AppLovin

AppLovin does not set list prices in the classical sense; it operates auctions and ROI‑targeted campaigns. Pricing power therefore shows up as take‑rate and monetization efficiency. In 2025 the company grew net revenue per install by 72 percent, implying it captured more value per unit of demand without commensurate customer loss.

AXON Ads Manager charges dynamically based on campaign goals rather than fixed CPM/CPI, and MAX’s competitive, unbiased auction increases yield for publishers while sustaining advertiser ROAS. These mechanics, together with a growing non‑gaming mix (e‑commerce/web), support latent pricing leverage.

That said, auction marketplaces face ceiling effects and competitive pressure from Google/Unity and others, so we cap the score at 80 pending proof of multi‑year pricing expansion outside gaming.