoy 19 9 9 7 7  – 1.3 306 86
 14 Digital Turbine 18  – 8  –  – 0.09 158 59
 15 ironSource 15 8 4 9 9  – 0.3 707 25
16 Leadbolt 16  –  – 4 0.09 152 6
17 AdAction Interactive 20  –  – 0.08 52 6
18 Moloco 10  – 6 0.1 35 3.5
19 ByteDance 11 1.9 6,300 1
20 9Apps 14 4.5 200 1

Sources:
Singular – Singular 2019 ROI Index
AppsFlyerAppsFlyer Performance Index
KochavaKochava Traffic Index
Owler, Similarweb, Company Data, LinkedIn, Thalamus.co
* – Non-Gaming
** – Gaming