ironSource, Unity Ads and AppLovin are responsible for 35% of the mobile games advertising market

Appsflyer has presented a report on the state of affairs in the mobile advertising market for the second half of 2019. One of the central conclusions for the industry is that the triumvirate of ironSource, Unity Ads and AppLovin has an increasingly important role in promoting games.

As a result of the first half, they accounted for a total of 25% of the mobile games advertising market. At the end of 2019, the situation changed. They have increased another 10 percentage points in total.

The main growth came from Unity Ads, whose share of gaming installations increased by 76% in July-December. All thanks to the increase in the number of partners — game studios, — Appsflyer reports.

ironSource has also seriously increased its volumes. Now it is the third number in the world in terms of gaming traffic. Recall that six months ago, this position was for AppLovin, which is now lagging behind Unity Ads in terms of volumes.

Appsflyer analysts report that ironSource has grown thanks to significant investments in its own product: “The network has created a ROAS optimizer and its own RTB mediation with a cascading model, cross-promotion functions and automated advertising procurement.”

The report also reports that all other advertising companies lag far behind the leading five in terms of indicators (Google Ads and Facebook Ads are the main advertising players in any market segments).

Important: TikTok Ads also had growth, which surpassed Tapjoy in terms of volumes and now ranks eighth in the world in terms of the number of gaming installations. Although Appsflyer insists that this network is better suited for non-gaming applications.

T op-10 sources of mobile gaming installations (volume of installations, world, second half of 2019)Also on the topic:

• Google ads generated More Downloads for the first time than Facebook Ads