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AppLovin Exchange (ALX)

AppLovin Exchange (ALX)


What is AppLovin Exchange (ALX)?

AppLovin is a mobile advertising optimization platform from the company of the same name headquartered in California.

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Recent Reviews

Great for gaming

8 out of 10
July 12, 2022
AppLovin has helped us achieve scale in the mobile advertising space. We have used them to increase our advertising efforts, specifically …
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What is AppLovin Exchange (ALX)?

AppLovin is a mobile advertising optimization platform from the company of the same name headquartered in California.

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Product Details

What is AppLovin Exchange (ALX)?

The AppLovin Exchange (ALX) is a source of premium in-app mobile ad inventory and mobile real-time-bidding exchange, connecting mobile ad space buyers directly to AppLovin MAX. Through direct, equal access auctions, all ALX buyers are placed at the top of the funnel – to ensure transparent upfront pricing with no middleman fees, and to drive purchasing power Through MAX, ALX buyers transact in diverse real-time bidding (RTB) auctions with premium in-app ad real estate across 140k apps and 2 billion+ devices globally. AppLovin states this scale allows the exchange to power better opportunities and more focused targeting so that ads drive a higher ROI.

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AppLovin Exchange (ALX) Technical Details

Operating SystemsUnspecified
Mobile ApplicationNo
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Reviews and Ratings


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(1-4 of 4)
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July 12, 2022

Great for gaming

Score 8 out of 10
Vetted Review
Verified User
AppLovin has helped us achieve scale in the mobile advertising space. We have used them to increase our advertising efforts, specifically in gaming inventory and with rewarded video formats. They have been a great partner and have helped us find pockets of new users that we were not able to reach before due to their app browsing behavior.
  • Lots of gaming inventory
  • Plenty of high inventory formats
  • More than one end point in the USA to reduce latency when buying via RTB
  • Support team takes a lot of time to answer
  • Not a lot banner inventory
  • Really high CPM prices on the platform
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.
  • Inventory
  • Formats
  • Monetization platform
  • It has helped us achieve ROI, increasing budgets
  • it has helped us get new clients, getting more bookings
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.
Score 8 out of 10
Vetted Review
Verified User
I use AppLovin for my new startup as I was expanding my business over the last few months. This app is amazing because it allows your application to grow organically using its set of solutions to grow a small business like mine. Overall, I was very happy with the product because it allowed me to grow my mobile business and I would highly recommend this app to others
  • ROI
  • Growth
  • Monetization
  • Customer Service
  • Mobile advertising
  • Pricing
AppLovin is a great app if you are trying to grow your business and want to expand into mobile gaming or the mobile industry in general. It is less appropriate for a business that wants to set up a traditional store and not grow into the mobile gaming industry. This app is very popular in the gaming industry as it boasts over 300 million users as of June 2022.
  • Mobile gaming
  • App developers
  • Increase retention
  • 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
I think AppLovin is much better than these three apps combined because it provides a better opportunity for a business to scale up on its mobile site and it helps new businesses grow their ROI. The company has been around since 2012 and it boasts 300 million subscribers so it has established itself as a great application to grow a business
April 16, 2021

Gaming SSP

Gabriela Band | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
We are using AppLovin to run app installs and app retargeting performance campaigns worldwide. It is done mainly by the ad operations team but there a lot of cross support teams that interact with AppLovin as well. They provide us with mobile in-app inventory and we judge its performance and decide to allocate a campaign's budget based on that.
  • Vast supply across gaming inventory.
  • Engaging formats and lots of video inventory.
  • Great performance for most verticals.
  • Their support is very slow.
  • Inventory prices can be a bit high.
  • They need better anti-fraud controls.
AppLovin is specifically suited for branding and performance campaigns as well. Their formats are traditionally video and display interstitials meaning there are opportunities to impact the user on a placement that will get its attention. The only thing you need to be mindful about is pricing. AppLovin is not a cheap exchange nor do they pretend to be, so you need to make sure you bid aggressively.
  • We have seen good CPAs, increasing budgets and improving ROI.
  • We have bid aggressively in most cases reducing our margin.
  • Overall positive impact by allowing us to reach more users.
AppLovin has focused and put resources into the gaming vertical. They have found a niche space where they can dominate the marken and they have been investing in it to become the market leaders. Contrary to other ad tech players that want to be in every market, they have focused and specialized on a given vertical and it is providing good results.
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.
Score 7 out of 10
Vetted Review
Verified User
AppLovin is used on the organization to increase our programmatic reach. We can buy from them directly on a managed basis or use them directly as an exchange connected to our DSP. It has provided great results with CTRs that are above industry standards. They are laser focused in terms of their priorities and have a great amount of publishers, specifically in the USA.
  • Very good quality. Their CTRs are above average.
  • Great support team, very personable and helpful
  • Exclusive publishers, mostly on the gaming category
  • They should provide more detail in their reporting tools
  • As a DSP, they could handle QPS better thus lowering the infrastructure costs for the DSP.
  • They could expand their international inventory offering
AppLovin works great for campaigns that are focused on performance. Their CTRs are really good since they have high impact formats, like interstitials and video, which makes for great CPAs. They are great for the US market, but they should expand their presence in the rest of the world where we can get better coverage on other SSPs.
  • It has helped us reach our CPAs, so the impact has been very helpful.
  • It has had high ROI by increasing the amount of publishers we are using on each campaign.
  • Also, it allowed us to reach more users for our retargeting campaign, thus improving our revenue.
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.
Their team is very knowledgeable and kind. They are always eager to help and very fast to assist you with requests. I have gotten lengthy answers for some questions I had about the platform every time I encountered an issue. I have only praises for them and recommend them to any potential partner.
AppLovin is more focused on high impact formats instead of other exchanges that are more focused on banners and standard sizes. Also, their fraud controls are much more strict, which is a great advantage.
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