Introduction

The industry-standard AppsFlyer Performance Index is back with Edition IX. The Index offers app
marketers the most comprehensive report card on the performance of mobile media sources during
the first half of 2019.
Edition IX is the most segmented to date, covering 23 billion installs and 45 billion app opens of over
15,000 apps.

Among the key findings:

For the first time, Google generated the highest number of installs in the app marketing
space, globally. Facebook, however, retained the #1 power ranking position in the
index thanks to its high quality and greater client adoption.

AppLovin has established itself as the #3 player in Gaming, but ironSource is growing
faster, increasing its share in the Gaming app install pie by 32%, compared to AppLovin's
10%.

TikTok Ads is experiencing massive growth worldwide and takes the #1 spot in the
Growth Index. The Chinese giant is poised to become a significant global player.

Fraud continues to impact the rankings, but the good news is that the install share of
fraudulent networks dropped by 60%, while clean sources grew by 25%.

Apple Search Ads is rapidly growing, increasing its share in the global app install pie
by 82%. It has plenty of untapped growth potential, as fewer than 20% of iOS apps run
ads in the store.
 Methodology

Period # of Media Networks Evaluated # of Installs

H1
(January - June
520 23B
(with a minimum of 50,000
2019) attributed installs)

# of Apps # of App Opens

15K
(with a minimum of 2,000
45B
non-organic installs)
 More About Our Methodology
Rankings
We only included media sources that met our strict conditions on two fronts:

1. Volume: Based on client adoption and the number of attributed installs, both on a per region
and category level (where applicable).
2. Fraud: Based on a fraud rate threshold that was calculated per region and per category (a
detailed explanation appears in the fraud section). AppsFlyer's scale in the market enables us to
provide the most accurate impact of fraud on the performance of media sources.

The Performance Index

Volume Ranking: A ranking of media sources based on the total number of non-fraudulent installs
each was attributed for.

Power Ranking: We normalized and combined the number of non-fraudulent installs, the number of
apps running with each media source, and the weighted retention score (see detailed explanation
below). We then factored an additional fraud penalty based on the network's overall fraud rate for
the region in question.

The Growth Index

We compared the performance of the top 350 media sources in H2 2018 vs. H1 2019. The
comparison was calculated by combining a number of factors: install growth, number of apps growth,
average installs per app growth, and growth in share of the app install pie.

The Global Retargeting Index

We factored and normalized the number of attributed retargeting conversions (a conversion occurs
when an existing user that has the app installed engages with the retargeting campaign, excluding
re-attributions), and the revenue generated from these conversions (based on all events reported
after the retargeting attribution occurs and within its attribution window).
 Retention Score
STEP 1: We calculated the non-organic retention rate of each app per media source and per region.
We did this separately for each day of a 30-day period, dividing the number of users who were active
on the day in question by the total number of users who first launched the app in the selected
timeframe. We added two longer term signals — week 8 and week 12 post install — dividing the
number of users who were active on the week in question by the total number of users who first
launched the app in the selected weekly timeframe.

STEP 2: We calculated the organic retention rate of each app on a regional level, separately for each
day over 30 days, and for week 8 and week 12.

STEP 3: We then compared the non-organic and organic retention rates for each time frame. Using
organic retention as a benchmark significantly reduces the impact of a given app's quality, and
therefore offers a far stronger indication of a media source's performance.

STEP 4: We calculated a weighted average using a retention-based logic; the longer a user is
retained, the higher the assigned weight. As such, the day 1 non-organic to organic ratio had the
least weight, and week 12 the most weight. This weighted average serves as our retention score.

STEP 5: We calculated a network's overall weighted retention score per region and category group
in question by taking the retention score of each app separately and factoring the number of installs
it delivered.
 Fraud
Install fraud rate: We divided the number of a network's fraudulent installs coming from Device
Farms and Bots by its total number of attributed installs.

Poaching fraud rate: We divided the number of a network's fraudulent installs coming from click
flooding, install hijacking by its total number of attributed installs.

Overall fraud rate: We divided a network's poaching and install fraud by its total number of
attributed installs.

Clean installs calculation: We reduced the number of fraudulent installs from each network's
overall install count according to its install and poaching fraud rates (the latter is based on stealing
organic or non-organic users of other networks and therefore impacts the install count).

Clean retention score calculation: We reduced a network's retention score according to its
poaching fraud rate (most of this fraud is based on stealing organic users, thereby elevating a
network's retention and engagement level).

Fraud per region and category: Because the level of fraud differs by region and category for
different media sources, we used the specific fraud rate for each in the region and category in
question.

Exclusion: Networks that did not meet our overall fraud rate threshold by region were excluded
from the index in question.
 General Notes
1. Category groupings were based on the following store categories:

Utility: Utilities, Tools, Maps & Navigation, Weather, Photography, Productivity, Video Players

Life & Culture: Entertainment, Lifestyle, Travel, Health & Fitness, Food & Drink, Music, Social,
News, Education, Parenting, Books, Dating, House & Home, Beauty, Art & Design, Medical,
Communication, Comics, Reference.

Gaming Casual: Casual, Puzzle, Card, Board, Word, Educational, Trivia, Family, Sports.

Gaming Hardcore: Strategy, Role Playing.

Gaming Midcore: Adventure, Simulation, Action, Arcade, Racing.

Gaming Social Casino: Casino (not real money)

2. The universal rankings only include media sources with significant activity in at least two of the
following regions: North America, Latin America, Asia and Europe.
3. The traffic analyzed in the index includes both incentivized and non-incentivized ad formats.
 Performance
Africa
Gaming - Casual / Android & iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Unity Ads Vungle ironSource

Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin ironSource Unity Ads Vungle

Tapjoy
 Gaming - Midcore / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads ironSource Google Ads AppLovin Vungle Unity Ads

7 8

Crossinstall Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads ironSource AppLovin Vungle Unity Ads

7 8

Crossinstall Tapjoy
 Gaming - Midcore / iOS
POWER RANKING

1 2 3 4 5

Facebook Ads ironSource AppLovin Google Ads Unity Ads

VOLUME RANKING

1 2 3 4 5

Facebook Ads Google Ads ironSource AppLovin Unity Ads

 Life & Culture / Android & iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Apple Search Ads Twitter InMobi

9Apps

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads InMobi 9Apps AppLovin Apple Search Ads

Twitter
 Australia & New Zealand
Gaming - Casual / Android
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Unity Ads Vungle ironSource

7 8

Liftoff Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin ironSource Liftoff Unity Ads

