Commercial Shifts in Mobile Recommendation Algorithms
Discussing how upgraded mobile recommendation algorithms unlock new commercial value and monetization models.
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Sep 26, 2026
Sep 20, 2026
- Adam Foroughi AppLovin sits on a mobile-gaming ad market Foroughi sizes at roughly $50B a year — “it was not very long ago that social was a $50 billion opportunity.” Over a billion adults play casual mobile games daily; AppLovin disclosed $11B of annual ad spend on its own platform nearly two years ago, …
- The re-rating catalyst was ML 1.0 → ML 2.0: swapping a regression model for a deep-learning ad model launched in April 2023. Because the model improved advertiser performance and let customers scale, the company grew quickly; investors took notice when Foroughi …
- Foroughi’s ad-market split is the key framework for the OpenAI-ads debate: LLM advertising “is almost going to exclusively compete with the Google Search business,” while discovery advertising creates net economic expansion. Bottom-of-funnel transactions would have happened anyway; showing a consumer something “they had no idea existed” is what powers Meta’s …
- On surveillance, he says he does not think advertising companies can track location, says AppLovin does not track it, and calls parsing microphone audio for ads unrealistic. He attributes many seemingly uncanny ads to trackable actions people forget. On agents, he sees them fitting repeat behaviors such as …