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3Q23 Mobile Ad Network Trends

Key Takeaways:

Games was the top category on AdMob in 2022 with a 12% SOV. This trend continued and actually accelerated in 2023 as Games SOV increased 9pps YoY to account for ~21% of SOV across the platform
- Puzzle games also rose significantly on AdMob, up 6pps YoY to account for ~9% SOV across AdMob’s network
Finance jumped to a top 5 category on Unity in 2023 after only having a .5% SOV in 2022, largely driven by Credit Karma surging to 4% SOV as an individual advertiser
The entertainment category has been shrinking across most ad and social networks, but has actually experienced growth in SOV on AppLovin, up 1% YoY, becoming a top three category across the network
Shopping is the top category by SOV on Facebook and Instagram accounting for a 40% and 30% SOV across both channels in 3Q23, respectively

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Written by: Abraham Yousef, Senior Insights Analyst

Date: November 2023