AppGrowth
BidMachine is an SDK-first mobile ad monetization and user acquisition platform serving app publishers, advertisers, and DSPs through six integrated products, processing over 1 trillion monthly ad requests across 500-plus publishers and 600 million verified SDK users worldwide.
- Company typePrivate
- Founded2018
- HeadquartersMclean, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What AppGrowth does
BidMachine, Inc. (referenced in input as AppGrowth) is a private, Delaware-incorporated mobile ad technology company headquartered in McLean, Virginia, building an SDK-first monetization and user acquisition platform for the global app economy. Its six integrated products — SDK Monetization, Ad Mediation, User Acquisition DSP, Ad Exchange, Private Marketplace, and DIRECT Placements — collectively process more than 1 trillion ad requests per month across 600 million-plus verified SDK users and 500-plus publishers, with 97 percent ad viewability. The platform's core technical differentiator is an SDK intelligence layer that captures device, session, contextual, and audience signals directly from the app environment, feeding ML-driven real-time bidding and LTV/eLTV forecasting through a 200-plus metric dashboard.
Revenue is generated primarily through a dynamic Net Revenue Share model with publishers (paid monthly, net 60, with a $1,000 minimum payout), demand-side fees from advertisers using the User Acquisition DSP, exchange access charges for DSPs and agencies, and DIRECT Placements for premium brand demand. The go-to-market combines a self-serve SDK sign-up flow with enterprise sales engagement, augmented by certified SDK bidding integrations with Google AdMob and Ad Manager, AppLovin MAX, and Unity LevelPlay, which together account for the dominant share of mobile mediation distribution. Operations span North America, Latin America, EMEA, and Asia Pacific.
The company is led by founder and CEO Pavel Golubev, an ex-indie developer, alongside CTO Alex Zhitlukhin (who built the 100-person AI/data/engineering team), General Manager Alberto Nutricati, and seasoned ad tech operators Mark D. Fruehan (Global Head of Demand), Dmitrii Rodionov (VP Engineering), and Paul Childs (VP Sales and Marketing, formerly of Moloco and Mopub). BidMachine is privately held with no disclosed funding rounds or revenue figures, and holds SOC 2 Type II certification alongside GDPR, CCPA, and COPPA compliance.
AppGrowth firmographics
Firmographics- Name
- AppGrowth
- Legal name
- BidMachine, Inc.
- Website
- https://appgrowth.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- BidMachine is an SDK-first mobile ad monetization and user acquisition platform serving app publishers, advertisers, and DSPs through six integrated products, processing over 1 trillion monthly ad requests across 500-plus publishers and 600 million verified SDK users worldwide.
- Ownership category
- akta.pro rank
AppGrowth industry classification
Industry- Product category
- Mobile Ad Tech
- NAICS
- Software Publishers (5132), Software Publishers (513210), Media Representatives (541840)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- App Monetization & Subscription Management Platforms (BPAMADAI)
- akta.pro secondary industries
- Developer Tooling & SDK Platforms (BPAMAOAD), Developer Portals, SDKs & Documentation Platforms (BPAMADAG)
Keywords
Where AppGrowth is headquartered
LocationHeadquarters
- HQ city
- Mclean
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AppGrowth business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Publisher Revenue Share (Net Revenue Share): BidMachine pays publishers a portion of revenues received from advertisers for advertisements displayed on publisher inventory. The Net Revenue Share is determined dynamically for each impression and is net of agency commissions, carrier and partner fees, and platform fees. Minimum payable amount is $1000; payments issued on net 60 term basis.
- Demand-Side Advertising Services: User acquisition DSP services for advertisers to run performance campaigns with SDK-direct supply. Revenue generated from advertisers paying for user acquisition campaigns.
- Ad Exchange Access: Provides DSPs and agencies access to SDK-powered inventory with richer signals and transparent delivery. Revenue from programmatic advertising transactions on the exchange.
