When AppLovin learns of an advertising opportunity in an app, the company has 100 milliseconds to decide if it will bid on the spot in a real-time auction. If it wins the bid, it consults a database storing billions of user preferences to serve an ad personalized to that user. AppLovin processes about 30 billion to 50 billion actions per day, all of which need to happen in millisecond timeframes and on a global basis.
