Performance Advertising: How we drive value and handle data

AppLovin has become the highest-valued advertising company through its AI-powered Axon 2 platform, which increased advertising spend roughly 4x since its 2Q23 launch.
The company focuses on driving measurable revenue growth for advertisers rather than just serving ads.
In mobile gaming, Axon 2 helped reverse market stagnation by scaling ad spend to a $10 billion annual run rate.
For web advertising, it provides new channels beyond Meta.
The technology uses five data sources with sophisticated reinforcement learning models that improve through user interactions.
AppLovin maintains strict privacy practices, complying with ATT on iOS and avoiding persistent identifiers.
Attribution relies on MMPs for apps and first-party pixels for web, with rapid learning cycles similar to TikTok's algorithm.