Note: Acquisition Update
Vungle was acquired by Digital Turbine in 2021 and later by Liftoff in 2024. While they continue to operate, expect ongoing integration changes. This comparison reflects their current distinct capabilities.
Overview
AppLovin and Vungle are major programmatic mobile ad platforms, both strong in video advertising and gaming. AppLovin has grown into a larger ecosystem with MAX mediation and game studios, while Vungle focuses on video ad technology and creative optimization.
Platform Comparison
| Feature | AppLovin | Vungle |
|---|---|---|
| Scale | Very Large Winner | Large |
| Algorithm (ML) | AXON 2.0 Winner | Good |
| Video Quality | Excellent | Excellent |
| Playable Ads | SparkLabs | Vungle Creative Labs |
| Mediation | MAX Winner | Via Liftoff |
| Gaming Focus | Very Strong | Very Strong |
| Self-Serve | Yes | Limited |
| Non-Gaming | Growing | Growing |
AppLovin Strengths
- AXON 2.0 algorithm: Advanced ML for targeting and bidding
- MAX mediation: Integrated mediation platform
- Scale: Massive global reach across formats
- Self-serve: Easy-to-use campaign management
- Ecosystem: Game studios and first-party data
Vungle Strengths
- Video expertise: Pioneer in mobile video ads
- Creative Labs: Strong playable ad creation tools
- Brand safety: Focus on quality inventory
- Performance pricing: CPI and ROAS optimization
- Creative optimization: Advanced A/B testing
Performance Comparison
- CPIs: AppLovin often more competitive at scale
- ROAS: Both strong for gaming, AppLovin edge in non-gaming
- Fill rates: AppLovin higher due to scale
- Quality: Both maintain high inventory standards
Recommendations
Choose AppLovin when: You need scale, self-serve tools, integrated mediation, or non-gaming UA.
Choose Vungle when: Video creative quality is paramount, you want hands-on support, or you're already using Liftoff/Vungle products.
Use both when: Budget allows and you want to maximize reach across gaming inventory.