New York, February 5, 2026, 11:29 EST — Regular session.
- AppLovin shares fell about 2.4% in morning trade, extending a two-day selloff.
- Traders pointed to fresh anxiety over competition in mobile ad tech after CloudX’s launch.
- Focus shifts to AppLovin’s Feb. 11 results and any read-through on pricing pressure.
AppLovin shares slipped again on Thursday, down 2.4% at $378.06, after a sharp drop the prior session that rattled ad-tech names.
The move matters because it comes days before AppLovin reports quarterly results, with the stock already swinging hard on headlines tied to mobile advertising infrastructure — the pipes that decide where ads run and what platforms get paid. (Applovin)
On Wednesday, AppLovin closed down 16.1%, taking it to $387.34, after a 4.4% fall the day before, according to Investing.com data. (Investing)
The latest pressure has been pinned on CloudX, a new “AI agents” entrant that says it can automate parts of the mobile ad stack that typically require engineers and ad-ops teams. (Investing)
CloudX launched into general availability on Wednesday after a beta period, AdExchanger reported. CEO and co-founder Jim Payne said: “There’s a limit to what a single ad monetization person can do.” (AdExchanger)
Payne co-founded MoPub and MAX, and AdExchanger noted MoPub was later acquired by AppLovin and shut down in 2022. That lineage is part of what has investors gaming out whether CloudX is an idea, a product, or a real threat to incumbents. (AdExchanger)
In plain terms, the fear is that new tools could squeeze the “take rate” — the cut platforms keep from ad spend — if buyers and sellers push for more transparent auctions or cheaper plumbing. (Seeking Alpha)
Unity Software, another mobile-ad exposed name, fell 4.6% in early trade, underscoring that the jitters were not confined to one ticker.
Still, the next concrete datapoint is AppLovin’s own. The company is due to report fourth-quarter and full-year 2025 results after the U.S. close on Feb. 11, followed by a webcast led by CEO Adam Foroughi and CFO Matthew Stumpf. (Applovin)
A downside scenario for bulls: AppLovin posts solid numbers but gives cautious commentary on pricing, partner behavior, or competitive noise — and traders keep selling first and asking questions later. The upside case is the opposite: management calls the disruption manageable and keeps the growth story intact.
What investors will watch next is Feb. 11 guidance and any direct commentary on demand trends and monetization mechanics inside AppLovin’s platform, particularly MAX and Axon. (Applovin)
