In 2024, top apps increased their share of spend on interactive ads by 20% year-over-year, while non-top-tier spenders saw a 2% increase. That's according to Liftoff’s annual Mobile Ad Creative Index ...

Weaker ad quality controls in games may be enabling scam campaigns. 84% of players would uninstall a game after a negative ad experience. Unskippable ads remain a major frustration for mobile players.