Dispelling the myths of mobile advertising on the open internet

Mobile app marketing is growing exponentially, with $500 billion in revenue anticipated by 2028, according to Statista. In 2023, 16 billion hours were spent using mobile apps — up by almost 25% compared to 2022. 

A significant part of the expected growth in the category comes from agencies seeking sustainable and measurable outcomes through incremental channels beyond walled gardens. With most user engagement occurring on the open internet (66%), it’s crucial to leverage advertising solutions specialized for mobile in-app inventory on the open internet to drive profitable, incremental growth. 

However, as advertisers and agencies venture into mobile in-app advertising on the open internet, common misconceptions may hinder performance. By identifying and dispelling these myths, agencies and advertisers can ensure they use the most effective strategies to achieve optimal results for their apps.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.