The biggest In-App-Ad battle of 2026?

The biggest In-App-Ad battle of 2026?
𝗠𝗲𝘁𝗮 & 𝗚𝗼𝗼𝗴𝗹𝗲 𝘃𝘀 𝗔𝗽𝗽𝗟𝗼𝘃𝗶𝗻 𝗼𝗻 𝗶𝗢𝗦.

The Duopoly have been locked out of iOS for years.
They went all in on SKAdNetwork, but probabilistic attribution won out.
Now they’re playing catch up.

𝗧𝗵𝗲 𝗶𝗺𝗽𝗮𝗰𝘁 𝗶𝘀 𝗵𝘂𝗴𝗲:
🔹 More demand in auctions = higher CPMs.
🔹 Better ad quality = less player churn.

Publishers and players both win, but they’re not live yet.
𝗔𝗻𝗱 𝗔𝗽𝗽𝗟𝗼𝘃𝗶𝗻 𝗶𝘀 𝘁𝗮𝗸𝗶𝗻𝗴 𝗮𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲.

AppLovin has captured disproportionate share on iOS. Nearly double their Android footprint.
Meta and Google’s e-commerce advertisers can’t spend effectively on iOS yet, so AppLovin has offered them a solution that works today.

𝗜𝗳 𝗚𝗼𝗼𝗴𝗹𝗲 𝗮𝗻𝗱 𝗠𝗲𝘁𝗮 𝗱𝗼𝗻’𝘁 𝗺𝗼𝘃𝗲 𝗾𝘂𝗶𝗰𝗸𝗹𝘆, 𝘁𝗵𝗲𝘆’𝗹𝗹 𝗵𝗮𝘃𝗲 𝗮𝗻 𝗲𝗻𝘁𝗿𝗲𝗻𝗰𝗵𝗲𝗱 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝗼𝗻 𝘁𝗵𝗲𝗶𝗿 𝗵𝗮𝗻𝗱𝘀.

Google in particular has been handing AppLovin share.
Probabilistic attribution is just now entering open beta.
Their ban on multi-call has been an own goal, gifting impressions directly to AppLovin.

Meta’s probabilistic solution has been a game changer, but only for when buying on their Instagram & Facebook.
Audience Network is still left waiting.

AppLovin isn’t waiting for permission.
They’re building a moat while the Meta and Google debate the blueprint.

Each passing quarter gives AppLovin more data, more relationships, and more proof points. Momentum becomes harder to reverse.

𝗧𝗵𝗲 𝘄𝗶𝗻𝗱𝗼𝘄 𝗳𝗼𝗿 𝗮 𝗰𝗹𝗲𝗮𝗻 𝘄𝗶𝗻 𝗶𝘀 𝗰𝗹𝗼𝘀𝗶𝗻𝗴, 𝗮𝗻𝗱 𝗔𝗽𝗽𝗟𝗼𝘃𝗶𝗻 𝘄𝗮𝗻𝘁𝘀 𝘁𝗼 𝗹𝗼𝗰𝗸 𝘁𝗵𝗲 𝗱𝗼𝗼𝗿.