{"id":5236,"date":"2025-05-18T18:33:59","date_gmt":"2025-05-18T08:33:59","guid":{"rendered":"https:\/\/murrayslatter.me\/?p=5236"},"modified":"2025-05-18T18:34:16","modified_gmt":"2025-05-18T08:34:16","slug":"what-i-am-investing-in-and-why-applovin-nasdaq-app","status":"publish","type":"post","link":"https:\/\/murrayslatter.me\/?p=5236","title":{"rendered":"What I Am Investing In and Why: AppLovin (NASDAQ: APP)"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">1. How I Discovered AppLovin<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">I first came across <strong>AppLovin<\/strong> through a <strong>Motley Fool podcast<\/strong>, where they were reviewing the company\u2019s earnings call and unpacking the performance of its advertising technology platform. Given my background in <strong>commercial television<\/strong>, I\u2019ve spent years on the inside of the media monetization engine\u2014so I understood immediately what AppLovin was trying to build.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the time, I had already taken positions in both <strong>The Trade Desk<\/strong> and <strong>Google<\/strong>\u2014two businesses I view as foundational pillars in the evolution of modern advertising. But AppLovin offered something distinct: <strong>a vertically integrated monetization engine<\/strong> with exposure not just to programmatic ad demand, but to the entire mobile and connected TV (CTV) stack\u2014down to the game publisher and app developer layer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That intrigued me.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. The Spark: The Full Stack Advantage<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">AppLovin operates through two synergistic segments:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Advertising<\/strong>: Their real-time bidding exchange, <strong>AppDiscovery<\/strong>, and in-app monetization platform, <strong>MAX<\/strong>, drive optimization for app publishers and advertisers alike.<\/li>\n\n\n\n<li><strong>Apps<\/strong>: A portfolio of owned mobile games, plus a connected TV arm (<strong>Wurl<\/strong>), which collectively gives them <strong>proprietary first-party data and monetizable inventory<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">In a world where digital advertising is becoming increasingly performance-driven, and <strong>privacy restrictions are forcing advertisers to move closer to first-party data<\/strong>, AppLovin\u2019s model stands out. They control:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Supply (via games and apps)<\/li>\n\n\n\n<li>Demand (via ad exchange and DSP)<\/li>\n\n\n\n<li>Optimization (via MAX, Adjust, and SparkLabs)<\/li>\n\n\n\n<li>Measurement (via Adjust and analytics infrastructure)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a modern <strong>media monetization flywheel<\/strong>, executed in real-time, across billions of devices.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. My Investment Process<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In <strong>2024<\/strong>, I took an initial <strong>0.5% position<\/strong> in AppLovin\u2014what I call a <strong>\u201cget to know the business\u201d stake<\/strong>. From there, I began regular research, comparing their financials, customer base, and tech evolution to peers like The Trade Desk and Google.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019ve studied the company\u2019s positioning within mobile advertising, in-app bidding, and increasingly in <strong>connected TV (CTV)<\/strong>\u2014an area I believe is in early innings of explosive growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What I\u2019ve found so far confirms my instincts: <strong>AppLovin is a quietly powerful disruptor<\/strong>, with best-in-class tools, high-margin software infrastructure, and an increasingly defensible moat in app monetization.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Why AppLovin Over Other AdTechs?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">While The Trade Desk dominates in open-web programmatic and Google remains a search and YouTube juggernaut, <strong>AppLovin is the category king in the gaming and app monetization stack<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It competes by owning the supply and monetization mechanics\u2014not just reselling impressions. Their <strong>MAX platform<\/strong> is the de facto bidding layer for many mobile developers. Their <strong>Adjust tool<\/strong> is one of the most widely used attribution and analytics platforms. Their <strong>AppLovin Exchange<\/strong> connects this all into a unified RTB ecosystem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This vertical integration reminds me of what Netflix is to streaming: owning distribution, monetization, and consumer experience\u2014just for ads, not shows.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Role in My Portfolio<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">AppLovin currently lives in my <strong>G3 Fund \u2013 Transformational Technology<\/strong>, where I make smaller, high-conviction bets on companies showing outsized potential for long-term exponential growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So far, the stock has been <strong>highly successful<\/strong>, with strong appreciation since my initial buy. But more importantly, it is showing signs of structural strength\u2014operating leverage, improved margins, and expanding ARR across tools like MAX, Adjust, and Wurl.