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  "organisationId": "O-249fc8c15e824d9da52a5c322f55c0d5",
  "slug": "applovin",
  "name": "AppLovin Corp",
  "updatedAt": "2026-03-19T04:07:32.305093Z",
  "sections": [
    {
      "type": "OVERVIEW",
      "text": "Founded in 2012, AppLovin provides end-to-end AI-powered advertising solutions that help businesses reach, monetize, and grow global audiences, and it also operates a portfolio of owned mobile apps. Its stated mission is to create meaningful connections between companies and their ideal customers. The company reports two operating segments, Advertising and Apps, reflecting its position across digital advertising technology and mobile apps.[https://investors.applovin.com/resources/investor-faqs/default.aspx][P-d15c041560404919add5cffc927b9763][P-f3079f8dad92411b96787584f613d708]\n\nAppLovin’s advertising products are centered on AppDiscovery, MAX, Adjust, and Wurl, spanning user acquisition, in-app monetization, measurement and analytics, and connected TV advertising and distribution.[P-b6fe7070f55640d798e66d03bd9a6428][P-2a2348ed567440cabdeb46770d1983e2][P-e65bf16617f1487c9e5a65b58643d022][P-6cd9a3c8a5bc442ca7f5bbe706d6e038][P-a082ebb2b873443581ce7a702ca8243e] Its Apps business includes a globally diversified portfolio of more than 200 free-to-play mobile games across five genres run by ten studios.[P-65cb38d1e9114450972075454568fd4e] In 2024, the company generated $4.7 billion in revenue, with about $2.7 billion from the U.S. and $2.0 billion from the rest of the world.[T-14813b1df9ea4a14af4f02574d6a5d12][T-93b32ed031744efaae3ae85f71352d91] As of December 31, 2024, AppLovin had 1,563 employees in 17 countries, with 54% of its employees located outside the U.S., underscoring its international footprint.[P-36ded297a7bd4d00b3a2a310a77d053f]\n[P-d15c041560404919add5cffc927b9763][P-f3079f8dad92411b96787584f613d708][P-b6fe7070f55640d798e66d03bd9a6428][P-2a2348ed567440cabdeb46770d1983e2][P-e65bf16617f1487c9e5a65b58643d022][P-6cd9a3c8a5bc442ca7f5bbe706d6e038][P-a082ebb2b873443581ce7a702ca8243e][P-65cb38d1e9114450972075454568fd4e][T-14813b1df9ea4a14af4f02574d6a5d12][T-93b32ed031744efaae3ae85f71352d91][P-36ded297a7bd4d00b3a2a310a77d053f][https://investors.applovin.com/resources/investor-faqs/default.aspx]",
      "updatedAt": "2026-03-19T04:07:32.305093Z"
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      "type": "PRODUCTS",
      "text": "AppLovin’s product set is centered on advertising software. AppDiscovery is a marketing suite for app developers that automates and manages user acquisition, using AXON predictive algorithms to match apps with users who are more likely to download and engage. Advertisers set return goals, performance is measured through third-party attribution, and pricing is dynamic based on the revenue generated from acquired users rather than a fixed price per impression, click, or install; AppLovin says AppDiscovery accounts for the vast majority of its Advertising revenue. AppLovin also describes AXON as a recommendation engine that improves as the company gains more advertiser and engagement data, and management has said the underlying machine-learning models are continually refined using internal testing and external AI research. [P-197fe2326da04a9aad3fd1cf25badc05][P-836c3826874243c9bcb8e87fc51fb9d8][P-fd2bd73ea0104639aeddd5ba2df172bf]\n\nIts other software products serve monetization, measurement, and connected TV. MAX is an in-app bidding product that runs a single unbiased, real-time competitive auction for a publisher’s ad inventory, with the aim of increasing competition, price realization per impression, and publisher ARPDAU while reducing manual monetization work through automation. Adjust is a SaaS measurement and analytics platform that provides attribution, reporting, and fraud prevention so marketers can understand the user journey and optimize ad performance. Wurl is AppLovin’s connected-TV platform, distributing streaming video for content companies and providing advertising and publishing tools intended to grow viewership, measure performance, and increase revenue through data-driven CTV advertising. [P-e65bf16617f1487c9e5a65b58643d022][P-6cd9a3c8a5bc442ca7f5bbe706d6e038][P-0a86032623274c5881c1ae993207b373]\n\nAppLovin also operates a portfolio of owned apps consisting of more than 200 free-to-play mobile games across five genres—casual, match-three, card/casino, mid-core, and hyper-casual—run by ten studios. The studios use live operations to iterate on game economies, improve conversion on items and offers, and monetize through both in-app purchases and in-app advertising, while also using AppLovin’s ad products to market and scale the games. In 2024, Advertising revenue was $3.224 billion versus $1.485 billion for Apps revenue, implying roughly 68% of total revenue came from advertising products and about 32% from the apps portfolio. [P-2943f20ddd474f3e96d217da9d150ecc][T-14813b1df9ea4a14af4f02574d6a5d12]\n[P-197fe2326da04a9aad3fd1cf25badc05][P-836c3826874243c9bcb8e87fc51fb9d8][P-fd2bd73ea0104639aeddd5ba2df172bf][P-e65bf16617f1487c9e5a65b58643d022][P-6cd9a3c8a5bc442ca7f5bbe706d6e038][P-0a86032623274c5881c1ae993207b373][P-2943f20ddd474f3e96d217da9d150ecc][T-14813b1df9ea4a14af4f02574d6a5d12]",
