“Our creative team can ask what worked in the last seven days and iterate on their own.”
exmox saves 40 hours a week and scales creative winners faster with AppsFlyer Creative MCP
40 hours
saved each week on creative analysis20%
improvement in operational efficiency (Exmox estimate) Overview
- exmox had the creative performance data, but getting specific answers often took too long and required help from analysts.
- The team wanted to shorten the feedback loop between performance insights and creative production, so it could learn faster and produce more winning creatives.
- With Creative MCP, teams can now explore performance directly, helping exmox save 40 hours a week on creative analysis and achieve an estimated 20% improvement in operational efficiency.
Background
exmox is a user engagement platform based in Hamburg, Germany, helping mobile gaming companies grow and engage their audiences. With more than 50 million platform downloads and 15 million active users, its portfolio includes platforms such as Testerup, Empfohlen, and Testerheld.
Vijay Sudalaimuthu, VP of Marketing at exmox, oversees user acquisition and creative operations. For his team, knowing which creatives perform best is only the starting point. The bigger opportunity is understanding what makes them successful, where else they could perform, and how quickly those insights can be turned into the next winning creative.
Challenge
Before Creative MCP, exmox used AppsFlyer and its internal dashboards to understand creative performance. But when the team wanted to explore specific questions or dig deeper into what made a creative successful, it often needed additional analysis and support from analysts.
Those insights then had to make their way to the creative studio, where the team would use them to develop the next iteration. And even after launching new creatives, exmox had to wait for performance results to understand whether it had made the right decisions. If the new creatives didn’t perform as expected, the cycle started again.
This created a lengthy feedback loop between analysis, creative production, and performance. exmox wanted to make that process more direct, helping its teams learn faster from what was working, explore new opportunities, and ultimately produce more winning creatives.
Solution
With Creative MCP, exmox can shorten the path between seeing what worked and deciding what to create next. Instead of every question going through an analyst, teams can ask Creative MCP in their preferred LLM, directly what worked, why, and where the next opportunity might be. They can look at the past seven days, identify their strongest creatives, explore patterns behind their performance, and see where a winner could be scaled across campaigns, apps, or media sources.
This gives the creative studio much more direct access to the learnings it needs for the next iteration. Rather than waiting for insights to move from the UA team to an analyst and then back to the studio, the team can explore what is working and use those learnings to shape new creatives faster. That creates a much tighter feedback loop between performance and production, helping exmox learn faster and produce more winning creatives.
“Our creative team can ask what worked in the last seven days and iterate on their own.”
Results
exmox now saves approximately 40 hours a week on creative analysis. Questions that previously required manual analysis, reporting, or support from another team can increasingly be answered directly by the people making creative and UA decisions.
“Our team saves approximately 40 hours per week on creative analysis, but the bigger impact is how quickly we can act. We’re identifying both winners and fatigued creatives earlier, which helps us scale more efficiently across our budget and media costs.”
“Our team saves approximately 40 hours per week on creative analysis, but the bigger impact is how quickly we can act. We’re identifying both winners and fatigued creatives earlier, which helps us scale more efficiently across our budget and media costs.”
That speed is especially valuable when exmox finds something that works. In one example, a video was performing well on TikTok for iOS users in the US. Creative MCP helped the team quickly see that the winning creative wasn’t being used across all relevant campaigns, apps, and media sources, revealing new opportunities to scale something already proven to work.
For exmox, that is where much of the value lies. Ad networks already tend to reduce delivery to underperforming ads, so the bigger opportunity isn’t simply finding weak creatives faster. It’s learning from what works, scaling those winners more quickly, and feeding those learnings back into creative production.
Looking ahead
exmox plans to bring Creative MCP further into its existing AI tools and workflows, making creative performance insights a more natural part of how teams work and make decisions every day.
“Creative is the main lever we have in 2026, and Creative MCP changes how fast and how effectively we can use it.”
“Creative is the main lever we have in 2026, and Creative MCP changes how fast and how effectively we can use it.”
For exmox, the opportunity goes beyond getting answers faster. By bringing creative insights closer to the teams making decisions, Creative MCP helps shorten the feedback loop between performance and production, so exmox can learn faster, iterate faster, and ultimately produce more winning creatives.
