Ovum predicts that in 2018 in-app advertising will overtake end-user spend as the app market’s main revenue driver, Android will overtake iOS in total app revenue, and carrier billing will capture a fifth of global app revenue.
Soaring Android app revenue will boost carrier-billed app-store revenue, increasing MNOs’ stake in the apps economy. There is a growing opportunity for carrier billing in the iOS apps ecosystem too, although Apple’s tougher commercial terms will put an increasing strain on MNO margins.
Soaring mobile advertising revenue, largely fueled by app-marketer and brand-advertiser spending, is boosting demand for ad-tech, mobile-inventory, and app-monetization specialists in areas such as analytics, attribution, mediation, retargeting, and retention.
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