Cost-per-purchaser and lead campaigns

Advertisers can buy AppLovin Ads by cost per purchaser, aimed at subscription brands and similar businesses, or by lead, where the advertiser sets a value per lead. Lead campaigns target categories such as auto and health insurance and home services. Return on ad spend remains the main model for revenue-focused advertisers such as games and online shops.

Why it matters to the stock. These models open AppLovin Ads to advertisers outside games and e-commerce, which is the main way the advertiser base can widen.