--- title: "Pixalate's Global Mobile App Ad Spend Benchmarks Report: Q2 2024" description: Pixalate's Q2 2024 Global Mobile App Ad Spend Benchmarks Report for open programmatic advertising provides a detailed analysis of estimated global open programmatic ad spend on mobile apps image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Global%20-%20IAB%20Categories%20Mobile%20Ad%20Spend%20Trends%20-%20Q2%202024.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/social-suggested-images/f.hubspotusercontent40.nethubfs2364596Blog_MediaBlog%20photospixalate-blog-bg.png) [Benchmarks](https://www.pixalate.com/blog/topic/benchmarks) | [Ad Spend](https://www.pixalate.com/blog/topic/ad-spend) | 2 min read # Pixalate Releases Global Mobile App Ad Spend Benchmarks Reports for Open Programmatic Advertising: $6.4 Billion in Estimated Ad Spend in Q2 2024 Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Aug 20, 2024 2:40:55 PM *Pixalate’s data science team analyzed over 50 billion open programmatic ad transactions across 5.1 million mobile apps in the Google Play Store and Apple App Store in Q2 2024 to compile this global research, including breakdowns by region (North America, EMEA, APAC, LATAM); An estimated $4 billion in open programmatic ad spend went to apps in the ‘Video Gaming’ IAB mobile app category* **LONDON, 17 August 2024 --**[Pixalate](https://www.pixalate.com/), the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the inaugural [Global Mobile App Ad Spend Benchmarks Report](https://www.pixalate.com/iab-categories-ad-spend-trends-global) for open programmatic advertising. The Q2 2024 report provides a detailed analysis of estimated global open programmatic ad spend on mobile apps from the Google Play Store and Apple App Store, including breakdowns by IAB categories and subcategories. Pixalate also released [North America](https://www.pixalate.com/iab-categories-ad-spend-trends-north-america), [Asia-Pacific (APAC)](https://www.pixalate.com/iab-categories-ad-spend-trends-apac), [Europe, the Middle East and Africa (EMEA)](https://www.pixalate.com/iab-categories-ad-spend-trends-emea), and [Latin America (LATAM)](https://www.pixalate.com/iab-categories-ad-spend-trends-latam) versions of the report. Pixalate’s data science team analyzed over 50 billion open programmatic ad transactions across 5.1 million mobile apps in the Google Play Store and Apple App Store in Q2 2024 to compile the research in this series. Pixalate's datasets consist predominantly of buy-side open auction programmatic traffic sources. ## **Key Findings: Q2 2024 Global Mobile App Ad Spend Benchmarks Report** - **$6.4 billion** estimated global open programmatic mobile app ad spend in Q2 2024  - **“Video Gaming”** IAB app category captured an estimated **63%** share of open programmatic ad spend on mobile apps in Q2 2024, representing an estimated $4 billion global open programmatic mobile app ad spend - **“Video Gaming”** led globally and in all four global regions, including EMEA (73% SOV), North America (64% SOV), LATAM (62% SOV), and APAC (53% SOV) - **“Healthy Living”** IAB app category grew its share of open programmatic ad spend by 69% YoY, Q2 2023 vs. Q2 2024 - **“Nutrition”** IAB app subcategory under the “Healthy Living” IAB category saw the most YoY growth in ad spend, seeing a 65% YoY increase - In **APAC**, Google AdExchange sold 41% of open programmatic ads in the **“Music and Audio”** IAB app category, according to Pixalate’s estimates - In **North America**, TripleLift Inc. sold 28% of open programmatic ads in the **“News and Politics”** IAB app category, according to Pixalate’s estimates The report offers insights for advertisers evaluating contextual targeting strategies in the global open programmatic supply chain. With the rise of contextual advertising amidst the deprecation of cookies and behavioral targeting, advertisers can use the data and insights from this new report to understand the distribution of advertising spend as determined by Pixalate, across different IAB categories and subcategories within specific regions. Advertisers can further use the insights to optimize campaigns to reach more relevant audiences within appropriate mobile environments. Download the reports for a complete analysis and review of IAB Ad Spend Trends: [![Global](https://no-cache.hubspot.com/cta/default/2364596/630565f2-604b-4bae-a43a-e78771abb918.