- DIRECT Placements: Premium brand advertiser demand through SPO-aligned placements. Publishers capture incremental brand demand alongside programmatic auctions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Publisher Revenue Share Model |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
AppGrowth product offering
Product offeringCore offering
AppGrowth provides an SDK-first mobile ad monetization and advertising platform that equips publishers and advertisers with the technology, transparency, and demand access needed to run efficient in-app monetization. Its offering spans SDK-based ad monetization, ad mediation, in-app bidding, header bidding, a proprietary ad exchange, a user acquisition DSP, and direct demand mechanisms for both gaming and non-gaming mobile app publishers.
Product overview
BidMachine is an SDK-first mobile ad monetization and advertising platform offering a unified portfolio of six integrated products: SDK Monetization (core SDK for publishers), Ad Mediation (open-source waterfall/bidding hybrid with ML optimization), User Acquisition DSP (SDK-direct performance campaigns), Ad Exchange (SDK-powered supply for DSPs), Private MarketPlace (curated PMP deals), and DIRECT Placements (SPO-aligned brand deals). The platform processes 1T+ monthly ad requests across 500+ publishers, using ML-powered optimization for real-time bidding decisions and revenue maximization.
Differentiator
Problem solved
Functional benefit
Products and services
- SDK Monetization SDK-based ad monetization solution for mobile app publishers, enabling in-app bidding, header bidding, and access to demand sources through a transparent, open-source SDK. Designed for both gaming and non-gaming mobile publishers.
- Ad Mediation Mediation layer that connects publishers with multiple ad networks and demand sources, integrated with Google AdMob, Google Ad Manager, AppLovin MAX, and Unity LevelPlay. Supports unified auction management and in-app bidding.
- User Acquisition DSP Programmatic demand-side platform for advertisers running performance user acquisition on a fixed CPA goal, leveraging ML-driven ROAS optimization and real-time LTV/eLTV forecasting algorithms.
- Ad Exchange Proprietary mobile ad exchange providing real-time bidding infrastructure for publishers and DSPs, with ML-driven optimization and direct access to premium mobile in-app supply.
- Private Marketplace (PMP) Private marketplace deals between selected publishers and DSPs, providing curated premium supply with controlled auction access and direct publisher-to-buyer relationships.
- DIRECT Placements Direct ad placements connecting publishers with advertisers outside open auctions, enabling negotiated direct deals and bespoke demand arrangements.
Quantifiable outcome
- Reduced CPI by 27% and improved D7 ROAS by 34% (X-Flow case study)
- +6 more outcomes
Companies that use AppGrowth
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
AppGrowth technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability5 records
Feature5 records
AppGrowth partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Google (AdMob and Ad Manager)coreBidMachine SDK is now available through Google AdMob bidding and Ad Manager's SDK bidding platforms. This integration validates BidMachine meets Google's rigorous standards for performance, reliability and integration quality. Publishers connected to Google can access BidMachine's demand directly, unlocking real-time competitive demand alongside their existing monetization stack. Supports all major formats including rewarded, interstitial, banner, native and playable.
- AppLovin MAXcoreCertified SDK bidding partnership. Publishers can access BidMachine demand through AppLovin MAX mediation platform. Case studies show successful integrations through MAX with Zedge growing ARPDAU by 4%.
- Unity LevelPlaycoreCertified partnership with Unity LevelPlay (ironSource) providing integration path for publishers using Unity's monetization platform for SDK bidding.
- IAB (Interactive Advertising Bureau)minorIndustry trade body membership. BidMachine is a member of IAB and registered on IAB Europe Global Vendor List under Vendor ID 736.
Scale indicators10 records
Recent moves5 records
Expansion highlights6 records
AppGrowth competitors and assessment
Company assessmentBroad incumbents
- AppLovin: AppLovin operates a much larger mobile ad tech stack including the MAX mediation platform, which BidMachine is integrated with. It is a major incumbent in the same in-app bidding and UA categories BidMachine competes in, with broader portfolio and significantly more scale.