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is one I\u2019m watching carefully to scale further.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Business Model &amp; Moat<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">AppLovin\u2019s moat is multi-layered:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Deep integration with mobile developers<\/strong> through MAX and Adjust<\/li>\n\n\n\n<li><strong>Rich first-party data<\/strong> through app ownership<\/li>\n\n\n\n<li><strong>High switching costs<\/strong> for monetization infrastructure<\/li>\n\n\n\n<li>A growing presence in <strong>CTV<\/strong>, a secular growth trend<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Their ability to monetize owned inventory and third-party inventory simultaneously is rare. It also gives them <strong>better unit economics<\/strong> than most competitors.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Total Addressable Market (TAM)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">AppLovin sits at the crossroads of three high-growth markets:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>Vertical<\/strong><\/th><th><strong>TAM Estimate<\/strong><\/th><th><strong>AppLovin Positioning<\/strong><\/th><\/tr><\/thead><tbody><tr><td>Mobile App Monetization<\/td><td>$100+ billion<\/td><td>Market leader in in-app bidding<\/td><\/tr><tr><td>Mobile Attribution &amp; Analytics<\/td><td>$10\u201315 billion<\/td><td>Strong foothold via Adjust<\/td><\/tr><tr><td>Connected TV (CTV) Programmatic<\/td><td>$50\u201380 billion<\/td><td>Emerging player via Wurl<\/td><\/tr><tr><td>Mobile Gaming (Owned IP)<\/td><td>$50 billion+<\/td><td>Proprietary asset base, not just distribution<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Collectively, AppLovin\u2019s <strong>platform TAM exceeds $200 billion<\/strong>, and their integrated position allows them to extract greater margin per dollar of ad spend.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8. What I\u2019m Watching<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Going forward, I\u2019m tracking:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Growth in <strong>platform software revenue vs. legacy apps<\/strong><\/li>\n\n\n\n<li>Margin expansion and capital-light scalability<\/li>\n\n\n\n<li>Penetration in <strong>CTV ad infrastructure<\/strong><\/li>\n\n\n\n<li>Evolution of privacy regulations and their impact on IDFA\/GAID<\/li>\n\n\n\n<li>How effectively AppLovin transitions from \u201cad tech\u201d to <strong>monetization infrastructure provider<\/strong><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">9. What Would Break My Thesis<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Risks I\u2019m mindful of include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Regulatory changes (especially around app store access and mobile tracking)<\/li>\n\n\n\n<li>Competitive response from Google, Unity, or ironSource<\/li>\n\n\n\n<li>Overdependence on mobile gaming if diversification stalls<\/li>\n\n\n\n<li>Platform policy changes from Apple or Google that cut access to key signals<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">That said, AppLovin has proven adaptable\u2014responding swiftly to privacy headwinds and shifting monetization models when needed.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Final Reflection<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">AppLovin is one of the rare companies I believe is <strong>undervalued because it\u2019s misunderstood<\/strong>. It doesn\u2019t fit neatly into the \u201cadtech\u201d or \u201cgaming\u201d categories\u2014because it straddles both, and uses that positioning to build something more robust.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If my children ask one day why I invested in this little-known company with a strange name, I\u2019ll say: <em>\u201cBecause they didn\u2019t just run ads\u2014they built the monetization engine behind the world\u2019s fastest-growing digital experiences.\u201d<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>1. How I Discovered AppLovin I first came across AppLovin through a Motley Fool podcast, where they were reviewing the company\u2019s earnings call and unpacking the performance of its advertising technology platform. Given my background in commercial television, I\u2019ve spent [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5237,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[11,1],"tags":[],"class_list":["post-5236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investing","category-uncategorized","clearfix"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What I Am Investing In and Why: AppLovin (NASDAQ: APP) - Murray Slatter<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/murrayslatter.me\/?p=5236\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What I Am Investing In and Why: AppLovin (NASDAQ: APP) - Murray Slatter\" \/>\n<meta property=\"og:description\" content=\"1. 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The genius of Google wasn\u2019t just that it ranked web pages. 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