Mobile application makers currently have no plans to slow the onslaught of mobile ads that encourage you to install their apps on a smartphone. As the market for “mobile-app-install ads” grows to keep pace with demand, including participation from more of today’s most popular platforms, the mix of publishers and brands that can afford the greatest ad presence is also on the rise.

Little commonality existed among the top 20 app-install advertisers on Facebook, Google, Instagram and Pinterest during the third quarter of 2016, according to a new report from Sensor Tower. The research firm, which tracks mobile campaigns, studied app activity from “millions of mobile users around the globe” for its report.

The ad market that was once dominated by game publishers is now filled with various app types including — in the cases of Facebook and Google — suites of apps that are owned by the companies selling the ads. Instagram was the top advertiser based on indexed impressions on Facebook during the third quarter, according to the report. (Facebook owns Instagram.) And Google was the top advertiser on its own service during the same period.

Mobile-app-install ads in the United States will generate nearly $6 billion in marketing spending in 2016, according to eMarketer. With more than 2 million apps available in Apple’s App Store and at least 2.2 million apps in the Google Play Store, publishers are pulling out all the stops to get valuable real estate on consumers’ mobile devices.

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