Let's face it — we're all glued to our phones these days. That's why mobile advertising has become so attractive for app developers. The in-app advertising market is expected to reach $174 billion in 2025 and more than $365 billion by 2029.
Over the past five years, global digital ad spend has grown by more than 70%, with nearly 75% coming from mobile apps.Total ad investments are projected to exceed $1 trillion by the end of 2025. Users now spend an average of 3 hours and 45 minutes per day in mobile apps, accounting for about 70% of total digital media time. This creates record revenue opportunities for app publishers — but also stronger competition for user attention.
To earn revenue from their apps, app publishers use mobile ad networks. Mobile ad networks are services that connect app owners and advertisers who want to promote their products and services to app users. The effectiveness of ad campaigns and the resulting monetization quality depends on how well each network can analyze and target users based on their age, region, behavior patterns, and other factors.
Whether you’re a developer, an app creator, or a business owner with an app, mobile ad networks can help turn your app’s traffic into a steady revenue stream. In this guide, we'll explore current mobile ad growth trends, explain how networks operate, compare major monetization models, and share the top ad networks of 2025 to help you choose the one that fits your audience and maximizes revenue.
For app developers (the ad industry calls them publishers), a mobile ad network is the key to creating cash flow. It's a platform that connects your app with advertisers eager to reach your users. You offer ad spaces in your app, and the network fills it with targeted ads that match your audience.
Modern ad networks offer formats to fit every app: banners, full-screen interstitials, and rewarded videos (where users gain perks for watching). Some networks even let users tip creators by watching an ad. But let’s start with 101.
In the broader advertising ecosystem, a mobile ad network sits between the tools that sell and the tools that buy. On the publisher side, a Supply-Side Platform (SSP, publisher-side selling tech) lets you manage inventory and pricing. On the advertiser side, a Demand-Side Platform (DSP, advertiser buying tool) lets brands bid on impressions, target audiences, and measure results across apps, and devices.
These systems connect through an ad exchange — a marketplace that runs real-time auctions, matches bids to impressions, and delivers the winning ad. At scale, they use open standards such as the IAB Tech Lab OpenRTB 2.6 Specification, which defines how bid requests and responses are structured, so each platform can talk to the others fast and consistently.
Every time someone opens your app, the network springs into action, looking at your available ad space and finding the perfect advertiser to fill it. This process relies on what it knows about your users — where they are, what they like, and how they use your app — to show ads they might actually care about. For instance, someone using a fitness app might see ads for protein shakes or workout gear, while someone browsing recipes might get cookware ads.
Behind the scenes, the network is constantly working — tracking how ads perform, processing payments, and giving you insights about what's working and what isn't. This creates a system where everyone wins: you earn revenue, advertisers reach the right audience, and users see relevant ads.
In the broader world of online advertising, this moment triggers a sophisticated, automated workflow that happens in milliseconds. Here's how it works step by step:
Under the hood, this process requires low-latency infrastructure: distributed servers, caching layers, and machine learning systems that score each impression as it happens. That’s how modern mobile ad networks keep online advertising efficient for brands, and profitable for app developers.
Behind every mobile ad is a quiet negotiation powered by smart pipes. On the publisher side, a Supply-Side Platform (SSP) is the control panel for monetization: it exposes in-app inventory, applies floors, and connects that supply to multiple demand sources at once.
At the center sits the Ad exchange — a digital marketplace where supply (via SSPs) and demand (via DSPs) transact; it relays bid requests and runs real-time auctions to pick a winning ad for each impression.
How you sell matters. Direct deals are pre-agreed campaigns with fixed terms and guaranteed inventory, while programmatic buying automates the process via auctions for speed, scale, and data-driven decisioning.
For publishers, programmatic can increase competition for each impression and help improve fill rate. For advertisers, it opens finer audience matching and more transparency tools around pricing and fees.
Most networks now use SDKs (software development kits) to integrate ads into your app. An SDK is a pre-built package that handles all the technicalities of serving ads. Drop it into your app, follow the setup guides, and you're ready to show ads.
SDK Integration provides advanced features like rich media ads and sophisticated targeting. Most major networks use SDKs because they enable complex ad formats such as rewarded videos and playable ads. They're ideal for content-rich apps and games.
To manage and optimize the ads shown in their apps, developers often use mediation platforms. These platforms allow them to connect multiple ad networks in one place, ensuring their ad inventory is always filled.
Mediation platforms also help developers decide how ads are delivered, whether through traditional waterfall methods or newer in-app bidding approaches. Both methods aim to maximize ad revenue and streamline the monetization process
Traditional waterfall
The waterfall system is where ad requests flow through networks in priority order. They offer fixed pricing: you know exactly what you'll earn per view or click. To fill an ad space through waterfall mediation, publishers need to set up payment floors for each network they monetize with, and continuously monitor the process.
