AppLovin

Tastemade taps Wurl for performance marketing campaigns that direct viewers to its FAST channels while lowering customer acquisition costs.

Last year, Mode started testing AppLovin’s mobile user acquisition platform, AppDiscovery, to determine which in-app events are most valuable and target new cost-conscious Android users.

To make sense of changes to mobile campaign reporting, marketers need to understand postbacks ­– the most essential element of mobile attribution.

Is it possible to get through an earnings call in 2023 without talking about AI? Apparently not! AppLovin spent most of its Q2 earnings call on Wednesday hyping Axon 2.0, the latest version of its AI-based ad tech platform, which the company released last quarter. Axon uses predictive machine learning to target app-install ads to […]

Historically, AppLovin made most of its revenue from its portfolio of apps. Now the company appears to be nearly finished with the bloodletting necessary to transform itself into a primarily software-focused business.

AppLovin has added CTV supply from streaming video distribution platform Wurl, which it acquired last March, to its mobile user acquisition platform, AppDiscovery. AppLovin’s marketer clients can now buy CTV inventory on a cost-per-install basis.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Layser Focused Stephanie Layser, former News Corp VP of ad tech, data and identity products, joined Amazon Web Services a year ago as global head of publisher ad tech solutions. And she just recorded a podcast with Marketecture about what she’s been up […]

ATT’s impact has been especially hard on game app developers, with the average cost per install on iOS up 88% from Q1 2021, the last quarter before the rollout of ATT. To adapt, app marketers have been using probabilistic data and methods to reach opted-out users.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. AppLovin You … Next Quarter  AppLovin didn’t have a very good Q4 by the numbers, but shares leaped by 30% after the company reported earnings on Wednesday. What gives? Although revenue declined 11% year over year to $702 million, AppLovin still beat analyst […]

The slow dismantling of cookie-based tech had its fingerprints all over our coverage in 2022 (if you’ll excuse the mixed metaphor). Data privacy supplied the drumbeat, from stories about clean rooms to new privacy-forward ad tech products to the rise of retail media (a data safe haven).

Following a dramatic courtship between Unity and ironSource, Unity put a ring on it. The merger closed on Monday. The purpose of the deal is to bring all of the tools developers need to create, test, launch, grow and monetize their games together under one roof.

Looks like AppLovin’s attempt to wedding crash Unity’s planned merger with ironSource isn’t going to work. On Monday, Unity’s board of directors rejected AppLovin’s bid to buy the company and reaffirmed its commitment to merge with ironSource.

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What’s the rationale behind AppLovin’s bid to merge with Unity (kicking ironSource to the curb in the process)? Adam Foroughi, AppLovin’s CEO, got into the details on the company’s Q2 earnings call.

AppLovin wants Unity – but only if Unity calls off its planned acquisition of ironSource. Why doesn’t AppLovin want ironSource? And how is Apple’s ATT driving consolidation in mobile ad tech? Listen in. Plus: The Trade Desk claims to benefit whenever a regulator starts investigating Google.

Are public ad tech companies totally screwed? “Um, do you want the short answer?” said Rocco Strauss, a partner at independent equity research firm Arete Research. “Because the short answer is … yes,” he said.

TFW you think you have a date to the dance … and then it turns out you don’t. On Tuesday, AppLovin offered to buy Unity in an all-stock merger valuing Unity at $20 billion – but the offer doesn’t include ironSource.

Google has tried – and so far mostly failed – to get its customers on board with major new migrations for its online advertising platform. But Google means business this time, with the migration to the new GA4 analytics solution. You’ve got one year. Also: Tech layoffs are on the rise.

Adjust and its parent company AppLovin laid off roughly 12% of their combined staff on Monday. The layoffs come as many tech firms announce hiring freezes, hiring slowdowns and general belt tightening against a backdrop of recession fears, economic uncertainty and public market volatility.

AppLovin is looking at software as its main cash cow. Going forward, the company told investors that plans to prioritize its software platform and focus less on its apps business. Software is now responsible for 40% of AppLovin’s revenue compared with 14% when the company went public in April of last year.

On Wednesday, AppLovin-owned mobile measurement platform Adjust launched a product called CTV AdVision that attributes cross-device app install conversions tied to CTV ads, whether that’s CTV to mobile or CTV to CTV. Connected TV isn’t always the superhero – sometimes, it’s the sidekick.

AppLovin and The Trade Desk announced twin news items today. The mobile gaming and advertising giant launched an integration with Unified ID 2.0, and The Trade Desk buy directly from AppLovin for the first time. The Trade Desk has historically been a major demand partner for MoPub, said Meagan Martino, AppLovin head of demand for EMEA and the Americas, who came to AppLovin with the acquisition. “Getting The Trade Desk to migrate and transition to AppLovin was one of the top priorities for my team.”

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Blood From A Yellowstone Kevin Costner announced a four-part docuseries titled Yellowstone: One-Fifty about Yellowstone National Park, distributed by the right-wing media outlet Fox Nation. So, who cares?  It’s only amusing because it shows how powerful a tentpole series can be in this […]

AppLovin is in the process of fully integrating MAX and MoPub, which AppLovin bought from Twitter in October for around $1 billion. Since the acquisition, the number of apps monetizing with MAX, AppLovin’s in-app bidding software is up by more than 60%,, according to CEO Adam Foroughi.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Game On AppLovin is a gaming content fortress (in the parlance of Eric Seufert). It published nine of the top 200 highest-grossing US mobile games last quarter and topped global downloads.  The logical next step is to dominate a new category – and AppLovin […]

2021 brought unprecedented consolidation across ad tech. But there’s one particularly striking mini trend that’s emerging: Gaming studios are merging with ad tech platforms, writes Mike Peralta, VP and GM of Marketing Solutions, a division of T-Mobile USA.

The recent bonanza of mobile M&A has more to do with the maturity of the market than it does with any defensive measures related to Apple’s new privacy features, according to Paul Müller, CEO and co-founder of mobile measurement company Adjust. Müller knows a little something about M&A. He sold his company for roughly $1 […]

Mobile advertising companies are being snapped up at eye-popping valuations. But wait … isn’t Apple torpedoing the ability to target and measure app advertising with its AppTrackingTransparency framework, SKAdNetwork and other privacy-focused policies? We untangle that contradiction on this week’s episode of The Big Story, where the editorial team is joined by special guest John […]

Developers have been reporting allegedly strange behavior from AppLovin’s MAX Unity SDK. At least one developer discovered that MAX, AppLovin’s in-app monetization solution, appears to have been capturing iOS 15 postbacks for installs generated by other ad networks automatically and without permission. The tip was shared anonymously with the mobile ad industry forum Mobile Dev […]

Mobile ad platform AppLovin loves acquiring companies. On Wednesday, AppLovin entered into a definitive agreement to buy MoPub from Twitter for $1.05 billion in cash. The move makes a lot of sense. Recently-public company AppLovin has been on a mobile ad tech buying spree, with more than a half-dozen acquisitions under its belt in the […]