2026 State of advertising report

Mobile is entering a new phase of accountability. For years, in-app environments were undervalued and often treated as secondary inventory. In 2026, that perception is shifting as advertisers recognize that mobile apps capture highly engaged attention across everyday moments. 

In our 2026 State of advertising report, we explore how mobile is moving from an afterthought to a performance driver. As signal fragmentation increases and privacy rules get stricter, success in mobile depends on deterministic identity, simplified supply paths, and operational intelligence built into planning. 

Interview with Todd Rose

SVP of Global Business Development and Addressability, InMobi 

In this discussion, Todd shares:

  • Why in-app environments capture high-intent attention during everyday consumer moments 
  • How AI is reshaping planning and optimization before the auction even begins 
  • Why identity strategies must assume less signal and stronger privacy constraints 

Mobile apps have been treated as an afterthought, but they’re where users are highly engaged. App environments capture attention during everyday moments, making them a powerful place for brands to connect.

Todd Rose
InMobi

Explore Experian’s 2026 State of advertising report

This partner perspective is part of our 2026 State of advertising report, featuring leaders across agencies, commerce media, identity, mobile, privacy, and more. 

Download our full report to learn how mobile connects with the other forces shaping advertising in 2026, and what advertisers must prioritize to drive measurable outcomes. 

Download our exclusive report

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