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/630565f2-604b-4bae-a43a-e78771abb918)    [![North America](https://no-cache.hubspot.com/cta/default/2364596/428c65b2-8521-4c50-86b1-0e73aa6b5f14.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/428c65b2-8521-4c50-86b1-0e73aa6b5f14)    [![APAC](https://no-cache.hubspot.com/cta/default/2364596/7cd7fd88-ac45-40b9-9e9d-a648ed5cf340.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/7cd7fd88-ac45-40b9-9e9d-a648ed5cf340) [![LATAM](https://no-cache.hubspot.com/cta/default/2364596/207226cf-0192-4d5e-9a87-dd42f49181a6.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/207226cf-0192-4d5e-9a87-dd42f49181a6)    [![EMEA](https://no-cache.hubspot.com/cta/default/2364596/916f1698-4762-4425-9f3f-f4b291046ec8.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/916f1698-4762-4425-9f3f-f4b291046ec8) **About Pixalate** Pixalate is a global market-leading ad fraud protection, privacy, and compliance analytics platform. Pixalate works 24/7 to guard your reputation and grow your media value by offering the only system of coordinated solutions across display, app, video, and CTV for the detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. [www.pixalate.com](https://www.pixalate.com/) **Disclaimer** The content of this press release, and the Mobile App Ad Spend Benchmarks Reports, reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to the time period studied. ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Pixalate Releases Top 100 Connected TV (CTV) Bundle ID Rankings For Global Open Programmatic Advertising on Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV in July 2024](https://www.pixalate.com/blog/july-2024-top-100-ctv-bundle-ids) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Releases Q2 2024 Global Mobile Device Market Share Report: Apple iPhone Leads Globally (51%), Followed by Samsung, Huawei, & Xiaomi →](https://www.pixalate.com/blog/q2-2024-global-mobile-device-market-share-report) ## You May Also Like These Stories on Benchmarks [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/United%20States%20%26%20GLOBAL%20-%20IVT%20Benchmarks%20-%20Q1%202026.png) ](https://www.pixalate.com/blog/q1-2026-ad-fraud-benchmarks-report-for-north-america) [Mobile](https://www.pixalate.com/blog/topic/mobile) ### [Pixalate Releases Q1 2026 North America Invalid Traffic (IVT) & Ad Fraud Benchmarks: United States Mobile Apps See 32% Invalid Traffic (IVT) Rate](https://www.pixalate.com/blog/q1-2026-ad-fraud-benchmarks-report-for-north-america) Apr 29, 2026 8:00:01 AM | 2 min read [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/UNITED%20KINGDOM%20%26%20GERMANY%20%26%20GLOBAL%20-%20IVT%20Benchmarks%20-%20Q1%202026.png) ](https://www.pixalate.com/blog/q1-2026-ad-fraud-benchmarks-report-for-emea) [Mobile](https://www.pixalate.com/blog/topic/mobile) ### [Pixalate Releases Q1 2026 EMEA Invalid Traffic (IVT) & Ad Fraud Benchmarks: United Kingdom Connected TV (CTV) Most at Risk with 46% IVT Rate](https://www.pixalate.com/blog/q1-2026-ad-fraud-benchmarks-report-for-emea) Apr 29, 2026 8:00:00 AM | 2 min read [![](https://www.pixalate.com/hubfs/Blog%20Media/2025%20Covers%20and%20Images/APAC%20-%20IVT%20Benchmarks%20-%20Q3%202025.png) ](https://www.pixalate.com/blog/q3-2025-ad-fraud-benchmarks-report-for-apac) [Mobile](https://www.pixalate.com/blog/topic/mobile) ### [Pixalate Releases Q3 2025 APAC Invalid Traffic (IVT) & Ad Fraud Benchmarks: Japan Had The Lowest Web Ad Fraud Rate (13%), Singapore Most at Risk on CTV (43%), and Mobile Apps (41%)](https://www.pixalate.com/blog/q3-2025-ad-fraud-benchmarks-report-for-apac) Nov 7, 2025 10:00:00 AM | 2 min read ** ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/global-mobile-app-ad-spend-benchmarks-report-q2-2024#) # Disclaimer Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees. Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.” ** ** *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Contact Us12 Loading... ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Download GSTI Loading... Schedule your demo today Please complete all fields Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). * * * * *