Google and Facebook continue their lead as providing the best return on investment (ROI) for advertisers, according to new research by Singular released today.
The latest ROI Index ranks the top performing ad networks for mobile marketers on both iOS and android.
The report noted that a larger number of mobile advertising partners are now adopting full transparency with brands by sharing details on where and when their ads are running. Among them are Jammp, Aarki, ironSource, Vungle, AppLovin, and ChartBoost all of which provide improved transparency.
At the same time, Snap is still performing well for advertisers. Singular says it noted the company climbing in every single ROI index category hitting number 3 in Android and iOS right behind Facebook.
Interestingly, Android appears to be shaped by a more volatile ROI ecosystem with a third of new brands entering the Index. At the same time, 80% of ad networks on the list changed position. On iOS, 73% of ad networks changed position but just two new ones were added.
Fraud was a dominant theme for advertisers across the index in 2018 with Singular deleting 15 companies from the ROI Index due to excessive fraud.
Although Facebook, Google and Apple Search Ads featured in the retention index this year, Twitter ranked second on iOS marking an impressive change. Meanwhile, Vungle came third on both iOS and Android for retention. AdColony, AppLovin, Unity and ironSource also made the top 10 on both operating systems.