Soon the real fight begins.

Can the Apex Predator hold its ground?

𝗔𝗽𝗽𝗟𝗼𝘃𝗶𝗻 𝗼𝘄𝗻𝘀 𝘁𝗵𝗲 𝗶𝗻-𝗮𝗽𝗽 𝗲𝗰𝗼𝘀𝘆𝘀𝘁𝗲𝗺.
MAX mediates the majority of mobile game impressions.
AXON trains on firehose-level first-party data.

But for the first time in years, real challengers are closing in.

Unity’s Vector is quietly stacking wins.
It’s still early, but the trajectory is clear.

Meta is back on iOS with probabilistic attribution (AMM), giving advertisers clear ROAS for the first time since 2021.
Google’s version, ICM, is coming next.

𝗧𝗵𝗮𝘁’𝘀 𝗻𝗲𝘄 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻, 𝗮𝗿𝗺𝗲𝗱 𝘄𝗶𝘁𝗵 𝗳𝗿𝗲𝘀𝗵 𝘀𝗶𝗴𝗻𝗮𝗹, 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝘁𝘄𝗼 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗮𝗱 𝗻𝗲𝘁𝘄𝗼𝗿𝗸𝘀 𝗼𝗻 𝗲𝗮𝗿𝘁𝗵.

The question isn’t whether they’ll take share.
It’s whether AppLovin’s structural advantages in auction control, data scale, and mediation lock-in are enough to hold them off.

𝗧𝗵𝗲𝘆 𝗱𝗼𝗻’𝘁 𝗼𝘄𝗻 𝘁𝗵𝗲𝗶𝗿 𝗶𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆.
𝗧𝗵𝗲𝘆 𝗷𝘂𝘀𝘁 𝗵𝗮𝘃𝗲 𝘁𝗵𝗲 𝗹𝗲𝘃𝗲𝗿𝗮𝗴𝗲.
And all Unity, Meta, or Google need is to outbid them by 1%… to win 100% of that impression.

That’s the loop that put AppLovin at the top of the food chain.
In in-app ads, outbidding by 1% or 50% creates the same binary outcome.

𝗦𝗼𝗼𝗻 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹 𝗳𝗶𝗴𝗵𝘁 𝗯𝗲𝗴𝗶𝗻𝘀
𝗔𝗻𝗱 𝘄𝗲 𝗳𝗶𝗻𝗱 𝗼𝘂𝘁 𝗶𝗳 𝘁𝗵𝗲 𝗔𝗽𝗲𝘅 𝗣𝗿𝗲𝗱𝗮𝘁𝗼𝗿 𝗰𝗮𝗻 𝘀𝘁𝗶𝗹𝗹 𝗵𝘂𝗻𝘁.