7 8

Tapjoy Vungle
 Gaming - Casual / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads Vungle Apple Search Ads Unity Ads

7 8 9

ironSource Liftoff Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads ironSource Unity Ads Vungle

7 8 9

Liftoff Tapjoy Apple Search Ads

 Gaming - Hardcore / Android & iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads ironSource Google Ads AppLovin Unity Ads Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Unity Ads ironSource Tapjoy AppLovin

Gaming - Midcore / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads ironSource AppLovin Unity Ads Vungle

 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads ironSource AppLovin Unity Ads Vungle

Gaming - Midcore / iOS

POWER RANKING

1 2 3 4 5 6

ironSource Facebook Ads AppLovin Google Ads Unity Ads Apple Search Ads

7 8

Vungle Tapjoy
 VOLUME RANKING

1 2 3 4 5 6

ironSource Facebook Ads Google Ads AppLovin Unity Ads Vungle

7 8

Tapjoy Apple Search Ads

 Gaming - Social Casino / Android

POWER RANKING

1 2 3 4 5 6

AppLovin Google Ads Facebook Ads Unity Ads Liftoff ironSource

Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Tapjoy Liftoff

Unity Ads
 Gaming - Social Casino / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads Vungle Apple Search Ads Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Vungle Tapjoy AppLovin Apple Search Ads

Life & Culture / Android & iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads AppLovin Snapchat Unity Ads
 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads AppLovin Snapchat Unity Ads

Utility / Android & iOS

POWER RANKING

1 2 3 4 5

Google Ads Facebook Ads Apple Search Ads Snapchat AppLovin

VOLUME RANKING

1 2 3 4 5

Google Ads Facebook Ads Apple Search Ads AppLovin Snapchat

 Eastern Europe
Gaming - Casual / Android
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Vungle Chartboost ironSource

7 8 9 10

Unity Ads Tapjoy AppLike Liftoff

VOLUME RANKING

1 2 3 4 5 6

Google Ads AppLovin Facebook Ads Liftoff ironSource Unity Ads

7 8 9 10

Chartboost Vungle Tapjoy AppLike

 Gaming - Casual / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads Vungle ironSource Unity Ads

Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads ironSource Unity Ads Vungle

Tapjoy
 Gaming - Hardcore / Android & iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Bluestacks ironSource Unity Ads

7 8 9 10

myTarget Vungle Tapjoy Fyber

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads myTarget Unity Ads Tapjoy ironSource

7 8 9 10

Fyber AppLovin Vungle Bluestacks

 Gaming - Midcore / Android
POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads ironSource AppLovin Unity Ads Vungle

7 8 9

Crossinstall Tapjoy AdColony

VOLUME RANKING

1 2 3 4 5 6

Google Ads AppLovin ironSource Facebook Ads Unity Ads Vungle

7 8 9

Crossinstall Tapjoy AdColony

 Gaming - Midcore / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads ironSource Unity Ads Vungle

7 8 9 10

AdColony Crossinstall Chartboost Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Unity Ads Vungle

7 8 9 10

Crossinstall Tapjoy Chartboost AdColony

 Gaming - Social Casino / Android & iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Unity Ads Google Ads Vungle ironSource Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Unity Ads Tapjoy ironSource Vungle

Life & Culture / Android

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Snapchat Unity Ads AppLovin Yandex Direct

myTarget
 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads myTarget AppLovin Yandex Direct Unity Ads

Snapchat

Life & Culture / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Twitter Google AppLovin
Marketing
Platform(DV360)

7 8 9 10 11

Yandex Direct MobX Rocket10 Unity Ads myTarget

 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads myTarget Google Twitter
Marketing
Platform(DV360)

7 8 9 10 11

Yandex Direct Unity Ads AppLovin Rocket10 MobX

Shopping / Android & iOS

POWER RANKING

1 2 3 4 5

Facebook Ads Google Ads Twitter myTarget MobX

 VOLUME RANKING

1 2 3 4 5

Facebook Ads Google Ads myTarget Twitter MobX

Utility / Android & iOS

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Unity Ads Apple Search Ads Snapchat TikTok Ads

7 8

myTarget ironSource
 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Unity Ads Apple Search Ads TikTok Ads myTarget

7 8

ironSource Snapchat
 Global
All Categories / Android & iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Apple Search Ads Twitter Unity Ads

7 8 9 10 11 12

Vungle ironSource Chartboost AdColony Snapchat Crossinstall

13 14 15 16 17 18

Mintegral Liftoff TikTok Ads Digital Turbine Fyber Tapjoy

 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Unity Ads Vungle

7 8 9 10 11 12

Apple Search Ads Liftoff TikTok Ads Snapchat Tapjoy Digital Turbine

13 14 15 16 17 18

Twitter Crossinstall Mintegral Chartboost AdColony Fyber

 Gaming / Android & iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin ironSource Unity Ads Apple Search Ads

7 8 9 10 11 12

Vungle Chartboost AdColony Crossinstall Liftoff Mintegral

13 14 15 16 17

TikTok Ads Snapchat Applike Fyber Tapjoy

 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Unity Ads Vungle

7 8 9 10 11 12

Liftoff Tapjoy Crossinstall TikTok Ads Snapchat Apple Search Ads

13 14 15 16 17

Chartboost Mintegral AdColony Fyber Applike

 Gaming - Casual / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin ironSource Unity Ads AppLike

7 8 9 10 11 12

Vungle Fyber AdColony Liftoff Snapchat Chartboost

13

Tapjoy
 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Liftoff Unity Ads

7 8 9 10 11 12

Vungle Tapjoy Chartboost AppLike Fyber AdColony

13

Snapchat
 Gaming - Casual / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads Vungle Unity Ads Apple Search Ads

7 8 9 10 11 12

ironSource Chartboost Mintegral Liftoff Tapjoy TikTok Ads

13 14 15

Snapchat Crossinstall AdColony

 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads Vungle ironSource Unity Ads

7 8 9 10 11 12

TikTok Ads Liftoff Tapjoy Snapchat Apple Search Ads Mintegral

13 14 15

Chartboost AdColony Crossinstall

 Gaming - Hardcore / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Unity Ads Bluestacks ironSource

7 8

Tapjoy Fyber

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Unity Ads Tapjoy ironSource Fyber

7 8

AppLovin Bluestacks
 Gaming - Hardcore / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Apple Search Ads AppLovin Google Ads Unity Ads ironSource

7 8

Vungle Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Unity Ads ironSource AppLovin Tapjoy

