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Summary

The mobile app industry shows robust recovery and upward trajectory, with user time spent increasing in 2024, accelerating growth. The industry is projected to double from 2023 to $500 billion, driven by in-app bidding growth. AppLovin leads bidding evolution, maintaining fair auctions for buyers and publishers.

Bidding increases publisher CPMs and gives demand partners full access to impressions, improving efficiency for all stakeholders. AppLovin's MAX platform, with 35+ SDKs (half in-app bidders), is the most competitive auction platform. SDK bidding transition has accelerated in the past six months, with more partners adopting bidding, improving market conditions for publisher performance and advertiser budget.

Technological advancements increase advertiser buying accuracy and scale, bringing more capital into the ecosystem, leading to higher publisher ARPDAU and reinvestment in UA, improving user retention and app success. MAX's 35 network partners actively adopt bidding through alpha, beta, or full transition. Standardized oRTB and transparent auctions ease transition, but require time and resource investment.

AppLovin supports demand partners with key metrics and benchmarks to exceed performance. Publishers use bidding to add new bidders for competition or expand across platforms. MAX provides developer tools, A/B testing, and reporting for full bidding transition.

Long-term benefits include improved total revenue and reduced monetization team workload. The new era of ad monetization creates a virtuous cycle benefiting advertisers and publishers. AppLovin will announce more SDK bidders and demand partners to increase auction density and publisher revenue.