AppLovin was trading for about $451 at the start of their earnings, the company’s stock dropped to $423 20 minutes after earnings started, and is now trading for about $430.
Here’s the first call during earnings that led to significant trading volatility.
Deutsche Bank AG, Research Division
Great. My first question is on the e-commerce opportunity. So could you perhaps sort of reflect on the self-service launch or some of the key learnings? What worked? What didn’t word the room for improvement? And to the extent possible, it would be great if you could to share or quantify the e-commerce contribution to revenue or gross ad spend this quarter and in the guide? And then I have a quick follow-up.
Chief Executive Officer
Yes. So the e-commerce business obviously has been live with us for 1.5 years. It’s doing really well. In Q4, we opened up the self-service platform referral only. So we’re not at the point yet where we’re sort of a GA type launch. We’ll get there. We said first half of this year, that’s still on track. What gets us excited are a couple of things.
One is the current customers that had lapped Q4 2025, saw material increases in spend as our models just keep getting better. Now remember this business and the model around this business that drives the value for the advertisers is really in its infancy. It takes us a while to continuously iterate to improve the model. In fact, just a few weeks ago, we had a pretty sizable uplift.
So those same customers from the prior year cohorts saw big growth. then you ended up with new customers coming in from the referral program. I mentioned on the last earnings call, we were seeing substantial growth there. We’re not going to see anything that’s going to impact our overall numbers for a while, but we’re seeing great trends. And I’ll talk about advertising leading advertisers into our platform later on the call, but we’re just seeing numbers that get us excited. On the breaking out e-commerce, we’re not going to do that because we think of our platform as a unified platform. Let’s say, tomorrow, the engineering team improves the gaming model 50%. Well, e-commerce would go down, but the business would be ripping.
That wouldn’t mean that there’s anything wrong with our platform. Fundamentally, auction, but getting more diversity will give the model more ways to serve the end consumer and should drive up our overall conversion rate. But we think if we start talking about verticals in a marketplace like ours, you start getting really misleading information that we’ll throw investors off.
Deutsche Bank AG, Research Division
Great. I guess. And then sort of my second question is sort of the past — you mentioned the conversion uplift your partners could see if they have the ability to not only optimize for the best performing creators, but also sort of really scale and automate the creation of these video assets. So I guess with that backdrop, how far along the automation curve are we now and where it would be in the next, call it, 12 to 18 months?
Chief Executive Officer
Yes, great question. We’re still pretty early. I pulled some numbers earlier just to compare where e-commerce companies are when they upload ads and how many they upload to our platform versus the gaming companies that have really had a decade plus to optimize for a platform. top gaming companies run tens of thousands of ads at any given time. the top e-commerce companies are in the hundreds. So you’ve got a huge discrepancy here. And if you throw more ads at our system, the model does much better. That’s just a fact.
It gets the chance to diversify what the end user sees and try to find something that’s going to eventually convert that user. Now how do we bridge the gap is twofold. One is the customers have to get more accustomed to our platform to know what types of creatives work so that they can build up production around the things that work and multiply out the count. More importantly, though, generative AI tools to build creatives in a really low-cost way in an automated way is on the way.
We already have in a pilot with over 100 customers, generative AI-based tools for 1 part of the ad unit. Our ads are video plus then an interactive page and then follow-up of a shop preview dynamic product page. But that middle one, the interactive page is not something that these advertisers are accustomed to building because they don’t need them on social or search. We’re now generating those automatically for over 100 customers.
We’ll roll that out soon as it’s showing good performance to the broader set of customers. And shortly, we’re going to have the video model go live as well. We’re going to run the same pilot process. We’re going to make sure the video output looks good.
But if we get to a place where the video model can help these customers create new video ads in bulk in cost of dollars versus cost of thousands of dollars, we expect the count of ads for these new customers on our platform is going to go up a lot and that will make them more competitive against the gaming customers that are on our platform.