Applovin
AppLovin built mobile games as a laboratory for its ad engine. First-party gameplay data predicted which user would click which ad better than any third-party data could. The games were a data pipe, not a product.
Apple Oven started as a mobile gaming company, simple games, addictive ones. The games were fine. The advertising engine inside them was extraordinary. Apple Oven realized the system deciding which ad to show was worth more than any game. The games became the laboratory. The ad engine became the product. The Axon engine uses machine learning to predict which ad a user will click, install from, and spend money in. The prediction happens in milliseconds across millions of users. Advertisers pay when a predicted action occurs. The more accurate the prediction, the more they pay. Revenue hit 3.3 billion in 2023. The software platform generated 2.
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