Top Global Ad Networks: Talking ROI Index with SplitMetrics

Key insights

6 takeaways

01
The 2024 ROI Index identifies the 'Golden 6' ad networks that ranked in every category for mobile user acquisition: Google, Meta, TikTok, ironSource, AppLovin, and Moloco.
02
Moloco is highlighted as a standout performer, achieving a top-tier ranking despite lacking the massive scale, walled-garden infrastructure, or conglomerate status of the other five 'Golden 6' networks.
03
The 2024 ROI Index analysis is based on data derived from billions of mobile installs and trillions of ad impressions.
04
Reddit has re-entered the ROI Index after a one-year absence, signaling renewed potential for advertisers on the platform.
05
Reddit is introducing 'free-form ads'—a format allowing a mix of text, images, GIFs, and video—to encourage more native, high-engagement content that aligns with user behavior.
06
Success on Reddit requires a specialized strategy that prioritizes native-style content integration over traditional ad formats.

Summary

The 2024 ROI Index provides a comprehensive analysis of global mobile ad networks, focusing on user acquisition performance across various genres, regions, and operating systems. By analyzing billions of installs and trillions of ad impressions, the research identifies the most effective platforms for driving return on investment and user retention. The primary objective is to guide mobile marketers in selecting high-performing ad partners in an increasingly complex digital landscape.

A central finding is the identification of the "Golden 6"—the top-performing ad networks that ranked in every category of the index: Google, Meta, TikTok, ironSource, AppLovin, and Moloco. While industry giants like Google and Meta maintain dominance, the inclusion of Moloco highlights that smaller, specialized ad networks can still compete effectively against massive conglomerates. The data indicates a trend of market consolidation, with the largest platforms increasing their share of total ad spend by 23.4%, though the total number of ranked ad networks grew to 31, suggesting a diversifying ecosystem for advertisers.

The analysis also highlights emerging opportunities and technological shifts, such as the potential for Reddit to drive results through new "free-form" ad formats. Furthermore, the industry is transitioning toward multi-platform experiences, the expansion of alternative app stores, and the integration of generative AI to synthesize personalized ads for individual users. These findings underscore a broader evolution in mobile marketing, where privacy-centric frameworks like SKAN and Privacy Sandbox are becoming foundational to future growth strategies. The research serves as a strategic resource for mobile teams navigating the intersection of privacy, performance, and platform-specific innovation.