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Mobile Ad Supply Chain Trends Report - EMEA

Pixalate's Q2 2024 Mobile Ad Supply Chain Trends Report for the Europe, the Middle East and Africa (EMEA) region analyzes the state of open programmatic mobile in-app advertising on apps from the Google Play Store and Apple App Store. The report also includes mobile device market share trends, including Apple iOS devices and devices powered by Google’s Android operating system.

Key Findings:

  • $1.4B estimated open programmatic ad spend on mobile apps in EMEA 
  • Apple’s iPhone devices resurge in EMEA: After a negative trend in 2022 and 2023, iPhone devices increase +16% YoY as of the end of Q2 2024, from 35% SOV in Q2 2023 to 41% SOV in Q2 2024.
    • Xiaomi devices decline in EMEA:  SOV decreases -10% YoY from 13% in Q2 2023 to 12% in Q2 2024.

Download the EMEA report for free today.

In addition, you will also get access to previous reports.

In case you missed them:

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Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.

Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”

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