The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | Is AppLovin making a comeback?

September 23, 2025 The Ecommerce Playbook Podcast 00:26:08
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | Is AppLovin making a comeback?
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Most brands rush into new ad platforms before they’re ready. In this episode, Richard and Tony break down why channel expansion is less about “good or bad” and more about timing and fuel.

They revisit the core sequence—master Meta, then Google—before adding channels like Snapchat, TikTok, YouTube, or Pinterest. And they go deep on why CTC is bullish on AppLovin, the mobile gaming ad platform that’s driving genuinely incremental growth for select brands.

You’ll learn:

  • The prerequisites for channel expansion (creative system + incrementality measurement)

  • How AppLovin differs from Meta & Google—and why it’s working now

  • The scale opportunity CTC sees as the platform opens up Oct 1

  • Why CTC approaches channels as investments, not experiments

If you’ve nailed your core channels and want to know when (and how) to expand, this episode is your playbook.

Show Notes: