Yesterday we noted the issues in the mobile web, how advertising is almost useless now. Here's the other side of that, Mobile App advertising is HUGE.
 

Alex Li of AppLovin: The Maverick Who’s Redefining Mobile App Advertising

Mobile app advertising: the wild frontier where brands hope to strike gold, but most end up with fool’s gold instead. Enter Alex Li, Senior Director of Global Non-Gaming at AppLovin, who’s part evangelist, part scientist, and part traffic cop for the sprawling, frenetic, and oh-so-untamed world of in-app advertising. If this sounds dramatic, it’s because it is. Advertising in mobile apps isn’t just the cousin of digital advertising; it’s the rebellious teenager, staying out late, making questionable choices, but somehow always landing on its feet.

AppLovin, meanwhile, isn’t some scrappy startup trying to make its mark. It’s the cool kid who’s been to this rodeo before—deploying AI, leveraging massive app networks, and sipping its latte while competitors scramble to figure out how to make mobile app advertising actually work. With Alex as the face of its global non-gaming arm, AppLovin is proving that in-app ads aren’t just the future; they’re the present.

Brand Safety: Not Just a Buzzword—It’s a Survival Tactic

When it comes to mobile app advertising, "brand safety" can feel like a vague, almost mythical promise. The internet is a chaotic soup of memes, misinformation, and user-generated content (UGC) disasters waiting to happen. So how does AppLovin—and by extension, Alex Li—offer brands peace of mind?

First, let’s talk ecosystem. AppLovin doesn’t just throw brands into the shark tank and hope they survive. With over 150,000 apps in its network and a reach that would make a social media manager swoon, AppLovin meticulously vets every app to ensure it’s as squeaky clean as a newly launched Disney+ series. No doom-scrolling, no awkward ad placements, and certainly no risk of your product being hawked next to conspiracy theories or questionable “life hacks.”

But the real magic comes from their AI. Think of it as the Gandalf of ad placement—it knows exactly where to send ads for maximum impact while avoiding reputational pitfalls. Unlike platforms that rely on UGC-heavy environments where anything could pop up (and we mean anything), AppLovin’s ecosystem is a fortress. It’s as if they’ve built an ad utopia, where your brand message gets the red-carpet treatment.

The Unicorn Hunt: Is 100% Brand Safety Even Possible?

Let’s be real: achieving 100% brand safety is like trying to find a unicorn that also happens to be fluent in Python and available for your next marketing meeting. Yet, AppLovin gets as close as humanly—or algorithmically—possible. When Alex talks about brand safety, he does so with the clarity of someone who knows it’s not just a checkbox; it’s the bedrock of trust in mobile advertising.

The truth? Perfection is a moving target. AppLovin’s AI constantly analyzes, learns, and adapts to new threats in real-time, making it more Hercules than unicorn. When asked whether 100% is attainable, Alex admits, “We’re not delusional—but we’re close.” And that’s the kind of humility you want from someone managing billions of impressions every day.

Why Mobile App Advertising Isn’t Just Social Media’s Little Brother

Mobile apps are no longer just for gaming. They’re for working out, editing photos, managing finances, and yes, even meditating. Yet, for years, mobile app advertising has been treated as social media’s awkward little sibling—left to fight for scraps while Facebook and Google dominated the ad budgets. Alex Li is here to change that narrative.

Let’s break it down: people don’t just spend time in apps; they live there. Whether it’s paying bills, scrolling recipes, or monitoring sleep patterns, apps are where consumers are most engaged. And yet, many brands are stuck funneling their dollars into crowded, noisy social feeds. Why? Because social platforms have done an excellent job of making marketers think that’s where the action is. Spoiler alert: it’s not.

AppLovin’s secret sauce is educating brands about the untapped potential of in-app advertising. “It’s not about replacing social media,” Alex explains, “it’s about diversifying.” Picture this: while everyone’s clamoring for the last scraps of ad space on Instagram, AppLovin is guiding brands to environments where their messages actually stand out. It’s like choosing the indie coffee shop over the Starbucks drive-thru—better experience, better results.

The AI Factor: Loki or Gandalf?

AI is the buzzword of the century, but for mobile app advertising, it’s less about robots taking over and more about robots doing the dirty work. AppLovin’s AI is like a master chess player, mapping out every possible move to deliver ads where they’ll resonate most. And no, it’s not Skynet. It’s more like a digital consigliere, advising brands on how to maximize engagement without burning their budgets.

The real beauty of AppLovin’s AI lies in its ability to test at scale. Forget A/B testing. We’re talking A-to-Z testing—creative formats, audience segmentation, and placement strategies all optimized at lightning speed. Alex is quick to note that while AI is a game-changer, it’s not here to replace the human touch. “It’s about making creativity frictionless, not soulless,” he says, channeling his inner philosopher.

Diversification: The Spice Rack of Marketing

If mobile app advertising were a meal, diversification would be the sriracha. It’s the ingredient that makes everything pop. Yet, most brands are stuck sprinkling salt and pepper, aka social and search, over everything. Alex is on a mission to get marketers to embrace the whole spice rack.

Diversification isn’t just about throwing money at every new channel that pops up; it’s about strategic experimentation. AppLovin’s playbook involves showing brands that mobile apps are a goldmine of attention—places where users aren’t just scrolling but actively engaging. Whether it’s playable ads for games or interactive experiences for fintech apps, AppLovin creates ad formats that feel less like ads and more like invitations to participate.

The Future of Mobile App Advertising: A Renaissance or an Echo Chamber?

Looking ahead, Alex sees mobile apps as the central stage for advertising innovation. With AR, AI, and even wearable tech on the horizon, the possibilities are endless. But there’s a caveat: brands will need to embrace transparency and collaboration to make the most of these technologies. As Alex puts it, “You can’t just show up; you have to show up well.”

AI will undoubtedly play a starring role, not as a dark overlord but as a partner in creativity. Imagine ad campaigns that are so seamless, they feel like an organic part of the app experience. That’s the holy grail—and it’s closer than you think.

Final Thoughts: Why Alex Li is the Leader We Need in Mobile App Advertising

At its core, Alex Li’s philosophy is about making advertising better for everyone—brands, consumers, and the apps themselves. Whether he’s championing brand safety, evangelizing the untapped potential of mobile apps, or navigating the delicate balance between AI and human creativity, Alex is redefining what’s possible in this space.

And if you’re still pouring all your ad dollars into the social media duopoly, consider this your wake-up call. Mobile app advertising isn’t the future; it’s happening now. And thanks to leaders like Alex, it’s only getting better.

Stay bold, stay curious, and never settle for the ordinary.

Watch the full interview below, sorry for the audio quality, there was a file corruption. We will be working on an audio only version for next week.