Advertisers Leverage More Ad Platforms for User Acquisition Ad marketers employed more sophisticated ad strategies Average Number of Ad Platforms Used Top 100 Apps by Downloads, US in 2018 across both iOS and Google Play — an indication of maturation in the industry. Game publishers, who often 12 pave the way in the app economy, saw the greatest 10 increase in the number of ad platforms they utilize — but 35% 45% the change was clear across genres and across both app 8 20% stores. There was still a meaningful difference between 25% 2017 apps and games, with games using 45% and 35% more ad 6 2018 platforms on average across iOS and Google Play, 4 respectively. 2 By utilizing more ad platforms, advertisers can increase coverage, search for better prices and test more 0 iOS Google Play iOS Google Play audiences to find the best return for their advertising investment. Apps Games 59 COPYRIGHT 2019