In-App Mobile Ad Spend to Reach $45.3bn, Facebook and Google Rejoice

EMarketer’s report on ad spending inside apps is likely to bring joy to some (Google, Facebook) and sorrow to others (everyone else).

This year, in-app mobile ad spend will reach $45.3 billion, up $11 billion from last year, according to eMarketer. And apps are where the money is at for mobile advertising, comprising 80 percent of all U.S. media dollars spent on mobile.

The numbers appear to have a direct correlation with other reports that say consumers spend 87% of their time in smartphone apps, with the open mobile web garnering the rest. “Marketers are sending ad dollars where consumers spend their time,” says Martin Utreras, VP of forecasting at eMarketer.

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