I recently spoke with The Information for a feature titled “How Applovin Scared Google”. It examines how one of the most aggressive ad tech players successfully challenged Google in the Mobile ad monetization and user acquisition space.

The article dives into:

• How Google’s growth in app install ads slowed as Applovin gained ground
• Google reversed its privacy policy to allow IP tracking again
• How Applovin got publishers to switch to MAX mediation from competing platforms
• How MAX’s growth surged after acquiring MoPub and consolidated supply

One point I touched on was how MoPub’s shutdown shifted the balance in mobile mediation:

“With the acquisition of MoPub, Applovin got a lot more market share. Before then, it was quite an even distribution between MoPub, Google, Applovin and IronSource.”

Based on my experience working with publishers that generate between $10,000 and $350,000 per day in ad revenue, this shift has occurred rapidly. Many developers have migrated to MAX in pursuit of improved performance and enhanced tools.

The article also covers how Google is trying to catch up with new product tiers, delayed ad end cards, and other incentives for top publishers.

Here’s a link to the full article if you want to read it all.

💰Great Content 💰

The latest edition of Game Review Radar is out. This is the segment where we revisit all the mobile games we reviewed on 2.5 Gamers over the last quarter to see how they’re performing. The top three performers from the latest cohort are:

• Dark War Survival: When we first covered it, the game was generating $300,000 a day. It has since grown to an average of $800,000 daily, occasionally peaking at $1 million per day.
• Block Blast: This title has reached record levels, now boasting over 15 million active users.
• Block Jam 3D: Revenue has skyrocketed from $30,000 a day to $450,000, plus an additional 60 percent from ad revenue, pushing total daily earnings to at least $700,000. The game has generated between $110 million and $120 million to date and is currently generating over 100,000 daily downloads.