Mobile advertising is essential as people spend more and more time on their phones. To reach them effectively, you have to use mobile ad serving platforms.
These platforms are the backbone of mobile advertising, helping you manage, deliver, and optimize your ads. Whether you’re a small business owner or a seasoned marketer, understanding which platforms are best suited for your needs can significantly impact your ad strategy’s success.
In this article, we’ll explore the top mobile ad serving platforms and networks you should consider for your programmatic and display advertising campaigns. Let’s dive in!
What is a mobile ad serving platform?
A mobile ad serving platform manages the delivery and optimization of ads across mobile apps and websites, ensuring that ads are shown to the right users at the right time.
These platforms offer tools for tracking ad performance, managing campaigns, and maximizing revenue through targeted and programmatic advertising. Essentially, they streamline the entire mobile advertising process, making it more efficient and effective.
DSPs on the other hand allow advertisers to buy ad inventory across multiple exchanges through a single interface. Find a list of 17 best DSPs here.
Who uses mobile ad serving platforms?
They are used by publishers or app developers, the platform helps manage their ad inventory, deciding which ads to display and optimizing revenue from ad placements. In this case, it functions as part of the sell side, focusing on selling ad space to the highest bidder.
State of the industry in 2024
As of 2024, mobile ad spending worldwide is projected to reach $402 billion, driven by the rising popularity of mobile video content and the expanding number of smartphone users. Mobile commerce is also booming, with nearly 66% of online sales occurring through mobile devices, highlighting the strong consumer preference for shopping on-the-go.
On average, adult mobile internet users globally spend 4 hours and 20 minutes per day on mobile devices alone as of 2022.
Additionally, the U.S. leads globally in mobile ad spending, with more than $300 billion annually. China follows as the second largest market, with nearly $150 billion spent on mobile advertising annually.
This data shows that mobile ad serving platforms are essential for managing such numbers. Followingly, we will list the top 11 platforms and briefly explain what strategy they are best for.
1. Google AdMob
Google AdMob is one of the most popular mobile ad serving platforms, and for a good reason. Powered by Google, it offers a robust set of tools for app developers and advertisers alike. AdMob supports a variety of ad formats, including banner ads, interstitial ads, and rewarded video ads, making it a versatile choice.
Why Choose Google AdMob?
- Massive Reach: As part of the Google ecosystem, AdMob gives you access to a vast network of advertisers and apps.
- Advanced Analytics: Google’s familiar analytics tools help you optimize ad performance in real-time.
- User-Friendly Interface: Even if you’re new to mobile advertising, AdMob’s intuitive interface makes it easy to get started.
If you’re looking to monetize your mobile ads effectively, AdMob is a great place to start.
2. Facebook Audience Network
Facebook Audience Network extends the reach of Facebook ads beyond the social media platform. This network allows advertisers to serve ads on a wide range of mobile apps, giving your social campaigns greater exposure.
Why Choose Facebook Audience Network?
- High Engagement: Facebook’s advanced targeting options mean your ads reach highly engaged users.
- Diverse Ad Formats: From native ads to rewarded video, you can choose the format that best suits your campaign goals.
- Seamless Integration: If you’re already running ads on Facebook, integrating with the Audience Network is a breeze.
For those keen on maximizing their mobile ad performance, the Facebook Audience Network is an excellent addition to your ad strategy.
3. Smaato
Smaato is another robust mobile ad serving platform that provides global reach and real-time bidding options. Smaato offers a self-serve platform for advertisers and publishers, making it a versatile tool for both sides of the ad ecosystem.
Why Choose Smaato?
- Global Reach: With access to over 90,000 advertisers and 450 demand partners, Smaato ensures your ads reach a broad audience.
- Programmatic Advertising: Smaato’s demand-side platform (DSP) allows for efficient and effective programmatic ad placements.
- Flexible Monetization Options: From in-app ads to video ads, Smaato provides various monetization opportunities.
Their focus on programmatic advertising aligns well with advertisers who want to understand the intricacies of ad serving and optimize their campaigns accordingly.
4. InMobi
InMobi is a comprehensive mobile ad serving platform that excels in delivering personalized ad experiences. It’s particularly strong in emerging markets, making it a top choice for businesses looking to expand their reach globally.
Why Choose InMobi?
- Personalized Advertising: InMobi’s AI-driven platform delivers highly personalized ads, enhancing user engagement.
- Global Reach: InMobi is a leading ad platform in Asia, Africa, and other emerging markets.
- Diverse Ad Formats: Whether you need display ads, video ads, or native ads, InMobi offers various options to meet your needs.
For businesses aiming to navigate the complexities of mobile ads, InMobi is a powerful tool in your arsenal.
5. AppLovin
AppLovin is a well-rounded mobile ad serving platform that combines user acquisition and monetization in one comprehensive suite. It’s known for its robust analytics and optimization tools, making it a favorite among app developers. They acquired another well known mobile ad serving platform, MoPub, in 2021.
Why Choose AppLovin?
- Integrated Platform: AppLovin offers a seamless experience from user acquisition to ad monetization.
- Advanced Analytics: The platform provides detailed insights into ad performance, allowing for data-driven decisions.
- High-Quality Demand Sources: With access to top-tier advertisers, AppLovin helps maximize your ad revenue.
