AppLovin MAX vs InMobi: eCPM, Fill and Payouts Compared
For a balanced global audience of 10,000 daily users in a typical casual game, our tables put AppLovin MAX about 72% ahead of InMobi. The gap moves with category and region, so the tables below show where each network leads.
Updated · Every figure on this page is an estimate from our benchmark tables, not a quote from any network.
At a glance
| AppLovin MAX | InMobi | |
|---|---|---|
| Formats in our model | Rewarded video, Interstitial, Banner, Native, App open | Rewarded video, Interstitial, Banner, Native |
| Modelled fill rate | 90% | 78% |
| Rewarded eCPM, Tier 1 | $14.50 | $9.00 |
| Interstitial eCPM, Tier 1 | $9.80 | $6.00 |
| Banner eCPM, Tier 3 | $0.12 | $0.11 |
| Payout threshold | Around $100 (account dependent) | Around $100 (account dependent) |
eCPM by format and tier
Android baseline eCPMs in US dollars per 1,000 impressions, before category and platform multipliers.
| Format | AppLovin MAX Tier 1 | InMobi Tier 1 | AppLovin MAX Tier 2 | InMobi Tier 2 | AppLovin MAX Tier 3 | InMobi Tier 3 |
|---|---|---|---|---|---|---|
| Rewarded video | $14.50 | $9.00 | $5.80 | $4.20 | $1.60 | $1.50 |
| Interstitial | $9.80 | $6.00 | $3.80 | $2.80 | $1.00 | $1.00 |
| Banner | $1.10 | $0.65 | $0.45 | $0.30 | $0.12 | $0.11 |
| Native | $4.00 | $3.00 | $1.70 | $1.40 | $0.45 | $0.45 |
| App open | $6.00 | Not offered | $2.40 | Not offered | $0.65 | Not offered |
Banner shows the widest Tier 1 gap: AppLovin MAX at $1.10 against InMobi at $0.65. App open is only modelled for AppLovin MAX.
Which wins for each kind of app
Each row runs 10,000 daily users with that category’s typical format mix and a balanced region split.
| Category | AppLovin MAX | InMobi | Winner | Margin |
|---|---|---|---|---|
| Hypercasual Game | $14,191 | $7,803 | AppLovin MAX | 82% |
| Casual Game | $12,585 | $7,298 | AppLovin MAX | 72% |
| Mid-core / Strategy | $14,383 | $8,447 | AppLovin MAX | 70% |
| Puzzle Game | $12,917 | $7,269 | AppLovin MAX | 78% |
| Utility App | $4,011 | $1,991 | AppLovin MAX | 101% |
| Social / Lifestyle | $7,372 | $4,105 | AppLovin MAX | 80% |
| Finance App | $5,901 | $2,796 | AppLovin MAX | 111% |
| Entertainment App | $8,703 | $4,752 | AppLovin MAX | 83% |
| Education App | $3,961 | $2,357 | AppLovin MAX | 68% |
AppLovin MAX leads in 9 of 9 categories and InMobi in 0. The widest gap is in Finance App, where AppLovin MAX earns about 111% more. The closest race is Education App, where the two sit 68% apart.
How region changes the result
The same casual game at 10,000 daily users with three different audience splits.
| AppLovin MAX | InMobi | Winner | |
|---|---|---|---|
| Emerging-market lean | $7,781 | $4,898 | AppLovin MAX |
| Balanced global mix | $12,585 | $7,298 | AppLovin MAX |
| Tier 1 lean | $18,942 | $10,416 | AppLovin MAX |
AppLovin MAX stays ahead across all three audience splits, by 59% to 82%.
AppLovin MAX / InMobi
About AppLovin MAX
AppLovin MAX is a mediation platform built around in-app bidding, with AppLovin's own demand competing alongside other networks in each auction. It posts the highest central estimates in our mobile tables, about $14.50 for Tier 1 rewarded and $9.80 for interstitials on Android, and the highest blended fill at roughly 90%.
Strengths
- It supports all five formats we model, including native at about $4.00 and app open at about $6.00 in Tier 1.
- Bidding puts networks into a single auction, which removes much of the manual work of ordering a waterfall.
- AppLovin's own demand is deep in games, which is why it so often leads for game studios.
- Its banner estimate of about $1.10 in Tier 1 is the highest of the eight mobile networks we track.
Watch-outs
- Payment terms of roughly net 45 days mean the first payout comes later than it would from Google.
- Every extra adapter adds SDK weight and testing time, so add networks only where they actually win impressions.
- Its edge is concentrated in games, so a utility or content app may see a smaller gain over a single network.
Best for: A game with steady daily users that wants several demand sources bidding on every impression.
About InMobi
InMobi is a mobile network with long-standing reach in Asia and other emerging markets. Its Tier 1 estimates are lower than most, about $9.00 for rewarded, but its Tier 3 figures hold up comparatively well, with rewarded at about $1.50 and interstitial at about $1.00.
Strengths
- Its Tier 3 interstitial estimate of about $1.00 equals the top figure in our tables, which matters when most users are outside Tier 1.
- Local advertiser relationships in Asia can fill requests that global networks leave empty.
- Native is on offer as well as video and banner, which gives you more placement options in content apps.
Watch-outs
- In Tier 1 its estimates trail the leaders, so an app aimed at US or UK users will usually start elsewhere.
- Blended fill of about 78% is the lowest in our mobile tables, level with Chartboost, so pair it with another source.
- No app open format is available in our data.
Best for: An app whose users are mostly in Asia, Latin America or other Tier 3 regions, run as a bidder beside a global network.
Payout terms
| AppLovin MAX | InMobi | |
|---|---|---|
| Threshold | Around $100 (account dependent) | Around $100 (account dependent) |
| Cycle | Monthly, with net terms of roughly 45 days | Monthly, net terms vary by contract |
| Methods | Wire or ACH; typical terms, confirm in your own account | Wire or PayPal; typical terms, confirm in your own account |
Verdict
On our numbers AppLovin MAX is the stronger single choice for most categories, and particularly for Finance App, Utility App. InMobi holds its own in Casual Game. Many studios run both inside a mediation stack, which our model does not combine.
All figures come from our benchmark tables: Android eCPMs by tier, category or niche multipliers, modelled fill and the iOS multiplier. They are estimates for planning, not quotes.
Questions people ask
Does AppLovin MAX pay more than InMobi?
In our benchmark tables AppLovin MAX earns more in 9 of 9 app categories for a balanced audience, with an average lead of about 83%. Your own results depend on category, region and setup.
Can I run AppLovin MAX and InMobi together?
Usually yes. Most studios reach several networks through a mediation platform so they compete for each impression. Check each network’s current mediation support before you plan around it.
Which has better fill?
Our model uses a fill rate of 90% for AppLovin MAX and 78% for InMobi. Fill varies by country, format and floor settings, so treat these as typical blended figures.