Is AppLovin Actually Incremental? 8 Tests, Real Data, Real Results

The podcast explores the performance and tactical application of AppLovin as an advertising platform for e-commerce businesses. It highlights the positive incrementality observed across multiple tests, where AppLovin's internal measurements consistently underestimate the actual revenue impact. The discussion covers best practices for account setup, emphasizing the ease of integration with Shopify due to its in-depth pixel tracking. Speakers also delve into campaign structure, creative strategies, and bidding options, noting the platform's unique feature of guaranteed ad exposure through longer, unskippable video ads within mobile games. The hosts predict a significant increase in investment in AppLovin for the coming year, potentially making it a major player alongside Meta and Google Ads.