Last month, our Performance Marketing Director, Karina, joined a group of forward-thinking industry leaders to dive into the future of in-app advertising during the SocialPeta webinar, The Future of In-App Advertising: Is It Still Profitable in 2025?
With mobile gaming’s meteoric rise, the conversation was packed with fresh insights and predictions on where this key revenue stream is headed. So, what’s the verdict? In-app ads are here to stay — but they’re evolving faster than ever. Let’s unpack what’s next in this fast-paced, ever-changing landscape.
As mobile gaming continues to soar, developers are facing an overwhelming number of ad requests daily. Managing this scale manually is not only inefficient but also costly. Enter AI.
AI’s impact on in-app advertising is twofold: first, it boosts efficiency. By automating processes like fraud detection, ad quality control, and customer analytics, AI frees up time and resources for developers to focus on higher-value tasks. This is a game-changer for larger publishers, dealing with billions of ad requests daily.
The second, more profound benefit is AI’s ability to work smarter. With predictive analytics and creative generation, AI enables developers to optimize ads more effectively, leading to higher CPMs. One example? AI can predict which demand partners will bid the highest for specific users, helping maximize revenue from top-tier players.
AI also excels in smarter rendering. For mobile games relying on video ads, rendering issues can lead to missed opportunities — unseen ads equal lost revenue. AI helps streamline this process, ensuring every impression counts, which significantly boosts ad revenue.
Not all regions experience in-app advertising in the same way. For developed markets like the U.S., Western Europe, and Japan, in-app ads are a well-established and profitable revenue stream. Higher purchasing power and sophisticated ad ecosystems make these regions prime targets for premium ad campaigns. But there’s a catch — acquisition costs are rising, and privacy regulations are tightening, impacting ad effectiveness.
On the other hand, emerging markets in South Asia, Latin America, and India are seeing rapid growth in mobile gaming. While these regions have lower purchasing power, the sheer volume of impressions compensates for lower CPMs. In these markets, users often prefer ads over IAPs, making in-app advertising the primary revenue driver. For developers, it’s about quantity over quality, at least in terms of revenue generation.
The days of choosing between ads or IAPs are over. Leading game developers are adopting hybrid monetization models to balance both revenue streams. It’s not about picking one over the other — it’s about knowing when and where to use each approach.
For example, while younger audiences in mobile shooting games may prefer ads over IAPs (due to limited spending power), casual games benefit from a strategic mix. Casual players are often more inclined to spend on in-app purchases, but for those not ready to pay, ads serve as a viable alternative.
The key is finding the right balance based on user behavior and market conditions. Rewarded videos are emerging as a preferred format, as they allow users to opt in, preserving the user experience while driving monetization.
As we look to 2025, the future of in-app advertising will continue to evolve. Expect more AI-driven innovations in predictive modeling, smarter ad placements, and creative optimization. Additionally, privacy regulations will push the industry to adopt more contextual and predictive ad models rather than relying on user tracking.
In-game advertising will likely become more integrated into the gameplay itself, providing a seamless experience that feels natural rather than intrusive. As game developers integrate AI and advanced targeting, expect more personalized, engaging ads that are tailored to individual players.
The future is bright for in-app advertising, but the key to success will be adaptability. Whether it’s fine-tuning your monetization model or leveraging AI to optimize ad operations, staying ahead of trends and focusing on the user experience will be essential for continued growth.
🎥 Want to hear it straight from the experts?
Catch the full webinar recording packed with insights, examples, and predictions for what’s next.