In collaboration with eMarketer, Moloco has curated a comprehensive snapshot report aimed at capturing the vast opportunities available for mobile app marketers within the open internet space. 

While the overall number of smartphone app users and installers is on the rise, consumers are actually installing fewer apps. As a result, marketers need to get creative in order to reach and acquire new users.

By embracing the open internet (inventory outside of walled gardens), marketers can expand their reach beyond Apple, Google, and Meta. In fact, 43% of total US mobile app install ad revenues in 2024 will come from companies outside of the triopoly, per eMarketer’s forecast.

Check out this report to learn about the app categories growing the fastest, the benefits of programmatic app advertising, and how first-party data and AI can fit into their overall strategy.

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