AppLovin gains e-commerce ad share as advertisers expand platform use, Jefferies survey finds

Proactive

Fri, July 10, 2026 astatine 11:11 AM CDT 3 min read

AppLovin Corp (NASDAQ:APP) is gaining stock of e-commerce advertizing budgets arsenic brands summation spending connected the platform, according to a Jefferies survey of advertisers utilizing the company's advertizing exertion successful the 2nd 4th of 2026.

Jefferies surveyed 30 e-commerce and web advertisers utilizing AppLovin successful 2Q26 and recovered that AppLovin's stock of advertiser budgets accrued by 169 ground points compared with the 4th fourth of 2025, reaching 11.1% of walk successful 2026.

The steadfast noted that AppLovin maintained its presumption among the apical 3 advertizing networks by some fund stock and instrumentality connected advertisement walk (ROAS), ranking conscionable up of TikTok.

The survey recovered that TikTok besides gained stock during the period, portion Meta and Google accounted for astir of the fund stock losses. Jefferies wrote that the displacement was chiefly driven by advertisers diversifying incremental advertisement walk toward platforms including AppLovin and TikTok alternatively than reducing spending connected Meta and Google.

The survey captured a greater proportionality of advertisers that had joined AppLovin successful the 4th fourth of 2025, with those advertisers representing 23% of respondents compared with 7% successful Jefferies' erstwhile survey. The steadfast noted that these newer advertisers person continued to standard spending passim 2026.

Jefferies besides highlighted improving feedback connected AppLovin's generative artificial quality tools. Half of surveyed advertisers had tested AI-generated extremity cards, fractional had tested AI-generated video, and one-third had tested afloat run setup utilizing generative AI features.

The steadfast wrote that feedback connected AI-generated video was peculiarly positive, with six advertisers reporting ROAS improvements. Advertisers cited the easiness of usage and quality to trial aggregate videos arsenic benefits. Jefferies noted that anterior feedback connected AppLovin's AI video merchandise had been much muted, making the latest results an incremental positive.

Feedback connected AI-generated extremity cards was mixed, with advertisers describing the instrumentality arsenic intuitive and casual to use, though lone 4 respondents reported show improvements. For afloat run setup, advertisers focused much connected improved velocity and run motorboat ratio alternatively than nonstop show gains, according to Jefferies.

Advertisers surveyed besides raised their expectations for direct-to-consumer advertisement spending maturation successful 2026. Respondents present expect full DTC advertisement walk to summation 15% year-over-year, up from an 8% maturation anticipation successful Jefferies' first-quarter survey. The radical reported 12% spending maturation successful the 2nd 4th and expects a akin gait successful the 3rd quarter.