7 8

Vungle Apple Search Ads

 Gaming - Midcore / Android

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Unity Ads Vungle

7 8 9 10 11

AdColony Snapchat Crossinstall Chartboost Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads ironSource AppLovin Unity Ads Vungle

7 8 9 10 11

Crossinstall Tapjoy AdColony Snapchat Chartboost

 Gaming - Midcore / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads ironSource AppLovin Google Ads Unity Ads Apple Search Ads

7 8 9 10 11 12

Vungle Crossinstall Mintegral Tapjoy Snapchat Chartboost

13 14 15

AdColony Liftoff Fyber

 VOLUME RANKING

1 2 3 4 5 6

Google Ads ironSource Facebook Ads AppLovin Unity Ads Vungle

7 8 9 10 11 12

Tapjoy Snapchat Crossinstall Apple Search Ads Liftoff Mintegral

13 14 15

AdColony Chartboost Fyber

 Gaming - Social Casino / Android
POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads Unity Ads Vungle ironSource

7 8 9 10

AdColony AppLike Tapjoy Fyber

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Tapjoy ironSource Unity Ads AppLovin

7 8 9 10

AppLike Fyber Vungle AdColony

 Gaming - Social Casino / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Vungle Unity Ads Google Ads Apple Search Ads

7 8 9

ironSource Tapjoy Fyber

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Tapjoy Vungle ironSource Unity Ads

7 8 9

Apple Search Ads AppLovin Fyber

 Non-Gaming / Android & iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Twitter Snapchat AppLovin

7 8 9 10 11 12

Unity Ads Criteo Pinterest ironSource Moloco Ads Liftoff

13 14

Digital Turbine TikTok Ads

 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Apple Search Ads Snapchat TikTok Ads AppLovin

7 8 9 10 11 12

Twitter Digital Turbine ironSource Unity Ads Liftoff Pinterest

13 14

Criteo Moloco Ads

 Life & Culture / Android

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin Twitter Unity Ads Moloco Ads

7 8 9 10 11 12

ironSource Liftoff Digital Turbine Snapchat TikTok Ads 9Apps

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads TikTok Ads AppLovin 9Apps Digital Turbine

7 8 9 10 11 12

ironSource Snapchat Twitter Liftoff Unity Ads Moloco Ads

 Life & Culture / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Apple Search Ads Google Ads Twitter Pinterest Snapchat

7 8 9 10

AppLovin Unity Ads TikTok Ads Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Snapchat TikTok Ads AppLovin

7 8 9 10

Twitter Unity Ads Pinterest Tapjoy

 Shopping / Android & iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Criteo Snapchat Twitter

7 8

ironSource Liftoff

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Snapchat Apple Search Ads Twitter ironSource

7 8

Liftoff Criteo
 Utility / Android
POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Twitter Unity Ads AppLovin Digital Turbine

7 8

Snapchat ironSource

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Digital Turbine ironSource Unity Ads AppLovin

7 8

Twitter Snapchat
 Utility / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Apple Search Ads Google Ads Unity Ads AppLovin Snapchat

7 8

TikTok Ads Liftoff

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Snapchat AppLovin TikTok Ads

7 8

Liftoff Unity Ads

 Greater China
Gaming - Casual / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Ocean Engine Unity Ads ironSource

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Ocean Engine AppLovin Unity Ads ironSource
 Gaming - Casual / iOS
POWER RANKING

1 2 3 4 5 6

Ocean Engine Google Ads Mintegral Facebook Ads AppLovin Unity Ads

7 8 9 10 11

ironSource Vungle WeChat Tapjoy Tencent Ads

VOLUME RANKING

1 2 3 4 5 6

Ocean Engine Google Ads AppLovin Mintegral Vungle Unity Ads

7 8 9 10 11

Facebook Ads ironSource Tencent Ads WeChat Tapjoy

 Gaming - Hardcore / Android
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Bignox Bluestacks QooApp Unity Ads

Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Unity Ads Tapjoy QooApp Bluestacks

Bignox
 Gaming - Hardcore / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads ironSource Apple Search Ads Google Ads Ocean Engine Unity Ads

7 8

Mintegral Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Ocean Engine Unity Ads ironSource Tapjoy

7 8

Mintegral Apple Search Ads

 Gaming - Midcore / Android
POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Unity Ads ironSource Vungle AppLovin

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads ironSource Unity Ads AppLovin Vungle

 Gaming - Midcore / iOS
POWER RANKING

1 2 3 4 5 6

AppLovin Google Ads ironSource Facebook Ads Mintegral Unity Ads

7 8 9 10 11 12

Chartboost Vungle Tapjoy Ocean Engine Liftoff AdColony

13

Apple Search Ads

 VOLUME RANKING

1 2 3 4 5 6

Google Ads AppLovin ironSource Facebook Ads Vungle Unity Ads

7 8 9 10 11 12

Ocean Engine Mintegral Liftoff Tapjoy Chartboost AdColony

13

Apple Search Ads

 Gaming - Social Casino / Android & iOS

POWER RANKING

1 2 3 4 5

Facebook Ads Google Ads Vungle Unity Ads Tapjoy

VOLUME RANKING

1 2 3 4 5

Facebook Ads Google Ads Unity Ads Tapjoy Vungle

Life & Culture / Android & iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads TikTok Ads AppLovin Unity Ads Apple Search Ads

Tencent Ads
 VOLUME RANKING

1 2 3 4 5 6

TikTok Ads Facebook Ads Google Ads Tencent Ads Apple Search Ads AppLovin

Unity Ads

Utility / Android & iOS

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Apple Search Ads Twitter Liftoff Ocean Engine
 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Liftoff Apple Search Ads Ocean Engine Twitter

Indian Subcontinent
Gaming - Casual / Android & iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Vungle AppLovin ironSource Tapjoy

7 8

Unity Ads TikTok Ads

 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin ironSource Unity Ads TikTok Ads

7 8

Vungle Tapjoy

Gaming - Midcore / Android

POWER RANKING

1 2 3 4 5 6

ironSource Facebook Ads Google Ads AppLovin Vungle Unity Ads

Tapjoy
 VOLUME RANKING

1 2 3 4 5 6

Google Ads ironSource Facebook Ads AppLovin Unity Ads Vungle

Tapjoy

Gaming - Midcore / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads ironSource AppLovin Unity Ads Google Ads Vungle

Tapjoy
 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads ironSource Google Ads AppLovin Unity Ads Vungle

