"For years, mobile advertising operated on a simple assumption: relevance meant context. Financial services firms advertised adjacent to financial content, while sports apparel brands focused their campaigns on fitness apps."
"Many are being driven by price increases by the 'walled gardens,' which previously received a lion's share of overall mobile advertising budget. A finance app customer noted their cost per acquisition had been steadily increasing until they tried mobile advertising on the open internet."
"E-commerce alone represents a market that far exceeds that of mobile gaming. As mobile ad platforms that built their capabilities on gaming infrastructure expand to serve this broader base, evolution will follow."
Mobile advertising has traditionally focused on contextual relevance, but this is changing as e-commerce and fintech companies target diverse audiences. A study revealed that non-gaming apps increased user acquisition campaigns significantly in 2025. Rising costs in 'walled gardens' prompted advertisers to explore open internet options, resulting in lower acquisition costs. E-commerce markets are larger than mobile gaming, leading to a shift in advertising strategies. Mobile gaming has historically influenced user acquisition, but the landscape is evolving as new sectors emerge.
Read at Forbes
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