Top In-App Advertising Companies (2020)

Updated: September 24, 2020

In-app advertising is the most popular kind of online advertising that drives revenue for hundreds of thousands of app brands and indie developers who have mobile ad inventory.

The majority of mobile users spend the bulk of their mobile time in apps; advertisers are focused on running ads in iOS and Android apps. These ads can be either rotated using the Waterfall rotation method when ads from multiple advertisers are rotated in a queue or using a more sophisticated method, called header bidding – when advertisers need to bid for ad inventory inside a publisher’s app.

In this section, we list all of the in-app advertising platforms.

In-App Advertising Guide

There are many benefits to using in-app advertising over other forms of advertising. For example, in-app advertising allows the advertiser to easily track the in-app behavior of that individual, meaning the data is more direct and easy to decipher.

Other advantages of in-app advertising include:

  • There’s a high level of personalization available for mobile apps
  • There are better opportunities to directly reach users
  • A variety of advertising methods, including video, display advertising, and even playable advertising
  • In-app ads are scaled to fit the app, and therefore look much more appealing to the user than mobile web ads
  • A mobile phone is a personal possession that most people carry with them wherever they go – meaning the chances to reach people are numerous

The key challenge for marketers is that people aren’t always keen to pay for a mobile app. That’s where creative solutions come in, such as allowing a user to experience the starting functionality of an app and then asking them to upgrade to the full experience if they liked their experience.

The same can be said for mobile gaming apps where a user is given access to the starting levels or challenges of the game, and then has the option to pay to unlock the rest of the game. When executed correctly, this method can work well, as long as the user feels the value on offer to them.

In-app advertising example

Source: eMarketer

In-App Advertising Formats

There are many different ways of reaching mobile users – these come in a variety of in-app advertising formats that drive revenue.

The following are the main ad formats:

  • The most standard format are in-app ads that offer animations and effects to entice the user. These could be ads like banners, native ads, and reward ads.

In-app ads example

Source: nmpidigital

  • Interstitial ads are like full-screen banners that show up between game levels and serve to break up the user experience.

Interstitial ad example

Source: nmpidigital

  • Mobile video ads tend to produce the best engagement rates, as you might expect. These ads include the pre-roll ad format, the mid-roll ad format (that appears in the middle of the video), and post-roll ads.

Mobile video ads example

Source: nmpidigital

  • Rewarded video ads are often successful and offer the user an in-game reward, such as extra lives and power-ups, for watching and interacting with the ad.

Rewarded video ads example

Source: nmpidigital

  • Native ads can be a powerful ad format due to their ability to blend into the content on screen. A good native ad won’t even appear as an ad to a user, thereby driving engagement rates and interactions.

Native ads example

Source: nmpidigital

In-app advertising is growing in strength every day, so to think about a marketing budget without it is not really a viable choice. Below you’ll find some of the best in-app advertising companies to help get you started.

List of in-app advertising services

FoundedEmployeesRevenuesSocialTraffic
201251-200---

Zoomd is dedicated to helping advertisers and publishers achieve their key performance indicators (KPIs) through a patented, performance-based advertising platform. The Company’s User Acquisition platform unifies more than 600 media sources under one dashboard including Google, TikTok, Samsung premium inventory and much more.

  • Business Models – Choose your preferred business model CPC/CPI/CPO/CPE/CPA
  • Fraud – Detection as part of the platform, adding you an extra layer of safety
  • Measurement – integrated to all major 3rd party mobile measurement solutions
  • Cost-efficiency – Save countless resources by managing all campaigns under one screen
  • Data Play – Enjoy machine decisions based on more than 500Million data points a day
Learn more about Zoomd

Smadex

Mobile-first DSP For Transparent Performance (Apps/Branding/VAS)

10
(1 vote)
(1) REVIEWS
FoundedEmployeesRevenuesSocialTraffic
2011500-1000+100M$1.5k+2.5m+

Smadex is the mobile-first programmatic DSP engineered for growth.

We are a technology company led by engineering and data science, focused on uprising the global mobile programmatic landscape through our ad tech solutions.

Using a combination of our own programmatic advertising technology, machine learning, and first-party data, we have over a decade partnering with apps, brands and performance marketers to achieve their growth goals. 

We take transparency very seriously. To guarantee our fully transparent platform remains that way, Smadex programmatic partners with the leading third-party platforms to provide innovative solutions and independent measurement at the very core of our service. 

Learn more about Smadex

AdColony

The In-App Marketplace for Brands

10
(1 vote)
(1) REVIEWS
FoundedEmployeesRevenuesSocialTraffic
2008400$192m+25k4m+

AdColony (formerly known as Opera Mediaworks) is one of the largest mobile ad networks globally. Its reach, 1,4 billion users globally, what sets it apart from other ad networks. Known for its unparalleled 3rd party verified viewability rates, exclusive Instant-Play™ HD video technology, proprietary rich media formats, its global performance advertising business and programmatic marketplace, and the company extensive SDK footprint in the Top 1,000 apps worldwide. A fully-owned subsidiary of Otello Corporation ASA, AdColony is a global organization with over 20 offices worldwide.