Tapjoy
 Life & Culture / Android & iOS

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Google Xiaomi AppLovin Twitter

Marketing
Platform(DV360)

7 8 9 10 11 12

OPPO Snapchat Apple Search Ads AdTiming TikTok Ads vivo

13 14 15 16 17 18

Appnext Mintegral ironSource Indus OS Digital Turbine 9Apps

 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads TikTok Ads 9Apps Google Xiaomi

Marketing
Platform(DV360)

7 8 9 10 11 12

OPPO vivo Appnext ironSource AppLovin Digital Turbine

13 14 15 16 17 18

Twitter Indus OS Apple Search Ads AdTiming Snapchat Mintegral

 Shopping / Android & iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Google Snapchat Criteo TikTok Ads

Marketing
Platform(DV360)

7 8

Appnext ironSource

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Appnext TikTok Ads Google Criteo

Marketing
Platform(DV360)

7 8

Snapchat ironSource
 Utility / Android & iOS
POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads OPPO vivo Xiaomi Apple Search Ads

7 8 9 10

TikTok Ads ironSource 9Apps AppLovin

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads 9Apps ironSource TikTok Ads OPPO

7 8 9 10

Xiaomi vivo AppLovin Apple Search Ads

 Japan & Korea
Gaming - Casual / Android
POWER RANKING

1 2 3 4 5 6

Google Ads Unity Ads Facebook Ads AppLovin ironSource Vungle

7 8 9

Twitter Tapjoy CA Wise

VOLUME RANKING

1 2 3 4 5 6

Google Ads AppLovin Unity Ads Facebook Ads ironSource Tapjoy

7 8 9

Vungle Twitter CA Wise

 Gaming - Casual / iOS
POWER RANKING

1 2 3 4 5 6

Google Ads AppLovin Facebook Ads Unity Ads Apple Search Ads Vungle

7 8 9 10 11 12

ironSource TikTok Ads Twitter Tapjoy Zucks CA Wise

VOLUME RANKING

1 2 3 4 5 6

Google Ads AppLovin Facebook Ads Unity Ads Vungle ironSource

7 8 9 10 11 12

Tapjoy Twitter Apple Search Ads CA Wise TikTok Ads Zucks

 Gaming - Hardcore / Android
POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads DotGames TikTok Ads Twitter Unity Ads

7 8 9

Zucks Tapjoy TNK

VOLUME RANKING

1 2 3 3 4 5

Google Ads Facebook Ads TikTok Ads Tapjoy Unity Ads Twitter

6 7 9

TNK Zucks DotGames

 Gaming - Hardcore / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Twitter LINE Ads DotGames
Platform

7 8 9 10 11

TikTok Ads Zucks Unity Ads Tapjoy Smart-C

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Twitter Unity Ads TikTok Ads Tapjoy

7 8 9 10 11

Apple Search Ads Zucks LINE Ads DotGames Smart-C

Platform
 Gaming - Midcore / Android

POWER RANKING

1 2 3 4 5 6

Google Ads ironSource Facebook Ads Twitter AppLovin Unity Ads

7 8 9 10

Vungle Crossinstall TikTok Ads Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Google Ads ironSource AppLovin Unity Ads Facebook Ads Vungle

7 8 9 10

Tapjoy Crossinstall Twitter TikTok Ads

 Gaming - Midcore / iOS
POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads ironSource AppLovin Unity Ads Apple Search Ads

7 8 9 10 11

Vungle Twitter TikTok Ads Tapjoy Zucks

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads ironSource AppLovin Twitter TikTok Ads

7 8 9 10 11

Unity Ads Apple Search Ads Vungle Tapjoy Zucks

 Gaming - Social Casino / Android & iOS
POWER RANKING

1 2 3 4 5

Google Ads Facebook Ads Vungle Apple Search Ads Tapjoy

VOLUME RANKING

1 2 3 4 5

Google Ads Tapjoy Facebook Ads Vungle Apple Search Ads

 Life & Culture / Android

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads TikTok Ads AppLovin Fukurou Labo Moloco Ads

7 8 9 10 11 12

Twitter DotGames Premire Affiliate seedApp Zucks CA Wise

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads TikTok Ads Twitter Moloco Ads AppLovin

7 8 9 10 11 12

CA Wise DotGames Premire Affiliate seedApp Zucks Fukurou Labo

 Life & Culture / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Yahoo! Japan Fukurou Labo Apple Search Ads Twitter

7 8 9 10 11 12

FIVE AfiO nend DotGames Premire Affiliate seedApp

13 14 15 16 17 18

AppLovin i-Mobile TikTok Ads Zucks Unity Ads CA Wise

 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Twitter CA Wise TikTok Ads

7 8 9 10 11 12

Zucks DotGames AppLovin nend i-Mobile seedApp

13 14 15 16 17 18

AfiO Premire Affiliate FIVE Unity Ads Fukurou Labo Yahoo! Japan
 Utility / Android & iOS

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin Twitter Apple Search Ads TikTok Ads

DotGames

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Apple Search Ads Twitter TikTok Ads AppLovin

DotGames
 Latin America
Gaming - Casual / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin ironSource Unity Ads Vungle

7 8

Chartboost Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin ironSource Unity Ads Chartboost

7 8

Tapjoy Vungle
 Gaming - Casual / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads AppLovin Unity Ads Vungle

7 8

ironSource Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads Unity Ads ironSource Tapjoy

7 8

Vungle Apple Search Ads

 Gaming - Hardcore / Android & iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Bluestacks Google Ads ironSource Unity Ads Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads ironSource Tapjoy Unity Ads Bluestacks

 Gaming - Midcore / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin ironSource Unity Ads Vungle

7 8

Tapjoy Crossinstall

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Unity Ads Vungle

7 8

Tapjoy Crossinstall
 Gaming - Midcore / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads ironSource Unity Ads Apple Search Ads

7 8 9 10

Crossinstall Vungle Chartboost Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads ironSource AppLovin Unity Ads Crossinstall

7 8 9 10

Vungle Tapjoy Apple Search Ads Chartboost

 Gaming - Social Casino / Android & iOS
POWER RANKING

1 2 3 4 5

Facebook Ads Unity Ads Vungle Google Ads Tapjoy

VOLUME RANKING

1 2 3 4 5

Facebook Ads Google Ads Tapjoy Unity Ads Vungle

Life & Culture / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Twitter Unity Ads ironSource

7 8

Digital Turbine Infleux

 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Digital Turbine Twitter ironSource