While revenue tends to be moderate and predictable, which is perfect for steady traffic apps, you'll have limited control over which ads appear in your app. Also, the setup can get complex and labor-intensive
In-app bidding
With bidding, networks run real-time auctions where advertisers compete for your ad space. The setup requires less technical knowledge than waterfall since the auction runs automatically. All you need to do is configure an ad space in your app, connect to an ad network that supports bidding, and hit “Start”.
The key advantage of using in-app bidding is you’ll likely get more revenue from the ads you run. For instance, Yango Ads Ad Network partners that switched to in-app bidding saw 30% higher revenue. With in-app bidding, app publishers get extensive control over what ads show up and what the bidding rules are through detailed dashboards. Smart algorithms ensure ads stay relevant — nobody wants to see winter coat ads in the summer.
When it comes to payment, advertisers choose how they want to pay apps for their users’ interactions with ads. Ad networks track each interaction, view, click, and install in real time. When someone opens your app, the network's SDK records what happens. Let's break down the different metrics and when each one is used:
Let's look closer at each pricing model and how to make the most of it.
CPM (Cost Per Mille): You earn money every 1,000 ad views. Great for apps with steady traffic — think news or utility apps where users regularly see ads. Industry benchmarks indicate that rates vary by format, region, and seasonality.
CPC (Cost Per Click): Payment happens when users click on ads. This works well for apps where users actively engage, like shopping or lifestyle apps. It’s also well-suited for e-commerce, finance, and lifestyle, raising revenue by testing placements and creatives to lift CTR.
CPI (Cost Per Install): You get paid when users install advertised apps. Perfect for games, but expect lower conversion rates. Common in user acquisition for gaming; assess ROI on post-install events (first purchase, L2 retention), not installs alone.
CPA (Cost Per Action): Earnings come from users completing specific actions, like signups or purchases. High payouts but fewer conversions — that’s best for niche apps. Use precise audience targeting and reliable conversion tracking to avoid wasted spend.
CPV (Cost Per View): Revenue from users watching video ads. Works well in apps with natural breaks, like games or streaming services. Video formats often drive strong engagement and session time in suitable contexts.
Pick your model based on how people use your app and what keeps them coming back. The right choice depends on your traffic patterns and how your users typically interact with ads. Hybrid models (for example, CPM+CPC or CPI+CPA) help balance reach and performance; cohort analysis clarifies true revenue payback.
Mobile ad business models feature matrix:
| Model | Average rates (benchmarks) | Best app types | Conversion difficulty | Revenue predictability |
| CPM (Cost Per Mille) | ~$0.5 – $10+ eCPM depending on region, ad format, and niche | News, utility, media apps with consistent traffic and ad views | Low — impression-based; no user action required | High — stable income if traffic volume stays steady |
| CPC (Cost Per Click) | Average CPC: ~$2.69 (search) / ~$0.63 (display) | E-commerce, finance, lifestyle apps with active engagement | Medium — depends on click-through rates | Medium — fluctuates with CTR and traffic quality |
| CPI (Cost Per Install) | Highly variable by country and genre; typical range $0.80 – $5.00 | Games, free-to-play, and entertainment apps | High — users must install advertised apps | Low / Medium — depends on retention and post-install behavior |
| CPA (Cost Per Action) | $5 – $50+ depending on action type and vertical | Finance, subscription, or niche apps with valuable conversions | Very high — requires user to complete a defined action | Low — harder to predict due to fewer conversions |
| CPV (Cost Per View) | Average CPV ≈ $0.02 – $0.03 for rewarded or skippable videos | Gaming, streaming, and video-centric apps | Medium — user must watch video past required duration | Medium — steady if engagement and viewability remain high |
Picking the right ad network can make a huge difference to your app's revenue. Each network has its own strengths. Some are great at video ads, while others excel at native placements that blend into your app. Many developers actually use multiple networks through mediation platforms to maximize their earnings. Let's look at the most popular ones:
AdMob is huge thanks to Google's massive reach. You don't need many users to get started, which makes it great for new apps. The basic setup is straightforward, but there's a catch: the network’s support is mostly automated chatbots, and you can't use it in every country.
+ Works with all types of ads
+ Connects you to lots of advertisers
+ Shows you how your ads perform
+ Easy to get started
+ Checks ads for quality
− Not available everywhere
− Support is mostly automated
− Hard to fine-tune settings
− Basic tools can feel limiting
AppLovin reaches over a billion users every month. Their system lets advertisers bid for space in your app in real time, which often means more money for you. But getting everything set up just right takes time and know-how.
+ Offers every type of ad
+ Live bidding gets you better prices
+ Reliable worldwide
+ Shows detailed results
+ Keeps ads brand-safe
− Takes time to set up properly
− Lots of settings to learn
− Needs quite a bit of traffic to start
− Best features cost extra
Yango Ads Ad Network really shines in growing markets where other networks struggle. They combine two powerful approaches — traditional waterfall and real-time bidding — into one hybrid system. This helps fill your ad space, maximizing revenue from in-app ads and ensuring a smooth user experience. The SDK is lightweight and easy to integrate. Plus, you get personalized support in case you need help with the setup.
