SocialPeta Data Research Institute

White Paper on Global Mobile Games

• Mobile advertising has shifted toward a video-first model, with video ads now accounting for over 85% of total spend and vertical formats outperforming horizontal ones with conversion rates near 0.15%.
• Privacy regulations have forced a move toward probabilistic attribution models like SKAN, shifting industry focus from granular user targeting to high-quality creative design.
• Ad creative volume surged 200% year-over-year in 2021, while CPMs increased by 34%, reflecting a period of intense market competition.