AppLovin rebrands ad platform as Axon, targets e-commerce growth

AppLovin has rebranded its consumer-facing advertising business as Axon, shifting its focus from gaming toward e-commerce and web advertising. The move also introduces the Axon Ads Manager, a self-serve platform that will initially operate on a referral-only basis.

Founded in 2012 as a gaming app discovery platform, AppLovin transitioned into mobile ad technology after divesting its gaming portfolio earlier this year. The company, which recently joined the S&P 500 index, reported a 77% year-over-year revenue increase in the second quarter of 2025, with advertising now driving most of its growth.

AppLovin’s AI engine, also branded as Axon, evaluates ad impressions in real time, using third-party attribution to optimize campaigns against return goals. The company says it now reaches more than 1.4 billion daily active users worldwide, including 150 million in the U.S.

After years of building its presence in mobile gaming, AppLovin expanded into e-commerce in 2024. Hundreds of advertisers have since joined, and the company reported that its e-commerce advertising business reached a billion-dollar run rate earlier this year.

As of October 1, existing advertisers began receiving invite codes to bring new brands onto the platform. Each referred advertiser will receive $5,000 in ad credit after spending an equivalent amount within 60 days. Current campaigns will continue, but new access remains limited until a broader rollout expected in 2026.

The launch coincides with the peak holiday shopping season, with AppLovin positioning Axon as an alternative to entrenched players like Meta and Google. “Black Friday, Cyber Monday, holiday spending is like something we’ve never seen before,” said Rafael Vivas, AppLovin’s vice president of growth marketing. “That was the catalyst for us wanting to launch self-serve by this point.”

Brands including Rhoback and Paleovalley have already scaled their ad spend on Axon, citing strong performance metrics and audience expansion. Some enterprise advertisers, such as Ashley Furniture, have also joined the platform, with reports of six-figure daily spending.

However, advertisers have noted areas for improvement, particularly around targeting options and campaign flexibility. Some brands expressed concerns about the lack of exclusions for past purchasers, a feature considered critical for customer acquisition efficiency.