Happy National App Day-that traditional time of year when we pause (briefly, between swipes) to reflect on just how much the world and its purchases have gone mobile. For everything from entertainment to fitness to fertility, we now look to apps to meet our most basic needs. We spend 87% of our mobile time in-app, and when we shop, 70% of our mobile transactions occur in-app, where conversion rates and AOV are higher than mobile web, and basket rates are significantly lower.

And where the spending goes, so go the ads. The in-app advertising market is expected to reach $220 billion by 2025. But here's where the story takes a twist, because while spending on mobile and in-app advertising continues to rise, its influence over consumers is actually on the decline.