AppLovin Exchange (ALX) vs. AppLovin MAX

AppLovin is particularly well suited for gaming campaigns where it is really hard to reach users and you need formats like the rewarded video to keep users engaged with your ad. I would not recommend it for branding campaigns as their formats are more performance-focused and the inventory is expensive so unless you are trying to reach the desired CPA, it would not be worth it to pay that much for ad placement.

Incentivized

They have the lowest eCPM of any network. We're using them based on their team's advice, thus their eCPM isn't quite as high as their benchmarks. Since MoPub was retired, we have not seen the same eCPMs as previously, particularly in the US, which was their primary market.

• ROI
• Growth
• Monetization

Incentivized

• Easy to use platfrom. You can set up QPS management system on your own.
• They have MoPub Analytics to get inventory stats.
• Their AM team is very supportive.

Incentivized

• Their support is very slow.
• Inventory prices can be a bit high.
• They need better anti-fraud controls.

Incentivized

• Not a lot of inventory in the EMEA region.
• Not a lot of high impact formats. Mainly banners and not a lot of interstitials and videos.
• Reporting tools not very advanced. You can't get a lot of granular details from the tool.

Incentivized

AppLovin has been a great partner for us. We have used them through our DSP and gotten great results with them. Their focus is on monetizing publishers' inventory and they could put more resources into their standalone service as an SSP to make sure DSPs can consider them strategic partners for the long term.

Incentivized

MoPub is a great SSP. It is a trusted partner that can help you scale campaigns as well as educate the client about the benefits of programmatic advertising. They have a lot of inventory and a great support team. I wouldn't say they are perfect because reporting is not very good and some billing issues are not as transparent as they should be.

Incentivized

AppLovin's support team is their weakest point. They are not very responsive and they tend to provide solutions that do not fix the problem. It seems like they will only be proactive if you are a very big client and by doing that they are preventing the rest of the client base from increasing spend on their platform and growing their accounts

Incentivized

MoPub's support is really good. Their team is knowledgeable on their product and the programmatic ecosystem in general and they are very helpful. The only 2 things that I would point out would be that their response times are not very fast and that there is a lot of rotation on the account management team.

Incentivized

Of all of the competitors above, AppLovin is the one that is more focused on gaming and that has a better pool of users in terms of conversion rate. While PubMatic and Magnate offer better solutions for CTV, AppLovin is better than InMobi and MoPub regarding in-app formats and inventory.

Incentivized

We've been attempting to make AppLovin Max perform the same way as MoPub had for us. The value we get from AppLovin Max differs from the ROI we get from other mediation platforms. We keep convincing ourselves that AppLovin Max will eventually function similarly to MoPub.

• It has had a positive impact on my business objectives
• It has helped me grow exponentially
• It has provided a way for me to expand my business

Incentivized

• CPMs are very low compared to other mediation partners which has caused a negative impact on our revenue