Isaac Reyna retweeted
Replying to @ChadwKeller
@chadwkeller's story is pretty incredible.
He grew up with humble beginnings. His mom waited tables and his dad cut fish. Chad sold donuts and pretzels to gas stations. He started several businesses that didn’t work out, but he kept going.
Eventually, he founded Mellow, a company focused on the sleep category. In its first year, the business generated $140M in revenue. Now, it's on pace to hit $500M in his second year of operating!
This is a man who succeeded against all odds and is on a generational run!
Mellow co-founder @ChadwKeller has spent his career identifying opportunities and challenging the way things have traditionally been done.
Mellow started with a simple observation: shopping for better sleep meant buying a pillow from one brand, a comforter from another, and a mattress from somewhere else.
There was an opportunity to build something different.
So Chad and co-founder Jay partnered to create Mellow, combining their strengths with a shared vision of building a brand that could redefine the sleep and comfort category.
What started with product samples arriving at Chad’s home turned into $140 million in year one, with $500 million the target for year two.
And they’re just getting started.
Helping ambitious businesses grow is what we do at AppLovin, and we’re proud to play a role in Mellow’s journey.
"For games in my genre, there is no stronger rocket fuel."
That's Josh Chandley, President and COO of WildCard Games, on what AppLovin has done for their business.
Mobile gamers aren't a niche. They're everyday Americans: the 45-year-old software engineer playing cribbage, the mom on Candy Crush, the commuter on Solitaire.
They buy shoes, cosmetics, apparel, and hardware. They just happen to also play games.
For WildCard, that's meant stronger performance, lower retention costs, and as Josh puts it, the ability to "serve their users better."
Isaac Reyna retweeted
🤖 Made with AI
48 out of 50 @AppLovin incrementality tests came back positive at @CommnThreadCo in 2026.
Tony Chopp’s (@tonychoPPC) BFCM predictions for the channel based on last year’s performance.
Isaac Reyna retweeted
Not at Beanstalk
Not at All-In
Not at Pinterest presents
Not at Snapchat summit
Not at Meta summit
Just in the trenches.
Isaac Reyna retweeted
Less than 1% of advertisers in the world use @AppLovin yet we have north of $11B of annual ad spend on the platform and reach over a billion users daily.
In baseball terms, the players just walked onto the field for the national anthem. The first inning hasn’t even started yet.
Isaac Reyna retweeted
Replying to @MetaplyAI
we kept meta as the "real" channel for weeks after applovin was already cheaper on nc. ego thing honestly
Isaac Reyna retweeted
In light of the @ecommcowboy Reply-All email shit show, I’d like to do my part and add to the debauchery.
So I’m auctioning off a shameless Reply-All plug to the entire thread.
~300 DTC founders.
Billions upon billions in combined revenue.
One winning bidder.
Don't hate the player. See more in comments.
Isaac Reyna retweeted
Denis Otrjachnin tested AppLovin for paid user acquisition, expecting lower CPIs but a trade-off in quality and a long optimization ramp.
In just 14 days, here were his results:
• CPI: 3–5x lower than existing channels
• D1 ROAS: 39% (vs. 37% 3-month average on other channels)
• Cost Per Paying User: ~25% lower than other channels
• Conversion to Paying: ~35% lower
The most important part was zero runway required. They didn’t have to wait weeks for model training or initial burn, they instantly hit near-peak performance.
Budgets are beginning to shift.
$APP
Isaac Reyna retweeted
Some people have motion.
They figure it out.
They always find the angle.
They will get it work no matter what.
And some people just don’t.
And that’s confusing to someone with motion. You just don’t get why they don’t get it.
That’s my test for all investing now:
“Does this person have motion?”
If they are waiting for life to happen to them… ngmi
Isaac Reyna retweeted
DTC Founders: The biggest arbitrage is buying international traffic on @AppLovin. AOV's may be 50% lower, but the CPMs can be up to 90% cheaper than the US.
I'm already seeing savvy international founders take advantage of this opportunity. There's so much blue ocean out there.
Isaac Reyna retweeted
16% savings on a $2M portco shipping spend = $320K to EBITDA. That's not an operational improvement. That's a line item in your 100-day plan.
$2M annual parcel spend × 16% = $320K straight to EBITDA
$320K × 10x = $3.2M in enterprise value
Portco ops time: ~4 hours over 2–4 months
Fee structure: contingency only, zero until savings are proven
Three reasons it belongs on the plan and not the "we'll circle back" list:
It completes inside the window. The renegotiation runs 2–4 months. The new contract is typically live before day 90.
The new ownership window matters. Carriers expect a cost review from new ownership. That posture is available at close. It normalizes by day 100.
The risk is zero. Fees are a percentage of hard dollar savings, after they're realized. If savings aren't found, there's no charge.
Most portcos have this available at close. Almost none have it on the plan.
The bottleneck isn't the math. It's that nobody put it on the list.
Isaac Reyna retweeted
You kept calling us AppLovin anyway.
We took the hint. Follow us over there @AppLovin.
Isaac Reyna retweeted
(1/5) Many advertisers come to us with the same question.
AppLovin looks strong in-platform, but their third-party tool doesn't see it.
Or their MMM is attributing more than the platform reports.
Neither is wrong. Here's how to think about it 🧵
Isaac Reyna retweeted
TODAY'S SHOW // 6.9.26
@jackinprogress — 12:40pm CT
@MetaplyAI — 1:10pm CT
@kevin_sanderson — 1:45pm CT
News & Views
+ Siri goes AI
+ Walmart vs DoorDash
+ AG1 adds creatine
+ Bot traffic > human traffic
+ OpenAI files for IPO
+ Claude Mythos launches
+ Crumbl x Dove
Hello, Siri AI | AG1 Adds Creatine | Walmart Takes On DoorDash xitter.cf/i/broadcasts/1yKAPPbRe…


























