"The move marks a turning point for AppLovin, best known for placing ads inside free-to-play mobile games like Wordscapes and Clockmaker. By rebranding its advertising platform around Axon, which is the name of the AI algorithm that powers its ad targeting, the company is positioning itself as a contender in the broader e-commerce advertising market, long dominated by behemoths like Meta and Google."
"Founded in 2012, AppLovin entered e-commerce in 2024 when the company onboarded a few hundred advertisers on an invite-only basis. In March, AppLovin said itsits e-commerce advertising business had reached a billion-dollar run-rate. Since then, the business has continued to grow, the company told Modern Retail. Earlier this year, AppLovin divested its mobile gaming portfolio for $900 million to focus solely on its high-growth advertising technology business, which drives most of the company's revenue."
AppLovin rebranded its customer-facing advertising platform as Axon and launched an invite-only Axon Ads Manager ahead of the holiday shopping season. Axon is the name of the AI algorithm that targets ads to consumers to drive purchases. The company positions Axon to compete in e-commerce advertising alongside Meta and Google. AppLovin entered e-commerce in 2024 with a few hundred invite-only advertisers and reported a billion-dollar run-rate in March. The company divested its mobile gaming portfolio for $900 million to focus on advertising technology and reports 1.4 billion daily active users worldwide, with 150 million in the U.S. Referral codes allow current advertisers to invite others.
Read at Modern Retail
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