7 8

Unity Ads Infleux

Life & Culture / iOS

POWER RANKING

1 2 3 4 5

Facebook Ads Google Ads Twitter Apple Search Ads Unity Ads
 VOLUME RANKING

1 2 3 4 5

Facebook Ads Google Ads Apple Search Ads Twitter Unity Ads

Utility / Android & iOS

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Twitter Apple Search Ads Unity Ads Snapchat

AppLovin
 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Twitter Apple Search Ads AppLovin Unity Ads

Snapchat

Middle East
Gaming - Casual / Android
POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin Chartboost Unity Ads ironSource

Tapjoy
 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Unity Ads Chartboost

Tapjoy

Gaming - Casual / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads Unity Ads Vungle ironSource

7 8

Apple Search Ads Tapjoy

 VOLUME RANKING

1 2 3 4 5 6

AppLovin Facebook Ads Google Ads ironSource Vungle Unity Ads

7 8

Tapjoy Apple Search Ads

Gaming - Midcore / Android

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads ironSource AppLovin Unity Ads Vungle

7 8

Crossinstall Tapjoy
 VOLUME RANKING

1 2 3 4 5 6

Google Ads AppLovin ironSource Facebook Ads Unity Ads Vungle

7 8

Crossinstall Tapjoy

Gaming - Midcore / iOS

POWER RANKING

1 2 3 4 5 6

ironSource AppLovin Google Ads Facebook Ads Vungle Unity Ads

7 8 9

Crossinstall Apple Search Ads Tapjoy

 VOLUME RANKING

1 2 3 4 5 6

Google Ads AppLovin ironSource Facebook Ads Unity Ads Vungle

7 8 9

Crossinstall Tapjoy Apple Search Ads

Gaming - Social Casino / Android & iOS

POWER RANKING

1 2 3 4 5

Facebook Ads Apple Search Ads Google Ads Unity Ads Tapjoy

VOLUME RANKING

1 2 3 4 5

Facebook Ads Google Ads Tapjoy Unity Ads Apple Search Ads
 Life & Culture / Android
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Snapchat Twitter AdTiming 9Apps

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Snapchat Twitter AdTiming 9Apps

Life & Culture / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Snapchat Twitter Unity Ads
 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Snapchat Apple Search Ads Twitter Unity Ads

Shopping / Android & iOS

POWER RANKING

1 2 3 4 5

Facebook Ads Google Ads Snapchat Twitter Apple Search Ads

VOLUME RANKING

1 2 3 4 5

Google Ads Facebook Ads Snapchat Apple Search Ads Twitter

 Utility / Android & iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Unity Ads Apple Search Ads AppLovin Snapchat

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Snapchat Unity Ads AppLovin
 North America
Gaming - Casual / Android
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Unity Ads ironSource Vungle

7 8 9 10 11 12

AdColony Mintegral Moloco Ads Chartboost AppLike Amazon

Advertising

13 14 15 16 17 18

Digital Turbine Snapchat Tapjoy Liftoff Crossinstall Fyber

 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Unity Ads Vungle

7 8 9 10 11 12

Tapjoy Liftoff Digital Turbine Chartboost AppLike Amazon

Advertising

13 14 15 16 17 18

Moloco Ads Snapchat Fyber AdColony Crossinstall Mintegral

 Gaming - Casual / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads Vungle Unity Ads Apple Search Ads

7 8 9 10 11 12

ironSource Appgrowth Liftoff AdColony Chartboost Moloco Ads

13 14 15 16 17 18

TikTok Ads Mintegral Crossinstall Tapjoy Snapchat Fyber

 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads Vungle ironSource Unity Ads

7 8 9 10 11 12

Snapchat Tapjoy Apple Search Ads Liftoff Crossinstall Mintegral

13 14 15 16 17 18

AdColony Chartboost Moloco Ads Appgrowth Fyber TikTok Ads

 Gaming - Hardcore / Android
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Unity Ads Snapchat ironSource AppLovin

7 8

Fyber Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Unity Ads ironSource Tapjoy AppLovin

7 8

Fyber Snapchat
 Gaming - Hardcore / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Apple Search Ads AppLovin Unity Ads ironSource Google Ads

7 8 9

Vungle Snapchat Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Unity Ads AppLovin ironSource Tapjoy

7 8 9

Vungle Snapchat Apple Search Ads

 Gaming - Midcore / Android
POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Unity Ads Vungle

7 8 9 10 11 12

Snapchat AppLike Mintegral Digital Turbine AdColony Crossinstall

13 14 15 16

Chartboost Liftoff Tapjoy Blast

 VOLUME RANKING

1 2 3 4 5 6

Google Ads ironSource Facebook Ads AppLovin Unity Ads Vungle

7 8 9 10 11 12

Crossinstall Tapjoy Snapchat Digital Turbine AdColony Liftoff

13 14 15 16

Chartboost Blast Mintegral AppLike

 Gaming - Midcore / iOS
POWER RANKING

1 2 3 4 5 6

ironSource Facebook Ads AppLovin Google Ads Unity Ads Vungle

7 8 9 10 11 12

Apple Search Ads Mintegral AdColony Tapjoy Snapchat Crossinstall

13 14 15

Chartboost Liftoff Fyber

 VOLUME RANKING

1 2 3 4 5 6

ironSource Google Ads AppLovin Facebook Ads Unity Ads Vungle

7 8 9 10 11 12

Snapchat Tapjoy Apple Search Ads Crossinstall AdColony Mintegral

13 14 15

Liftoff Chartboost Fyber

 Gaming - Social Casino / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Unity Ads AdColony Vungle

7 8 9 10 11 12

ironSource Chartboost Amazon Liftoff AppLike Mistplay

Advertising

13 14 15

Digital Turbine Tapjoy Fyber

 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads ironSource Digital Turbine Tapjoy AppLovin

7 8 9 10 11 12

Fyber Liftoff Unity Ads AppLike Vungle Chartboost

13 14 15

Mistplay Amazon AdColony

Advertising
 Gaming - Social Casino / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Vungle Unity Ads Apple Search Ads AdColony

7 8 9 10 11 12

Google Ads Chartboost ironSource Liftoff Crossinstall Tapjoy

13 14

LifeStreet Media Fyber

 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Tapjoy Vungle Google Ads AppLovin ironSource

7 8 9 10 11 12

Apple Search Ads Unity Ads Liftoff Fyber AdColony Chartboost

13 14

LifeStreet Media Crossinstall

 Life & Culture / Android
POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin Unity Ads Twitter Digital Turbine

