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What’s new at AppLovin

by Adam Foroughi on Apr 9, 2014

Four months into 2014, I’m excited to announce AppLovin’s biggest news yet: The launch of our new Adaptive Personalization Platform (APP). We’ve worked hard to develop a platform that delivers results – not hype – and I’m thrilled to finally be able to talk about it.

The APP difference can be summed up in one word: personalization. We believe marketing is much more effective when it’s personal – delivering relevant, meaningful messages to every individual it reaches.

That’s what we set out to do with APP. The technology combines known shopping behavior with consumer preferences to accurately deliver the most effective ad targeting and retargeting in the industry.

APP gathers data insights across screens – from smartphones to tablets to desktops – to provide highly-personalized recommendations, offers, or promotions on mobile.

And it’s working.

Profitable customers are happy customers

For months, we’ve been testing APP with trial customers, and the results are everything we hoped for – and more. In fact, our customers are so happy that many of them have committed unlimited budgets to AppLovin. It feels great to know that we’re helping them achieve their business goals.

I’m also excited about the fact that we’ve been able to attract these advertisers with a small, focused sales team – because our technology does what we say it will. Once our customers see the results, they’re sold.

And there’s more:

  • Break-even on ad spend is happening in two weeks or less.
  • Our customers are seeing conversion rates as high as 15%.
  • We’ve already attracted over 300 major brands in retail, travel, home décor, gaming, restaurant, and lifestyle.
  • We’ve been profitable every quarter since we launched in March 2012.
  • We now have over 50 employees in offices in Palo Alto, San Francisco and New York.

As of today, APP is officially out of beta mode. We’ll be taking on new customers, diving into new verticals, and participating in more industry events.

Making mobile marketing personal

We’re on a mission to change perceptions about mobile marketing. According to eMarketer, $110 billion was spent on digital advertising in 2013 – but only $17.9 billion of that was allocated to mobile. That needs to change. I believe a big part of the problem is that measuring returns on mobile has been nearly impossible – until now. That’s why AppLovin has worked so hard to make measurement a huge part of our APP platform.

And it’s what we’ll keep on doing – working to ensure that mobile catches up to, and surpasses, other forms of digital marketing. Because if the world is increasingly on mobile, companies should be, too.

More exciting news to come

It’s been a great year so far – and it’s only going to get better. We’ve learned so much from our customers, and look forward to continuing to build the marketing solution that delivers results.

Adam Foroughi is AppLovin’s CEO.

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