+ Best for app monetization in new and emerging markets
+ Analyzes 10K+ factors to bring relevant ads to your app users
+ Supports both waterfall and bidding through the top mediation platforms
+ Processes payments to app publishers worldwide
+ Offers personalized setup support
− Doesn’t support Google Play Families Policies for children's apps
− Not widely available to monetize users in developed markets
Unity knows games inside and out. Their ads fit naturally into gameplay, especially video ads that give players rewards. But if you're not making a game, you might find their options limited.
+ Made specifically for games
+ Works well on iPhone and Android
+ Keeps players engaged
+ High-quality videos
+ Doesn't disrupt gameplay
− Limited if you're not making games
− Focuses mostly on video ads
− Works better in some countries than others
− Not many traditional ad options
InMobi works well internationally and specializes in ads that blend into your app naturally. Their smart system gets better at matching ads to users over time, but it might take a while to see the best results.
+ Works with advertisers worldwide
+ Great at native ads
+ Smart targeting
+ Keeps users engaged
+ Works with many ad buyers
− Takes time to reach peak performance
− Complex reporting tools
− Mixed results in different regions
− Setup needs technical skills
Top mobile ad networks comparison 2025:
| Model | Best for (app type) | Payment models (publisher-facing) | Geographic coverage / notes | Support level |
| Google AdMob | Broad: games & non-games | Pays on an impression basis (eCPM in reports). Advertiser bidding can be CPC/CPM/CPA via Google Ads; publishers see eCPM. | Global with specific country restrictions | Primarily help center / docs; policy & serving status managed in Policy Centery |
| AppLovin (MAX mediation) | Games & high-monetization apps; in-app bidding | Revenue to publishers reported on eCPM; supports in-app bidding across multiple SDK networks / DSPs (MAX). | Global RTB bid regions (US-East/West, Europe, APAC | Product docs + technical guides (MAX getting started |
| Yango Ads Ad Network | Apps targeting emerging markets; hybrid (waterfall + bidding) positionin | Hybrid monetization; supports bidding in several mediations; global payouts | Focus on emerging markets; strong presence in Eastern Europe, CIS, Asia, and the Middle East | Personalized support and setup assistance |
| Unity Ads | Games (rewarded, interstitial, banner, playable) | Publisher revenue paid Net 60; payouts currently USD only | Global game-first ad network; multiple formats and implementations | Docs + support center; legal/policy pages for ad content |
| InMobi | Broad; strong in native / programmatic; works via mediation & oRTB | Publisher payouts on Net 60 with a minimum payout threshold | Global coverage with strong positions in Asia and emerging markets | Docs + support center; detailed SDK/mediation guides |
Not all ad networks fit every app — and picking the right one can define how profitable your monetization becomes. The goal isn't to chase the biggest payouts, but to match the network's strengths with your audience and product type.
1. Know your target audience.
User region determines everything: ad demand, formats, and CPM levels differ dramatically between markets. Choose a network with solid coverage in your target region and formats that fit your users' behavior — rewarded video for gaming, native ads for lifestyle, interstitials for utilities.
2. Assess technical fit.
Check SDK integration, ad load time, and reporting transparency. Reliable networks — like the Yango Ads Ad Network — provide lightweight SDKs, unified dashboards, and fast mediation that keep your mobile app experience smooth.
3. Evaluate revenue potential.
Balance eCPM with fill rate and payment terms. Smart developers run A/B tests across networks and use attribution tools to compare revenue consistency, not just top-line rates.
4. Use a clear decision framework.
Start with audience match → check tech stack → test performance → scale what works. It's not guesswork — it's data-driven optimization that turns ad networks into real growth partners.
Picking the right ad network can make a big difference for your app revenue. Each network has its strengths — Google brings a massive advertiser pool, Unity knows gaming inside and out, and AppLovin offers competitive bidding that can boost your revenue. Yango Ads Ad Network stands out with its deep understanding of emerging markets, personalized support, and hybrid monetization that combines the best of waterfall and real-time bidding systems.
Start with one network that fits your app and how your users interact with it. Once you've got the hang of things, you might want to try using multiple networks through mediation platforms.
Use mediation platforms. They connect several networks in one SDK, balancing load and requests automatically so your app stays fast and stable.
Test formats and placements. Keep ads relevant, avoid overloading screens, and use frequency capping — fewer but smarter impressions usually earn more.
Most networks require stable traffic, compliant content, and verified app ownership. Games, lifestyle, and utility apps with regular sessions perform best.
Reputable networks, including Yango Ads Ad Network, anonymize all user identifiers and follow GDPR, CCPA, and local consent rules.
It's a hub that lets publishers run several ad networks at once, comparing bids in real time to get the best price for every impression.
Yango Ads integrates with major mediators like AppLovin MAX, ironSource, and Google AdMob, supporting both waterfall and in-app bidding models.
Not necessarily. Most SDKs come with clear guides and dashboards — setup takes minutes and requires no deep coding.
Track eCPM, fill rate, and retention together. Revenue without engagement is short-term — sustainable growth comes from balancing both.