AppLovin expands advertising reach beyond mobile gaming

AppLovin is expanding its advertising business beyond mobile gaming to target broader consumer advertising budgets. The company is evolving its ecommerce initiatives into a consumer advertising segment aimed at brands and apps across multiple categories, seeking to compete with major platforms like Google, Meta, and Amazon.

In the second quarter of 2026, AppLovin reported $1.924 billion in revenue, representing a 53% year-over-year increase. Net income rose 55% to $1.267 billion, and adjusted EBITDA grew 58% to $1.614 billion. CEO Adam Foroughi noted that while the quarter landed toward the lower end of previous guidance, the results were influenced by the timing of improvements to the company’s AI models rather than a slowdown in advertiser demand.

In comparison, SoundHound AI is experiencing rapid top-line growth from a smaller base, focusing on customized voice technology tools. While SoundHound AI reported revenue of $61.9 million for Q2 2026, it recorded a net income margin of negative 69% for the same period.