Last October, we launched our self-serve platform on a referral basis. Advertiser feedback during the referral phase shaped how we shortened the path to get live, simplified integration, and optimized the funnel from signup to campaign launch. We're approaching one-click campaign and ad creation, so any brand can get started in minutes with no investment in creative resources required.

The platform is ready to be opened up. For 14 years, advertising with AppLovin required a relationship with our team. For the past eight months, it required a referral code. Starting today, it requires neither. Any business can sign up and reach our billion-plus daily active users.

Going forward: AppLovin Ads

When we launched our self-serve platform in October, we called it Axon. Everything we do is iterative, and we're willing to revisit decisions. When we first named the company AppLovin, it was an $8 domain we'd bought for an app, and we had no idea how far it would go. AppLovin became one of the largest advertising platforms in the world.

Over time, we realized that the AppLovin brand was stronger than we gave it credit for. Even after rebranding the platform to Axon, our customers kept calling us AppLovin. New customers discovered us as AppLovin. The name has become synonymous with the technology and results we deliver. And when something works, there's no reason to change it.

Going forward, our ad platform is simply called AppLovin Ads, and it lives on the AppLovin domain. One company, one brand. Axon remains the name of our AI recommendation system.

Why mobile gaming inventory matters

More than a billion people play mobile games on our platform every day, one of the largest consumer audiences on the planet. They aren't just gamers - they're parents, professionals, homeowners, and shoppers. The person playing a crossword or puzzle game is a different consumer than the social media power user. Studies consistently show that mobile gaming audiences skew adult and represent households with meaningful purchasing power.

AppLovin Ads, powered by Axon, connects advertisers with the customers most likely to buy what they're selling, turning one of the world's largest audiences into one of its most effective growth channels.

Who AppLovin Ads is for

Our model is performance marketing. An advertiser spends a dollar, acquires a user, and makes more than a dollar back over the customer's lifetime, which is a better return than most things a business can do with its money. It's scalable for the advertiser and for us.

There are three ways to buy on the platform today:

We don't do brand marketing. Every advertiser on the platform buys based on measurable performance.

14 years in the making

Thank you to our team, who have been working hard to get the platform to where it is today. And thank you to our partners - those who've been with us for years and those who joined during the referral phase. In October, I wrote that we'd use the referral phase to fine-tune the product for a broader public launch. We took your feedback and built on it, and this is that launch. When our customers grow, we grow, and we're just getting started.