7 8 9 10 11 12

ironSource Moloco Ads TikTok Ads Pinterest Snapchat InMobi

13 14

Liftoff Tapjoy
 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Digital Turbine Snapchat AppLovin ironSource

7 8 9 10 11 12

Twitter Liftoff Tapjoy Unity Ads InMobi Pinterest

13 14

Moloco Ads TikTok Ads

 Life & Culture / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Apple Search Ads Google Ads Twitter Snapchat AppLovin

7 8 9 10 11 12

GlobalWide Vungle TikTok Ads Unity Ads Liftoff Adperio

Media

13 14 15 16 17 18

Pinterest AdColony InMobi ironSource Tapjoy AdAction

Interactive
 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Snapchat AppLovin Pinterest

7 8 9 10 11 12

Unity Ads GlobalWide Twitter Adperio ironSource Tapjoy

Media

13 14 15 16 17 18

AdAction Liftoff TikTok Ads Vungle AdColony InMobi

Interactive
 Shopping / Android & iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Snapchat Pinterest Criteo

7 8 9 10 11 12

Twitter AppLovin Fluent Inc ironSource Liftoff Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Snapchat Apple Search Ads Liftoff ironSource

7 8 9 10 11 12

Twitter Fluent Inc Pinterest AppLovin Criteo Tapjoy

 Utility / Android
POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Twitter Unity Ads Digital Turbine AppLovin

7 8

Snapchat Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Digital Turbine Snapchat Tapjoy AppLovin

7 8

Twitter Unity Ads

 Utility / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Apple Search Ads Google Ads TikTok Ads Unity Ads Snapchat

7 8 9

AppLovin Liftoff Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Snapchat AppLovin TikTok Ads

7 8 9

Liftoff Unity Ads Tapjoy

 Southeast Asia
Gaming - Casual / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Chartboost ironSource Vungle

7 8 9

Unity Ads Fyber Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Unity Ads Chartboost

7 8 9

Vungle Tapjoy Fyber

 Gaming - Casual / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads Apple Search Ads Unity Ads TikTok Ads

ironSource

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin ironSource Unity Ads Apple Search Ads

TikTok Ads
 Gaming - Hardcore / Android & iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Bluestacks ironSource AppLovin

7 8 9 10 11 12

Unity Ads Bignox Fyber Tapjoy Vungle ORIENTAL

SHARP
INFORMATION

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Unity Ads ironSource Tapjoy Fyber

7 8 9 10 11 12

Vungle Bluestacks AppLovin ORIENTAL Bignox Apple Search Ads

SHARP
INFORMATION
 Gaming - Midcore / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin ironSource Unity Ads Vungle

7 8

Crossinstall Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads ironSource AppLovin Unity Ads Vungle

7 8

Crossinstall Tapjoy
 Gaming - Midcore / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads ironSource AppLovin Vungle Unity Ads

7 8

Apple Search Ads Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads ironSource AppLovin Unity Ads Vungle

7 8

Apple Search Ads Tapjoy

 Gaming - Social Casino / Android & iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Vungle Google Ads Unity Ads AppLovin Apple Search Ads

7 8

ironSource Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Unity Ads Tapjoy Vungle ironSource

7 8

AppLovin Apple Search Ads

 Life & Culture / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Google Twitter OPPO Xiaomi

Marketing
Platform(DV360)

7 8 9 10 11 12

AppLovin TikTok Ads Liftoff ironSource Mintegral vivo

13 14

9Apps Unity Ads

 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Google Twitter OPPO vivo

Marketing
Platform(DV360)

7 8 9 10 11 12

TikTok Ads AppLovin Liftoff ironSource 9Apps Xiaomi

13 14

Mintegral Unity Ads

Life & Culture / iOS

POWER RANKING

1 2 3 4 5

Facebook Ads Google Ads Apple Search Ads Twitter TikTok Ads
 VOLUME RANKING

1 2 3 4 5

Facebook Ads Google Ads Apple Search Ads TikTok Ads Twitter

Shopping / Android & iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads RTB House Twitter Mintegral

7 8

Liftoff SVG Mobile

VOLUME RANKING
 1 2 3 4 5 6

Facebook Ads Google Ads Liftoff Apple Search Ads Mintegral SVG Mobile

7 8

Twitter RTB House

 Utility / Android & iOS
POWER RANKING

1 2 3 5 6 7

Google Ads Facebook Ads Jiansi Tech Apple Search Ads Twitter 9Apps

TikTok Ads

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads Apple Search Ads TikTok Ads 9Apps Twitter

Jiansi Tech
 Western Europe
Gaming - Casual / Android

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin Unity Ads ironSource Vungle

7 8 9 10 11 12

AppLike Snapchat Liftoff AdColony Tapjoy Chartboost

13

Fyber
 VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin ironSource Unity Ads Liftoff

7 8 9 10 11 12

Vungle Chartboost Tapjoy AppLike Snapchat AdColony

13

Fyber
 Gaming - Casual / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Unity Ads Vungle Apple Search Ads

7 8 9 10 11 12

Chartboost ironSource AdColony Tapjoy Liftoff Crossinstall

13

Snapchat
 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads AppLovin Google Ads ironSource Unity Ads Vungle

7 8 9 10 11 12

Apple Search Ads Liftoff Tapjoy Snapchat Chartboost AdColony

13

Crossinstall
 Gaming - Hardcore / Android
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Bluestacks AppLovin Unity Ads ironSource

7 8

Fyber Tapjoy

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads ironSource Unity Ads Tapjoy Fyber

7 8

AppLovin Bluestacks
 Gaming - Hardcore / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Apple Search Ads Unity Ads AppLovin ironSource Google Ads

7 8

Tapjoy Vungle

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Unity Ads ironSource AppLovin Tapjoy

7 8

Apple Search Ads Vungle

 Gaming - Midcore / Android

POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin Unity Ads ironSource Vungle

7 8 9 10 11 12

Snapchat Chartboost Crossinstall AdColony Tapjoy Addict Mobile

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads ironSource AppLovin Unity Ads Vungle

7 8 9 10 11 12

Crossinstall Tapjoy AdColony Chartboost Snapchat Addict Mobile

 Gaming - Midcore / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads ironSource AppLovin Google Ads Unity Ads Apple Search Ads

