AppLovin Corp (NASDAQ: APP) is a mobile technology company that operates a software platform enabling app developers to grow their businesses through programmatic advertising and monetization tools. Revenue comes primarily from two segments: the Software Platform, which charges app developers and advertisers for access to its AppDiscovery marketing engine and MAX in-app bidding mediation product, and the Apps segment, which generates revenue from a portfolio of owned mobile games. The Software Platform segment is the higher-margin business and has been the primary growth driver. AppLovin was founded in 2012 and is headquartered in Palo Alto, California. The company competes in the mobile advertising technology market against players including Meta, Google, Unity, and IronSource. As of the fiscal year ended December 31, 2025 (10-K filed February 19, 2026), the Software Platform segment had become the dominant revenue contributor, reflecting a shift in business mix away from first-party mobile games toward third-party advertising infrastructure.

Revenue model

Software Platform segment: performance-based and programmatic advertising fees charged to app developers and marketers for user acquisition via AppDiscovery and monetization via MAX. Apps segment: in-app purchases and advertising within AppLovin-owned mobile games.

Products and services

AppDiscovery (user acquisition and programmatic ad engine), MAX (in-app bidding and mediation platform), owned mobile gaming portfolio (Apps segment).

Customers and end markets

Mobile app developers, mobile game publishers, and performance marketers seeking user acquisition and monetization. End markets are mobile gaming and broader app economy.

Value-chain role

Intermediary advertising technology platform sitting between mobile app publishers and performance marketers; operates both as ad tech vendor (Software Platform) and direct app publisher (Apps segment).

Competitors

Meta, Google, Unity, IronSource

Source: SEC 10-K, filed 2026-02-19

Industry: Services-Computer Programming, Data Processing, Etc. Peers: Zendesk, Inc. AVALARA, INC. Bentley Systems, Inc Dayforce, Inc. Dropbox Inc Informatica Inc. Manhattan Associates Inc Procore Technologies Inc Salesforce Inc