Ecommerce Playbook: Numbers, Struggles & Growth Is AppLovin making a comeback?
Sep 23, 2025
Timing is everything when expanding ad channels, and understanding prerequisites like creative systems is crucial. AppLovin is highlighted for its unique inventory and ability to drive incremental growth without cannibalizing other platforms. A successful client case demonstrates its potential, as it grew to 30% of media spend. The platform's evolution and upcoming self-serve options are explored, while best practices for setup and measurement are emphasized. Overall, there's optimism about AppLovin's role in future channel strategies.
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Sequence Your Channel Expansion
- Master Meta first, then Google before expanding to other channels.
- Ensure you have stable creative production and operational stability before diversifying.
Measure Incrementality First
- Put incrementality measurement in place before adding new ad channels.
- Use geo holdout tests to prove a channel drives incremental sales.
Creative Is Reusable Fuel
- Creative systems (UGC/creator content) are the fuel for every channel expansion.
- The same UGC formats that power Meta can be ported to new platforms like AppLovin.