AppLovin Corporation

AppLovin is an advertising technology and marketing software company headquartered in Palo Alto, California. Its platform helps advertisers acquire customers and enables mobile application publishers to monetize their audiences. The business serves mobile games, other mobile applications, e-commerce advertisers and connected television publishers, combining machine learning, programmatic advertising and creative production capabilities.

At the center of its advertising platform is AXON, a proprietary machine-learning recommendation engine used to predict advertising outcomes and support campaign targeting. Axon Ads Manager provides campaign management and user acquisition tools, while MAX helps publishers manage advertising demand through real-time in-app auctions. AppLovin Exchange connects programmatic buyers with mobile application inventory. Its in-house SparkLabs creative operation develops playable and video advertisements for performance marketing campaigns.

The wider business also includes mobile measurement and attribution capabilities through Adjust and connected television distribution and advertising technology through Wurl. Together, these offerings address campaign delivery, publisher monetization, measurement and advertising across several digital channels. AppLovin maintains an international engineering and commercial presence supporting its software platforms and advertiser relationships.

Evolution of the business

Founded in 2012, AppLovin initially developed technology to address mobile application discovery, marketing and user acquisition. Between 2018 and 2022, it combined investment in advertising software with the acquisition and incubation of mobile gaming businesses. That strategy included the launch of Lion Studios and investments in established game developers, alongside acquisitions that expanded its measurement and connected television capabilities.

AppLovin subsequently shifted its focus toward advertising and marketing software. On June 30, 2025, it completed the sale of its entire mobile gaming business, comprising ten studios, to Tripledot Studios. The transaction provided $400 million in cash and an approximately 20% equity stake in Tripledot. Its former game development and publishing operations are therefore part of the company's history rather than its current production offering. Following the sale, AppLovin continued operating as a public advertising technology company focused on its software platforms.