Archive / Internal platform

    IAC Apps / Mosaic Apps / Apalon Apps — internal platform

    Active roughly 2009–2019, this was publisher-side tooling and infrastructure stitched together across several brands under the umbrella that became IAC Applications. Most implementation detail, vendors, and product names never left the firewall — so this page stays deliberately light.

    Former colleagues will recognize chunks of it; anyone else should treat this as directional context, not a spec.

    That platform—and the publishing and monetization posture it enabled—were among the reasons Egor Kunovsky was invited to speak on a panel at Facebook's F8 developer conference in California(2015).

    What it was like functionally

    In today's SaaS landscape, you'd probably assemble pieces from subscriptions and paywall vendors (RevenueCat, Adapty, AppHud, Qonversion), cloud and engagement backends (Firebase), lifecycle and campaign tooling (Braze), and experimentation layers (Optimizely).

    Back then we built and operated something in that vein in-house — not a neat 1:1 mapping to any single product above, but the same neighborhoods: storefront logic, entitlement and trial flows, experimentation, funnel analytics, cross-promotion between titles, placements and offer surfaces, plus targeted messaging channels.

    Capability areas

    • Subscriptions
    • Paywalls
    • A/B/n testing
    • Analytics
    • Cross-promo
    • Offerwalls
    • In-app messaging
    • Push notifications

    Why so vague

    NDA and practical obscurity: the interesting parts were internal contracts, data models, and operational playbooks — not something that ages well in a public write-up.

    If you're sizing how this maps to modern roles: think platform engineering plus growth systems at portfolio scale.