      "updatedAt": "2026-03-19T04:07:32.305093Z"
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    {
      "type": "GEOGRAPHY",
      "text": "AppLovin’s disclosed sales footprint is split between the United States and international markets. For 2024, revenue by user location was $2.689 billion from the United States and $2.020 billion from the rest of the world, equal to about 57.1% and 42.9% of total revenue, respectively; the company presents this geographic disclosure as United States versus Rest of World rather than by individual country. [P-f3e2e110c01a4d0bb3a3ebe2441cf2ba][T-93b32ed031744efaae3ae85f71352d91]\n\nIts principal executive offices are in Palo Alto, California, at 1100 Page Mill Road, and the research and development organization is based in Palo Alto with additional resources around the world. [P-e1dfc185781d4a9691b6ce58b9811647][P-7aa27d741f99443ab05979d1e5fe2bf3][P-8e319ffd807443bfbabd15aabc3ea288] As of December 31, 2024, AppLovin had 1,563 employees located in 17 countries, with approximately 54% of employees outside the U.S. and 46% in the U.S. [P-36ded297a7bd4d00b3a2a310a77d053f] Its reported property and equipment footprint was concentrated in Germany ($74.5 million), the United States ($44.6 million), and the Netherlands ($40.2 million), with only $1.1 million in all other countries combined. [T-c795005e95b748759ad4dfa2f8b99832]\n[P-f3e2e110c01a4d0bb3a3ebe2441cf2ba][T-93b32ed031744efaae3ae85f71352d91][P-e1dfc185781d4a9691b6ce58b9811647][P-7aa27d741f99443ab05979d1e5fe2bf3][P-8e319ffd807443bfbabd15aabc3ea288][P-36ded297a7bd4d00b3a2a310a77d053f][T-c795005e95b748759ad4dfa2f8b99832]",
      "updatedAt": "2026-03-19T04:07:32.305093Z"
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      "type": "SEGMENTS",
      "text": "AppLovin reports two operating and reportable segments: Advertising and Apps [P-9aeb4588ae5b43fdbd7e11de6830aa87]. The Advertising segment generates revenue primarily from fees paid by advertisers for the placement of ads on mobile applications owned by publishers [P-f3264ad4dd0e4f5997457d9ee677fcae]. The Apps segment generates revenue from users making in-app purchases and from clients buying digital advertising inventory within AppLovin’s portfolio of apps [P-713a2af132464732abd2be1fa565f97e].\n\nIn fiscal 2024, Advertising was the larger segment at about 68.5% of total revenue ($3.224 billion of $4.709 billion), while Apps contributed about 31.5% ($1.485 billion) [T-cec00ea5f4e148798036accdca89951d]. Within the Apps segment, about $1.003 billion came from in-app purchases and about $482.5 million came from in-app advertising, implying an approximate mix of 67.5% in-app purchases and 32.5% in-app advertising inside the Apps segment [T-14813b1df9ea4a14af4f02574d6a5d12].\n[P-9aeb4588ae5b43fdbd7e11de6830aa87][P-f3264ad4dd0e4f5997457d9ee677fcae][P-713a2af132464732abd2be1fa565f97e][T-cec00ea5f4e148798036accdca89951d][T-14813b1df9ea4a14af4f02574d6a5d12]",
      "updatedAt": "2026-03-19T04:07:32.305093Z"
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    {
      "type": "HISTORY",
      "text": "AppLovin was founded in 2012 by Adam Foroughi, John Krystynak, and Andrew Karam, and Foroughi has served as chief executive officer since December 2012.[https://investors.applovin.com/resources/investor-faqs/default.aspx][https://investors.applovin.com/governance/board-of-directors/default.aspx] In 2019, the company acquired SafeDK, an SDK management tool, adding to its developer-focused software capabilities.[https://applovin.com/blog/applovin-acquires-safedk]\n\nA major turning point came in April 2021, when AppLovin’s registration statement became effective on April 14, its Class A common stock began trading on Nasdaq on April 15, and the IPO closed on April 19.[P-a9ee47d4dd6b4b2b9b9174ee1295d47f] Days later, on April 20, 2021, AppLovin acquired Adjust, a mobile app tracking and analytics company, in a deal the company said would expand its software solutions.[P-d4199cd82a9944399169d61b4b60f136] AppLovin continued to broaden its platform in 2022 by completing its acquisition of Twitter’s MoPub business on January 1, with the aim of integrating MoPub features into MAX and migrating publishers and demand partners to that platform, and by acquiring Wurl on April 1 to expand into connected TV.[P-de2ed5ffcfa744579dfa3a887faea25b][P-f11d33f07c75462b95109e4b2d043120]\n[P-a9ee47d4dd6b4b2b9b9174ee1295d47f][P-d4199cd82a9944399169d61b4b60f136][P-de2ed5ffcfa744579dfa3a887faea25b][P-f11d33f07c75462b95109e4b2d043120][https://investors.applovin.com/resources/investor-faqs/default.aspx][https://investors.applovin.com/governance/board-of-directors/default.aspx][https://applovin.com/blog/applovin-acquires-safedk]",
      "updatedAt": "2026-03-19T04:07:32.305093Z"
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