In-App Advertising - United States

  • United States
  • Ad spending in the In-App Advertising market in the United States is forecasted to reach US$131.00bn in 2024.
  • The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 9.66%, leading to a projected market volume of US$207.70bn by 2029.
  • The average ad spending per mobile internet user in the In-App Advertising market in the United States is estimated to be US$384.70 in 2024.
  • When compared globally, China is expected to generate the highest ad spending, reaching US$132.60bn in 2024.
  • In the United States, the In-App Advertising market is experiencing a shift towards personalized and interactive ad formats to enhance user engagement.

Key regions: China, Europe, United States, Asia, Germany

Region comparison

Analyst Opinion

In-App Advertising in the United States has experienced significant growth in recent years, driven by changing customer preferences, emerging trends in the market, and local special circumstances. With the increasing popularity of smartphones and mobile apps, the demand for in-app advertising has soared, making it a lucrative market for advertisers and app developers alike. Customer preferences in the United States have shifted towards mobile devices, with smartphones becoming an integral part of people's daily lives. As a result, there has been a surge in the usage of mobile apps, creating a vast audience for in-app advertising. Consumers are spending more time on their smartphones, engaging with various apps, and this presents a unique opportunity for advertisers to reach their target audience in a highly targeted and personalized manner. Trends in the market indicate that advertisers are increasingly investing in in-app advertising in the United States. This is driven by the effectiveness of in-app ads in capturing users' attention and generating higher engagement compared to traditional forms of advertising. In-app ads can be seamlessly integrated into the user experience, ensuring that they are not intrusive and are more likely to be noticed by users. Additionally, the ability to leverage user data and advanced targeting capabilities allows advertisers to deliver relevant and personalized ads, further enhancing the effectiveness of in-app advertising. Local special circumstances in the United States, such as the presence of a highly developed mobile app ecosystem and a tech-savvy population, have contributed to the growth of the in-app advertising market. The United States is home to many leading technology companies and innovative startups, which have created a vibrant app development community. This has resulted in a wide range of high-quality apps being available to users, attracting a large user base and creating ample opportunities for in-app advertising. Underlying macroeconomic factors, such as a strong economy and high consumer spending, have also played a role in the development of the in-app advertising market in the United States. A favorable business environment and robust digital infrastructure have enabled advertisers and app developers to capitalize on the growing demand for in-app advertising. Furthermore, the United States has a highly competitive advertising industry, with advertisers constantly seeking innovative ways to reach their target audience and stay ahead of the competition. In conclusion, the In-App Advertising market in the United States has witnessed significant growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. As the use of mobile apps continues to rise and advertisers recognize the effectiveness of in-app advertising, the market is expected to further expand in the coming years. Advertisers and app developers in the United States are well-positioned to capitalize on this growing market and leverage the opportunities it presents.


Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.


We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.


  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Downloads
  • Demographics
  • Global Comparison
  • Methodology
  • Key Market Indicators
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