  • Mobile platforms: Android, IOS
  • Campaign types: CPM
  • Ad formats supported: Rich Media, Video
  • Targeting: Demographic
  • Key markets: US
Learn more about AdColony

StartApp

Mobile monetization and marketing

10
(2 votes)
(2) REVIEWS

Startapp is a mobile advertising company. It provides a self-serve platform for advertisers to quickly build and launch ad campaigns, controlling audience, creatives and budget aspects of their campaigns. Among features that sets it aside from other ad networks are uniquely designed animated and interactive ads, data-enhanced targeting, using data derived from over 300,000 mobile apps and native ad units.

  • Mobile platforms: Android, iOS
  • Campaign types: CPA, CPC, CPI, CPM
  • Ad formats supported: App Icon, Full Page Ads, InApp Ads, Interstitial, Video
  • Targeting: App, Carrier, Competitors, Connection Type, Device, Gender, Geo, OS
  • Key Markets: Global
Learn more about StartApp

SmartyAds

The Full-Stack Programmatic Ad Platform

10
(1 vote)
(1) REVIEWS

 SmartyAds is cutting-edge programmatic advertising platform tailored to the needs of supply and demand partners, data management platforms, ad networks, and agency trading desks. SmartyAds technology allows to create, launch, manage, and analyze digital ad campaigns in the most convenient way.

Learn more about SmartyAds

Mobupps

A One Stop Shop For All Your Mobile Marketing Needs

10
(1 vote)
(1) REVIEWS
FoundedEmployeesSocial
200811-505k

Mobupps is are a performance-oriented ad network, with over 10 years of experience in mobile user acquisition. The network leverages an access to private media from over 4,500 direct app publishers, as well as direct integration to all of the major global traffic sources.

  • Mobile platforms: Android, iOS,
  • Campaign types: CPC, CPI, CPM
  • Ad formats supported: App Icon, Audio, Banners, Content Lock, Coupons, Custom, In-App, Incentivized, Interstitial, Native, Notifications, Offer Wall, Pop up, PopUnder, Redirect, Rewarded Video, Rewards, Rich Media, Search, Social, Text, Video
  • Targeting: App, Carrier, Category, Country, Demographic, Device, Network, White & Black Lists
  • Key markets: Global
Learn more about Mobupps

Instagram Ads

Drive awareness and increase your customer base

10
(1 vote)
(1) REVIEWS

Google App Campaigns

Universal App campaigns that streamline the process for you

10
(1 vote)
(1) REVIEWS

Google Ads

Get your ad on Google today.

(0) REVIEWS

Google Ads acts as Google’s mobile advertising network, based on combining the Google Adwords ad buying interface with Google traffic sources such as it’s own platforms and servers as well as the legendary Admob platform.  Admob was founded in 2006 by Omar Hamoui and acquired by Google in 2009. They built one of the biggest ad networks on the planet, based on the value proposition a free ad generation tool to drive in-app installs and cross-promote apps. Google Ads proprietary IAP (in-app purchase) in-house ad format supply advertisers with app app users that, based on the platform’s data, will most likely to download / buy a particular mobile app. In July 2018 the platform was rebranded from AdMob to Google Ads.

  • Mobile platforms: iOS, Android, Unity, Cocos
  • Campaign types: CPM, CPC, CPI
  • Ad formats supported: Native, Video, Interstitial
  • Targeting: country, region, carrier, connection type, mobile platform, OS version, device, audience (user profile data)
  • Key markets: global
Learn more about Google Ads

IconPeak

Monetize your full potential

10
(3 votes)
(3) REVIEWS

Adcash

Performance Marketing Made Easy

5
(3 votes)
(3) REVIEWS
FoundedEmployeesSocial
2015100-12512k+

Smaato

Global RTB exchange for mobile ads

10
(1 vote)
(1) REVIEWS
...every impression, providing higher visibility and transparency for users and boosting the prices of in-app and mobile website traffic.

Smaato is a mobile advertising and app monetization platform. It features mobile-first ad network and ad server solution for publishers and app developers. Smaato hosts the largest independent mobile ad exchange with global reach. For advertisers it offers Smaato Demand Platform with advanced traffic optimization features, for publishers Smaato Publishers Platform that allows them to achieve high fill rates and yield high eCPMs.

  • Mobile platforms: Android, IOS, Mobile, Windows Phone
  • Campaign types: CPC
  • Ad formats supported: Banners
  • Targeting: country, publisher, app, ad format, device, connection type, GPS data, device ID
  • Key Markets: Germany, global
Learn more about Smaato

 

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