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Mobile Advertising Trends: Top iPad Apps in July 2018

Pixalate’s monthly updates on the top trending mobile apps in advertising help marketers understand the latest mobile in-app advertising trends. After breaking down the latest mobile advertising trends on iPhone apps, we’re now looking at the “other” mobile device — tablets.

This post highlights the top trending apps in the United States, based on display and video programmatic advertising volume, on iPads from July 2018.

Key takeaways:

  • Words With Friends 2 is the only app in the top 10 for both display and video advertising on iPads
    • This was also true on iPhones
  • Apps in the Games category accounted for eight of the top 10 apps for display advertising on iPads
  • Games (6) and News (3) were the most popular app categories on iPads for video advertising
    • News apps accounted for two of the top five

Download a list of the top 30 trending iPad apps in advertising, including Bundle IDs, below:


Trending iPad apps for display advertising (July 2018)


  • Eight Games apps made the top 10, including the No. 1 overall app (Words With Friends 2)
    • By contrast, only two of the top 10 apps on iPhones were in the Games category
  • theCHIVE (Entertainment) and WeatherBug (Weather) were the only non-Games apps to make it in the top 10
    • theCHIVE also ranked high on iPhones

Trending iPad apps for video advertising (July 2018)


  • Six Games (Extreme Car Driving Simulator, Words With Friends 2, Word Connect, Panda Pop, Word Crossy, and Kick the Buddy) ranked in the top 10
    • For comparison, four Games apps ranked in the top 10 on iPhones for video advertising
  • Viggle ranked second for video advertising on iPads
    • It ranked fourth on iPhones

Methodology and Disclaimer

Pixalate examined mobile in-app display advertisements sold via programmatic channels throughout July 2018 for this study. The data is based on activity within apps that engage in programmatic advertising in the open marketplace. Invalid Traffic (IVT) — including General Invalid Traffic (GIVT) and Sophisticated Invalid Traffic (SIVT) — were removed prior to ranking the apps. Any reference to "top" or "trending" apps refers solely to an app's Share of Voice of programmatic advertising impressions.

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