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Monday, October 12, 2026

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Fred Liu on X

On Applovin Ecommerce Ads $APP. (From Ecommerce Playbook podcast 3 weeks ago.) ** "So a couple things, number one: it turned out to be the third, the third largest investment out of all the channels that we, that we run for our clients over that period [Black Friday], which is wild. And that the new kid on the block popped up into the third spot... like bucked the trend. There’s no doubt in my mind that we’re going to see material, like orders of magnitude and investment into this channel for, for our clients in, in 2026 on Black Friday, Cyber Monday, the holiday. So my prediction, one last point on Black Friday: third largest investment channel, but still a relatively small portion of the whole for the weekend, a little less than 5%. So, but my prediction for this coming year in 2026 is that Applovin is going to be 15 percent, 20 percent of the total investment in Black Friday and Cyber Monday. And the indication, like the reason why, is because number one, we can deploy a lot of media dollars really fast because there’s so many impressions available, and number two, it’s performing. So the media dollars actually flowed into Applovin towards the end of that period, which is an incredible signal. So the AppLovin trend was peak, not peak on Friday, high levels on Friday, down a little bit on Monday, Tuesday, the peak was actually on Monday. I remember, you know, when this conversation first started with more than a year ago, October, right, 2024, the initial conversation was like what if this could be the third platform and some of our, as these sort of incrementality tests went through that sort of just seemed to be coming to fruition. And I would figure out like how am I going to make, if I was running an e-com brand, I would, I would say to myself, how am I going to, how am I going to make this 20% of my media investment this year? I was trying to explore in YouTube, my, my third bet would absolutely, absolutely be on AppLovin. I think what we’re saying here is like that’s happening basically is the Applovin ads is the third platform now. And so it’s time to get on." https://t.co/PBUOSe899T

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