AppLovin gains e-commerce ad share as brands boost spending, outpacing TikTok and challenging Meta and Google.

AppLovin increased its share of e-commerce advertising budgets to 11.1% in Q2 2026, up 169 basis points from late 2025, according to a Jefferies survey of 30 advertisers. The platform ranks among the top three advertising networks by budget share and return on ad spend, slightly ahead of TikTok. Growth is driven by advertisers diversifying incremental spending rather than cutting budgets at Meta and Google. Positive feedback on AppLovin's generative AI tools, especially AI-generated video, is helping improve ad performance. Advertisers also raised their expectations for direct-to-consumer ad spending growth to 15% in 2026, up from 8% earlier. AppLovin's prospecting and discovery campaigns showed stronger results, with more advertisers reporting increased new customer revenue.