MS vs APP Comparison

Morgan Stanley is a massive global financial services firm, with offices in 42 countries and more than 80,000 employees as of year-end 2024. The firm cut its teeth in investment banking and institutional trading, where it maintains a strong presence today, but generates the lion share of its income from wealth and asset management franchises, where it boasted $7.9 trillion in client assets at the end of its most recent fiscal year. After reincorporation as a bank holding company in the wake of the global financial crisis, Morgan Stanley also boasts a top 10 banking franchise by deposits, with nearly $400 billion in customer deposits, predominately attributable to cash sweeps from its wealth management and brokerage businesses.

AppLovin is a vertically integrated advertising technology company that acts as a demand-side platform for advertisers, a supply-side platform for publishers, and an exchange facilitating transactions between the two. About 80% of AppLovin's revenue comes from the DSP, AppDiscovery, while the remainder comes from the SSP, Max. AppLovin's primary tool for future growth is AXON 2, which is an ad optimizer operating within the DSP that allows advertisers to place ads according to specified return thresholds.