- Unity LevelPlay (ironSource): Unity's LevelPlay (formerly ironSource) is a leading mediation and UA platform and a certified BidMachine integration partner. It directly competes with BidMachine's mediation, exchange, and DSP offerings while bundling them with Unity's broader game engine ecosystem.
- InMobi: InMobi is a global mobile ad tech platform with SDK-based monetization, exchange, and UA capabilities. It competes with BidMachine across both supply (mediation) and demand (DSP) sides of the in-app advertising ecosystem.
- Digital Turbine (DT Exchange): Digital Turbine operates DT Exchange (formerly Digital Turbine Exchange) and Fyber, both competing in mobile ad mediation, SDK monetization, and programmatic exchange. BidMachine competes with its mediation and exchange offerings.
- Pangle (ByteDance): Pangle is ByteDance's mobile ad monetization and DSP platform, particularly strong in APAC. It competes with BidMachine's mediation and exchange offerings for publishers seeking international demand sources.
Direct peers
- Moloco: Moloco is a mobile-focused DSP and programmatic monetization platform with strong ML-driven optimization. It competes head-to-head with BidMachine in SDK-direct supply and user acquisition for mobile gaming and apps; BidMachine's VP Sales previously held a VP BD role at Moloco.
- Liftoff: Liftoff operates a mobile ad tech platform spanning DSP, mediation, and creative optimization. Its Vungle and Liftoff brands overlap directly with BidMachine's SDK monetization, mediation, and UA DSP offerings for mobile app publishers.
- Verve Group: Verve Group is a mobile ad tech platform with SDK-based monetization and programmatic demand. BidMachine's VP of Engineering previously held engineering leadership at Verve Group, indicating direct technical and product overlap in SDK monetization and DSP services.
- Chartboost: Chartboost is a mobile gaming-focused ad monetization and UA platform. It is listed as a BidMachine ecosystem partner and overlaps directly with BidMachine's mediation and DIRECT placements offerings for gaming publishers.
- AdColony: AdColony is a mobile ad network and exchange with mediation and UA solutions. Listed as a BidMachine ecosystem partner, it directly overlaps with BidMachine's DSP and mediation products for gaming and app publishers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
AppGrowth social profiles
Digital presenceAppGrowth compliance and trust
Trust signalCompliance5 records
AppGrowth financial estimates
Financial estimateRevenue estimate
Valuation estimate
AppGrowth leadership team
Management profileNumber of profiles
Profiles6 records
AppGrowth funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AppGrowth M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AppGrowth
What does AppGrowth do?
AppGrowth provides an SDK-first mobile ad monetization and advertising platform that equips publishers and advertisers with the technology, transparency, and demand access needed to run efficient in-app monetization. Its offering spans SDK-based ad monetization, ad mediation, in-app bidding, header bidding, a proprietary ad exchange, a user acquisition DSP, and direct demand mechanisms for both gaming and non-gaming mobile app publishers.
Is AppGrowth a public or private company?
AppGrowth is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AppGrowth founded?
AppGrowth was founded in 2018. It employs 1 to 10 people.
Where is AppGrowth based?
AppGrowth is headquartered in Mclean, United States, in the North America region.
How does AppGrowth make money?
Four revenue lines are on record. Publisher Revenue Share (Net Revenue Share) is the primary driver. The others are demand-Side Advertising Services, ad Exchange Access and DIRECT Placements.
Who are AppGrowth's main competitors?
Broad incumbents on record are AppLovin, Unity LevelPlay (ironSource), InMobi, Digital Turbine (DT Exchange) and Pangle (ByteDance). Direct peers are Moloco, Liftoff, Verve Group, Chartboost and AdColony.
Does AppGrowth have an API?
Yes. AppGrowth exposes a public API. Developer documentation is at developers.bidmachine.io.
What industry is AppGrowth in?
AppGrowth's product category is Mobile Ad Tech. Its primary akta.pro industry code is BPAMADAI, App Monetization & Subscription Management Platforms, with a secondary code of BPAMAOAD, Developer Tooling & SDK Platforms. Its NAICS code is 5132 and its SIC code is 7372.