7 8 9 10 11 12

Vungle Crossinstall Chartboost AdColony Tapjoy Snapchat

13

Fyber
 VOLUME RANKING

1 2 3 4 5 6

ironSource Facebook Ads Google Ads AppLovin Unity Ads Vungle

7 8 9 10 11 12

Crossinstall Tapjoy Snapchat Apple Search Ads Chartboost AdColony

13

Fyber
 Gaming - Social Casino / Android

POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads AppLovin Unity Ads Vungle AdColony

7 8 9 10

AppLike ironSource Tapjoy Fyber

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads ironSource Tapjoy Unity Ads AppLike

7 8 9 10

Fyber AppLovin Vungle AdColony

 Gaming - Social Casino / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Vungle Google Ads Apple Search Ads Unity Ads AppLovin

7 8 9

Tapjoy ironSource Fyber

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads ironSource Tapjoy Apple Search Ads Vungle

7 8 9

Unity Ads Fyber AppLovin

 Life & Culture / Android
POWER RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin Twitter ironSource Snapchat

Unity Ads

VOLUME RANKING

1 2 3 4 5 6

Google Ads Facebook Ads AppLovin Snapchat ironSource Unity Ads

Twitter
 Life & Culture / iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Apple Search Ads Google Ads Pinterest Twitter Snapchat

7 8 9 10

TikTok Ads AppLovin Tapjoy Unity Ads

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Snapchat AppLovin Unity Ads

7 8 9 10

TikTok Ads Twitter Pinterest Tapjoy

 Shopping / Android & iOS
POWER RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Apple Search Ads Criteo Twitter Snapchat

Addict Mobile

VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Google Ads Snapchat Apple Search Ads Criteo Addict Mobile

Twitter
 Utility / Android
POWER RANKING

1 2 3 4 5

Google Ads Facebook Ads Unity Ads Snapchat ironSource

VOLUME RANKING

1 2 3 4 5

Google Ads Facebook Ads Snapchat ironSource Unity Ads

Utility / iOS

POWER RANKING

1 2 3 4 5 6

Facebook Ads Apple Search Ads Google Ads AppLovin Unity Ads Snapchat

TikTok Ads
 VOLUME RANKING

1 2 3 4 5 6

Facebook Ads Apple Search Ads Google Ads Snapchat AppLovin TikTok Ads

Unity Ads
 Growth
Eastern Europe
1 2 3 4 5 6

Mintegral Liftoff Appnext AppLike Crossinstall Chartboost

Greater China
1 2 3 4

Ocean Engine Mintegral Tencent Ads Liftoff

Indian Subcontinent
1 2 3 4 5 6

Indus OS Liftoff TikTok Ads OPPO vivo Mintegral

7 8 9 10

Appnext Xiaomi AdTiming Twitter

 Japan & Korea
1 2 3 4 5 6

Mintegral Liftoff TikTok Ads TNK Chartboost Zucks

7 8 9 10 11

Moloco Ads AppDriver seedApp nend AdColony

Latin America
1 2 3 4 5 6

Liftoff Twitter Infleux Digital Turbine AdColony AdAction

Interactive

Criteo
 North America
1 2 3 4 5 6

Jetfuel Ads Blind Ferret Mistplay Influence Mobile Moloco Ads Hang My Ads

7 8 9 10 11 12

GlobalWide FeedMob TikTok Ads Twitter Adperio Liftoff

Media

13 14 15 16 17 18

Amazon AdAction Blast Pinterest Fluent Appnext

Advertising Interactive

19

Chartboost
 Southeast Asia
1 2 3 4 5 6

TikTok Ads OPPO Bluestacks Liftoff vivo Bignox

7 8 9 10 12 13

Crossinstall Xiaomi Twitter Chartboost Mobiprima AdAction

Interactive

14 15 16

AdColony Digital Turbine Fyber

 Global
1 2 3 4 5 6

TikTok Ads Jetfuel Ads Mintegral Liftoff Moloco Ads GlobalWide

Media

7 8 9 10 11 12

Appnext AdAction Pinterest Twitter Digital Turbine AdTiming

Interactive

13

Crossinstall
 Western Europe
1 2 3 4 5 6

Pinterest Jetfuel Ads Digital Turbine AdTiming Liftoff AppLike

7 8 9 10 11 12

Twitter LifeStreet Media Chartboost Moloco Ads Crossinstall AdAction

Interactive
 Retargeting
Gaming: All Categories
1 2 3 4 5 6

Facebook Ads Google Ads Twitter Adikteev Liftoff Jampp

7 8 9

Remerge Dynalyst Criteo

 Non-Gaming: All Categories
1 2 3 4 5 6

Facebook Ads Google Ads Criteo Dynalyst Vizury Google

Marketing
Platform(DV360)

7 8 9 10 11 12

Twitter Jampp Remerge Snapchat RTB House RevX

13 14

iPrice Shopback
 Shopping
1 2 3 4 5 6

Facebook Ads Google Ads Criteo Twitter Vizury Jampp

7 8 9 10 11 12

Remerge RTB House Google RevX Snapchat iPrice

Marketing
Platform(DV360)

13

Shopback
 Key Findings
Note: Unless stated otherwise, all growth metrics compare change in the app install pie between the
current H1 2019 index and the previous H2 2018 index.

Google Drives Most Installs for the 1st Time, Facebook

Remains #1 Player with High Quality and Greater
Adoption
Edition IX of the AppsFlyer Performance Index marks the first time that Google has surpassed
Facebook in the total number of attributed installs globally. The substantial rise of Google's App
Campaigns (AC, formerly known as UAC) has led to increased reach, especially in video and display
placements.

Google's success can be attributed to its domination on Android, and specifically across Midcore
Gaming, Utility, and Life & Culture apps (Shopping, Travel, Lifestyle, Health & Fitness, etc. — see
Methodology for the complete list of category groupings). From a regional perspective, Google's
growth in the pie was fastest in Latin America ( 18%), the Middle East ( 14%), and Southeast Asia (
8%).

However, Facebook remains the #1 media source in the Index's universal power ranking thanks to its
top quality in most regions and categories. Facebook also dominates iOS with more non-organic
installs in the Shopping vertical in addition to all Gaming genres, excluding Midcore. Furthermore, it is
the undisputed leader in the retargeting index (see more below).
 Apple Search Ads Going Strong, Still Has Plenty of
Untapped Growth Potential
The hyper competitive App Store and subsequent challenging organic app discovery has led app
marketers to invest heavily in moving up the rankings. As a result, ASO is becoming increasingly
more important, while Apple Search Ads (ASA) is also rapidly growing, giving marketers the ability to
showcase their app using a paid channel.

