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Quarterly Trends
Report

Benchmark your growth strategy against the market

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Q2 2026 wasn't about cheap growth. It was about surviving rotation.

Spend held when it historically falls. Android costs surged 15.1%. iOS got cheaper in almost every market. Utilities surged 943% in a single quarter. Meanwhile, TikTok's multi-quarter spending streak ended at zero and three verticals broke the ‘iOS-drives-revenue’ rule entirely.


The market moved fast. The question is whether your strategy moved with it. If you are allocating budget across platforms, verticals, or regions, this report shows you:

  • Where CPI inflated and where it fell
  • Which verticals drove growth and which gave it all back
  • How revenue splits between Android scale and iOS monetization
  • Where the standard platform rules broke down
  • Which country tiers offer the best cost-to-quality balance right now
  • Which networks gained spend, which lost it, and what that signals for your Q3 startegy
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Download Now

Download the full Q2 2026 Quarterly Trends Report

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Benchmark your growth plan with real global data.

What’s Inside:

► Global CPI up 12.0% to $1.24. CPM barely moved

► Android CPI grew 15.1% to $0.76. Android surpassed iOS CPI in the US

► iOS CPI reduced -1.1% to $3.03. Cheaper across most markets outside the US

► Utilities ad spend grew 943% with only 0.3% ATT opt-in. The measurement gap is real

► IPM down 10.5%. More spend, fewer installs. The funnel is the problem, not the bid

► Facebook ranked #1 for spend gained. TikTok: gained zero

► Three verticals where iOS stopped leading in revenue

► CPI, CPM, CTR, and IPM benchmarks by country tier and vertical

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Billions of dollars of spend

 

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Trillions of impressions

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Billions of installs

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