Worldwide Mobile In-App and In-Game Advertising Forecast, 2023–2027: ATT Keeps Rocking the Boat as Privacy Sandbox Looms

Worldwide Mobile In-App and In-Game Advertising Forecast, 2023–2027: ATT Keeps Rocking the Boat as Privacy Sandbox Looms

This IDC study captures revenue derived from in-app and in-game mobile advertising as well as direct spending by users on mobile games and nongame mobile apps. Mobile advertising revenue is broken out by major format at a global level and by OS for 2020-2022. Direct mobile game spending and the share of in-game ad revenue paid out to mobile game studios are also broken out in four geographic regions: North America, Western Europe, Asia/Pacific, and a combined ROW region."The rollout of Apple's ATT/SKAN has induced a wave of change in the mobile game and nongame app ad space and those ripples continue to expand. Even though we expect Google's Privacy Sandbox to further complicate the mobile app ad picture next year, our research suggests that significant revenue growth will occur in mobile app-based ads through 2027 because, in short, advertising tends to deliver a value exchange that both end users and advertisers find beneficial," said Lewis Ward, research director, IDC's Gaming, Esports and VR/AR services.

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