ASA enjoyed an 82% jump in their share of the global app install pie. Most of this increase occurred
in Q2 when the product was launched in 46 additional countries and regions, and from the Non-
Gaming side of the business.

Leveraging powerful user intent signals, ASA also improved its quality rankings across all categories.
In H2 2018, Apple was a top 6 quality player in half the categories in the Index. This time around,
they made the top 6 across the board, including a top 3 placement in 60% of rankings, in both
Gaming and Non-Gaming genres.

Despite its strides, ASA still has some way to go before reaching the industry's top players. But the
good news for Apple is that it has significant untapped growth potential, as fewer than 20% of apps
running on iOS are actually using this channel in their UA mix. Another potential source of growth on
the gaming side is the launch of game subscription service Apple Arcade later this year.
 Game On: AppLovin and ironSource Battle for Gaming
Domination
AppLovin has already established itself as the clear #3 in the Gaming app space. But they shouldn't
rest on their laurels, as ironSource continues its upward trajectory, gaining ground on AppLovin. In
Edition IX, ironSource grew faster than AppLovin, increasing its share in the Gaming app install pie
by 32%, compared to AppLovin's 10%.

Strategic decisions in H2 2018 helped AppLovin boost scale and quality with the launch of their own
publishing house (Lion Studios, which quickly rose to the top charts), and the acquisition of MAX
mediation.

ironSource is also leveraging their strong mediation platform, building a large portfolio of partners
with stable daily spend. Clearly, having your own mediation platform is an important part of a top
gaming network's arsenal, as it seeks to capitalize on the rapid growth of in-app advertising.

Unity Ads and Vungle are also enjoying a larger piece in the gaming app install pie, holding strong in
the 5th and 6th places (respectively) across most regions. Unity increased its share by 30%, while
Vungle set the tone with a 36% jump.

Mobile gaming is rapidly growing and it's clear that Facebook and Google are still in a league of their
own. In the meantime, however, AppLovin, ironSource, Unity, and Vungle are pushing their offerings
to advertisers, increasing their share of the gaming install pie at the expense of the duopoly ( 25%
vs -10%).
 Social Network Success Not Limited to Facebook
Snap: Echoing its recent positive earnings report, Snap generated 62% more installs in H1 2019,
leading to a 10% rise in the app install pie. Most of its growth was driven by Non-Gaming apps,
particularly Shopping, which jumped 45%, and mostly in iOS, with double the number of installs
compared to Android. A regional deep dive showed growth in Snap's traditional North American user
base ( 14%), but also an aggressive push in new regions, especially the Middle East where it leaped
255%.

Pinterest: The social network has more than doubled its reach in H1 2019. Due to the nature of its
300 million strong monthly user base (up 30% year over year), Pinterest's growth is largely seen in
the Shopping and Life & Culture groups, and almost exclusively in North America.

Although trailing behind Twitter and Snap in North American adoption, Pinterest experienced a 190%
jump in the number of apps running ads on the platform in H1 2019. It is also becoming increasingly
popular for lifestyle-related iOS apps (with only 17% of the client base is running on Android).
Pinterest is poised to continue its growth in the mobile app space with a recently launched mobile ad
tool and increased diversity of its client base.

Twitter: The micro-messaging network is driving increased revenue and reach, according to its
recent earnings report that beat estimates. On the app install stage, Twitter's share in the pie has
increased by 15%, gaining the most ground in North America ( 60%) and Southeast Asia ( 107%).
Despite increased scale, its high quality rank remains intact.

Only a small percentage of Twitter's installs come from Gaming apps, which is surprising considering
the fact that it owns top mediation platform MoPub. However, this could change by connecting
mediation to UA to drive substantial growth. It certainly paid off for ironSource and is likely to bear
fruit for AppLovin as well (following the acquisition of MAX mediation).
TikTok Ads Poised to Become Major Global Player with
#1 Spot in Growth Index
Video creation app sensation TikTok is aggressively monetizing users via TikTok Ads (known as
Ocean Engine in China), making waves in the global install market. The Chinese giant's share in the
pie skyrocketed 10 times, growing across APAC, North America, and Europe.

TikTok Ads has already broken into the top 10, and thanks to the explosive growth of TikTok and
TopBuzz, along with rumors about their own audience network, we believe we will be hearing more
about them in future Indexes.

Looking back, we can see a persistent trend in the Growth Index. For most media sources, making
the ranking is a one-time thing. That means that maintaining growth in this hyper competitive space
is very difficult, so companies must stay alert, recognize potential, and move fast to stay relevant. On
a positive note, the fact that we see new faces with different types of products and qualities
demonstrates that this industry has plenty of opportunities for those who can survive.
 Facebook Dominates Retargeting Index As Use of
Activity Rising
Retargeting is becoming increasingly more important for mobile marketers, with a staggering 57%
year-over-year increase in the number of apps running this activity. Facebook is clearly capitalizing on
this key trend, dominating the Index with the majority of app retargeting conversions.

Google is also making strides in retargeting, climbing 5 places in the Gaming ranking and surpassing
retargeting powerhouse Criteo in the Non-Gaming index.

When you look at the actual scale of retargeting conversions versus its potential, it is evident that
retargeting is set for explosive growth, especially among Gaming apps, which claim only 2% of total
retargeting conversions. This translates to a mere 15% of these apps even running retargeting
campaigns in the first place, despite a significant performance uplift for those who do. It will be
interesting to see which Gaming-centered, UA-driven ad networks will offer a retargeting solution as
their next big growth opportunity.
 Budgets Shifting from Fraudulent to Clean Networks
Fraud has a strong influence on the rankings, but the good news is that the overall direction in H1
2019 was positive, as advertisers shifted budgets from fraudulent to non-fraudulent networks. In
fact, the install share coming from fraudulent networks dropped by 60%, while the number of installs
coming from clean sources — a much larger share — grew by 25%.
Clearly, fraudulent networks are continuing down the wrong path. The only exception worth a callout
is Appnext which has made a bold decision to go clean despite the financial implications. This led to
an impressive achievement — a dramatic reduction in their fraud rate.

Liftoff Elevating to New Heights

Liftoff's share in the app install pie has increased an impressive 115%, mostly driven by Gaming and
significant growth in Eastern Europe, in addition to its main base in North America.

The network performed particularly well in the massive universal Casual Gaming Index, climbing
seven places to reach the #5 position in the volume ranking. With that said, in terms of quality,
Liftoff held its position from the last Index, closing the top 10.