Evolving Dynamics of AppLovin in E-Commerce Advertising

This chapter explores AppLovin's transition from mobile gaming to retail advertising, showcasing its pilot program and the interest it sparked among e-commerce brands. It delves into the challenges of competing with established platforms like Meta and Google, as well as the complexities of measuring incremental growth and conversion. The narrative also highlights emerging trends in advertising strategies as brands adapt to regulatory changes and shift towards diversifying their channels ahead of 2025.