AVOW Turns 8 on March 5, 2026, marking eight years since the company was founded with a bold idea: that the future of app distribution would move beyond traditional app stores toward alternative app stores and mobile OEM ecosystems.
While AVOW was officially established in 2018, the founding team had already worked together for more than 12 years across different companies, sharing a vision to improve the mobile ecosystem and how apps grow. The company initially focused on helping developers and brands tackle mobile advertising fraud and protect marketing budgets, but it soon became clear that fraud prevention alone would not define the future.
As major clashes unfolded across the mobile industry, including conflicts between Google and Huawei and between Epic Games and the dominant app stores, the opportunity became clear. Alternative app stores and mobile OEMs were emerging as the next major channel for app distribution and growth.
To celebrate this milestone, Orietta Mendez, AVOW Co-founder and COO, reflects on the company’s journey from a small Berlin startup to a global OEM advertising agency. In the video below, she shares how AVOW began, what shaped our growth, and why the future of mobile marketing lies in a more open ecosystem.
AVOW Turns 8: The Beginning
AVOW started in a small office at Factory Görlitzer Park in Berlin, built around a simple belief. The mobile ecosystem needed real alternatives, and brands deserved more ways to reach users beyond the dominant platforms.
From the beginning, we believed that mobile OEMs and alternative app stores would reshape how apps are distributed. That belief became the foundation of AVOW and guided how we built partnerships, technology, and expertise around the OEM ecosystem.
AVOW Turns 8: Where We Are Today
Eight years later, what once felt unconventional is becoming essential. OEM advertising and alternative distribution channels are now a key part of many mobile marketing strategies, helping brands reach users directly on their devices.
Today, AVOW works closely with leading OEM partners including Samsung, Xiaomi, Huawei, OPPO, vivo, and HONOR, helping brands grow through device-based placements and alternative app store distribution across global markets.
AVOW Turns 8: A Global Team
AVOW has grown from a small startup in Berlin into a truly international company. Today our team includes around 80 AVOWers representing 27 nationalities, working together to support partners and clients across the world.
In the past year alone, our team attended 80 industry events, completed more than 200 business trips, and visited 23 countries to meet with partners, clients, and the wider mobile ecosystem. This global presence reflects the scale and diversity of the mobile industry we serve.
AVOW Turns 8: Looking Toward the Future
The mobile industry is moving toward a more open and diversified ecosystem where growth does not depend on a single set of platforms. As marketers search for sustainable ways to scale, OEM partnerships and alternative distribution channels will continue to play an increasingly important role.
At AVOW, we will continue to innovate, educate the market, and expand access to untapped inventory around the world. The next chapter will be even bigger because the industry is now ready for the shift we believed in from the very beginning.
AVOW Turns 8: Celebrating at Our Berlin HQ
Back at our Berlin headquarters, the milestone was marked with a small celebration as the team gathered to enjoy AVOW’s 8th birthday cupcakes. Moments like these remind us that behind every partnership, campaign, and trip around the world is a team that continues to grow and celebrate the journey together.
Work With AVOW
None of this would exist without the trust of our partners, the ambition of our clients, and the dedication of every AVOWer who helped build this journey. As AVOW Turns 8, we are more excited than ever about what comes next.
If you want to reach new users through OEM advertising and alternative app distribution across leading partners like Samsung, Xiaomi, Huawei, OPPO, vivo, HONOR and more, get in touch with the AVOW team to learn how we can support your growth.
👉 Contact AVOW to reach up to 1.85 billion users across Android devices and app stores worldwide.
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