If you’re seeking a platform that allows you to understand and control your ad performance, AppLovin is a top contender.
6. AdColony
AdColony is renowned for its high-quality video ads, making it a go-to platform for brands focused on delivering immersive ad experiences. With its Instant-Play™ HD video technology, AdColony ensures your video ads load quickly and play smoothly, providing a premium user experience.
Why Choose AdColony?
- High-Quality Video Ads: AdColony’s focus on video ads makes it ideal for brands looking to engage users visually.
- Global Reach: With a presence in over 85 countries, AdColony offers extensive global reach.
- Innovative Ad Formats: Beyond video, AdColony provides interactive and playables, perfect for creating engaging ad experiences.
For those looking to monetize ads through innovative formats, AdColony is a platform worth exploring.
7. IronSource
IronSource is a leading mobile ad serving platform that excels in app monetization and user growth. Known for its advanced mediation platform, IronSource helps developers maximize their ad revenue by connecting them with multiple ad networks.
Why Choose IronSource?
- Advanced Mediation: IronSource’s mediation platform ensures higher fill rates and better revenue by balancing demand from various ad networks.
- Diverse Ad Formats: From rewarded videos to banner ads, IronSource offers multiple ad formats to suit your strategy.
- Comprehensive Analytics: With detailed insights into ad performance, IronSource helps you make informed decisions.
If you want to delve deeper into how ad servers operate, IronSource provides an excellent example of a sophisticated platform in action.
8. Chartboost
Chartboost is a mobile ad serving platform designed specifically for mobile games. It offers unique features like direct deals and cross-promotion, making it a favorite among game developers looking to monetize their apps.
Why Choose Chartboost?
- Focus on Gaming: Chartboost is built with mobile games in mind, offering tailored ad solutions for the gaming industry.
- Direct Deals: Chartboost allows developers to strike direct deals with advertisers, leading to better revenue opportunities.
- Cross-Promotion: Promote your other games within your own app, boosting user retention and revenue.
For game developers seeking to maximize ad revenue through specialized platforms, Chartboost is a top choice.
9. Unity Ads
Unity Ads is specifically designed for mobile games, making it an excellent choice for game developers. It integrates seamlessly with the Unity engine, allowing developers to monetize their games with rewarded videos, banners, and interstitials.
Why Choose Unity Ads?
- Seamless Integration with Unity: If you’re developing games with Unity, this ad platform is a natural fit.
- High-Quality Video Ads: Focus on rewarded video ads to increase user engagement.
- Robust Analytics: Get detailed insights into your ad performance and optimize accordingly.
Unity Ads is a go-to for game developers aiming to monetize their mobile games efficiently.
10. Apple Search Ads
Apple Search Ads is a powerful platform for promoting apps on the Apple App Store. It allows advertisers to bid on keywords to ensure their apps appear at the top of search results, making it easier for users to discover new apps.
Why Choose Apple Search Ads?
- High Intent Traffic: Ads appear at the top of relevant search results, reaching users actively searching for apps.
- Precise Targeting: Apple Search Ads allows you to target users based on demographics, location, and user behavior.
- Seamless Integration with App Store: As an Apple product, it integrates smoothly with your app’s presence on the App Store.
If you’re looking to boost app downloads and visibility, Apple Search Ads is a must-have in your mobile advertising toolkit.
11. AppsFlyer
AppsFlyer is a mobile attribution platform that helps advertisers track and measure the effectiveness of their campaigns across various channels. It offers advanced analytics and fraud prevention tools, making it a critical component for any data-driven marketing strategy.
Why Choose AppsFlyer?
- Comprehensive Attribution: AppsFlyer tracks user interactions across multiple channels, providing a complete view of campaign performance.
- Fraud Prevention: The platform includes robust tools to detect and prevent ad fraud, ensuring you get the most from your ad spend.
- Advanced Analytics: With detailed insights into user behavior, AppsFlyer helps optimize your marketing efforts for better ROI.
Also, for marketers focused on tracking and optimizing their ad campaigns, AppsFlyer is an essential platform.
If you want to understand more about how mobile ad servers work, AppsFlyer is a perfect example of a platform that excels in this area.
Make exceptional app ads
To create effective mobile ads, you need more than just the right platform; you must deliver engaging, high-performing creatives. Nexd crafts innovative mobile ads optimized for performance and user engagement.
Nexd’s lightweight, interactive ad formats load quickly and capture attention, enhancing user experiences and driving higher conversion rates. Whether you’re boosting app downloads or improving ad viewability, Nexd’s solutions elevate your mobile advertising strategy. Look at examples here!
Conclusion
Choosing the right mobile ad serving platform can make or break your mobile advertising strategy. Whether you’re a small business owner or an app developer, understanding the strengths of each platform can help you make informed decisions and optimize your ad campaigns.
Remember, the best platform for you depends on your specific needs, whether it’s maximizing reach, enhancing user engagement, or boosting ad revenue. Take the time to explore these platforms, and you’ll be well on your way to creating successful mobile ad campaigns.If you’re new to mobile ads or need a refresher, check out this comprehensive guide to get started. And if you’re already running ads, consider how these platforms can help improve your ad viewability and performance.