Another analytical report was released by the data attribution service Tenjin. It detailed the state of the advertising market in mobile games from January to March 2024.

Important: the eCPM statistics for different types of ads are based on CAS.AI data (covering 6 billion ad impressions). The rest of the statistics are based on data collected from apps with Tenjin SDK (covering 146 billion ad impressions).

  • In the first quarter, 59% of mobile game ad revenue came from Android. For comparison: five years ago, Android's share was much lower at 37%, but it sharply increased after iOS’s privacy policy changes in 2021.
  • The U.S. accounted for a third of Android game ad revenue. Following were Russia (9%), Japan (7%), Brazil (5%), and Germany (4%).
  • The U.S. also led in iOS game ad revenue. The U.S. accounted for 55% in the first quarter. Alongside the U.S., the top 5 countries included Japan (11%), the UK (6%), Russia (6%), and Canada (3%).
  • The top 5 ad networks by revenue in Android games were Google AdMob (28%), AppLovin (24%), Unity Ads (13%), Mintegral (11%), and IronSource (5%).
  • On iOS, AppLovin led the ad networks with a 37% share. Unity Ads followed in second place with a 16% share. Then came Google AdMob (15%), Mintegral (11%), and IronSource (9%).
  • In the U.S., Android had the highest eCPM (effective cost per thousand impressions) for banners at $1.22. On iOS, Japan had the highest eCPM for banners at $1.25. In Russia, it was $0.5 for Android and $0.83 for iOS.
  • For interstitial ads, the highest eCPM on both Android and iOS was in the U.S. at $19.62. In Russia, it was $4.69 on both Android and iOS.
  • For rewarded ads, the highest eCPM on Android was in the U.S. at $27.88. On iOS, Australia had the highest eCPM for this type of ad at $30.97. In Russia, it was $4.63 on both Android and iOS.