Apptivate

Daniel Lupu is the Senior Marketing Manager at Skyscanner, a search engine for deals on flights, hotels, and car rentals serving 110 million users monthly. In this episode, Daniel shares lessons and results from the tests he's run. He discusses his team's approach to navigating SKAN, the creative strategies they've implemented, and his observations of the relationship between paid and organic search ads on Apple.  Questions Daniel answered in this episode:What is Skyscanner, and what do you do for them?How did your background shape your growth at Skyscanner?What prompted your move into the app marketing space?Can you walk us through your app growth strategy?How do you evaluate success in UA campaigns? What are you optimizing for?What are some tips for getting the best flight?What's been your approach to navigating SKAN and ATT on iOS? Have you made any creative or strategic shifts to improve performance there?How do paid and organic search on Apple Search Ads influence each other?How do you manage budget allocation and campaign planning for peak travel times?What recommendations do you have for visiting London?Timestamp:0:54 Intro to Skyscanner and Daniel's role1:27 Daniel's background4:41 Driving user acquisition in the travel industry8:05 How to find flight deals9:35 Data points beyond SKAN12:23 Insights from their ASA test on paid and organic13:55 Creative testing17:16 Adjusting for seasonality18:20 Lessons learned and solid advice20:50 What to do in LondonQuotes:(18:20-18:41) “I have learned not to make assumptions based on previous learnings. Just because something worked in a certain manner at some point in the past, it doesn't mean that we'll see similar behavior from that particular audience or from that particular campaign the next time we run it.”(19:00-19:30) “Don't try to have the perfect measurement framework. If you think about it, tracking was different back in the day; now it has a lot of challenges, and I don't think that's going to improve anytime soon. So if you want to scale, you have to have some solid, valid assumptions and go ahead without having full visibility of your performance.”  Mentioned in this episode:Daniel Lupu's LinkedInSkyscanner's app

In this episode, we chat with Luca Stefanutti, the Director of Growth at adidas Running, the fitness app formerly known as Runtastic. They touch on the app's role within the larger brand, key performance metrics, implementing new insights within large teams, and Luca's point of view on some of today's hottest app marketing topics, like AI, creatives, and the relationship between incremental and organic traffic.Questions Luca answered in this episode:What is Runtastic and what is your role there?How has your background informed your role today?What role does adidas Running play in the brand's larger digital ecosystem?What key metrics does your team look at when evaluating performance?Can you tell me about an experiment you ran that had surprising results?How do you put the insights you gain from experiments into action?How are you going about personalization in a cookieless, post-IDFA world?What trends are you watching that you think will shape the future of app marketing?Timestamp:0:47 Intro to adidas Running3:10 Luca's background5:20 The role of adidas Running for the larger brand7:35 Key metrics10:30 Surprising learnings13:00 Implementing new insights into action15:04 Creative strategy for growth & UA17:30 Personalization in a post-IDFA world19:48 Thoughts on current app marketing trends25:58 What to do in Austria for a few days?Quotes:(12:30-12:45) “I think the learning here is that you generally have one core value proposition for your app. Don't forget about it with all the extra features. Just make sure you connect people to the core value.”(13:45-14:02) “In terms of growth, picking one person from relevant teams to form a cross-functional squad will make sure that all your ideas are developed and spread around.” Mentioned in this Episode:Luca Stefanutti's LinkedInadidas Running

In this episode of our Apptivate podcast, we chat with Liam Branaghan, the Performance Marketing and Strategy Lead for Uber. Liam's teams focus on driving growth for Uber Eats across EMEA, while supporting overall brand and business goals. In this episode, you'll learn about the evolution of Uber's regional marketing teams and how they merged into a single global team. You'll also hear about their work to refine their localization strategies and the balancing act between brand and performance marketing goals.Questions Liam answered in this episode:How has your team's strategy evolved over time?What were some of the challenges your team faced when transitioning from a regional marketing team to a global one?Do you have any advice for other marketing leaders facing similar challenges?How does your team work together to ensure they are nailing the intricacies of different geographies?How do you approach new and innovative technologies while still focusing on the fundamentals of marketing?How do you balance long-term brand equity with the need for immediate growth?What predictions do you have for the mobile marketing industry in the next 3 or 4 years?How do you stay up-to-date within the industry?How should brands be thinking about scaling in a privacy-first world?Timestamp:0:35 Liam's role at Uber1:57 Marketing as one global team7:55 Nailing the basics: Liam's POV11:32 Balancing brand and growth14:00 AI & critical thinking16:37 Keeping a varied media diet18:23 Scaling in a privacy-first world19:48 What to do in AmsterdamQuotes:(3:05-3:13) “This scaling of a global approach (away from an EMEA approach) is really how we saw scaled and created impact on a level that we hadn't before.”(12:22-12:41) “We know and see firsthand that there is definitely a close relationship between brand and growth. If brand is doing well, it's no surprise that we see stronger results as well, and conversion rates and impression levels pick up. But understanding exactly what drives one another and how to optimize that is part of the journey we're on at the moment.”Mentioned in this Episode:Liam Branaghan's LinkedInUber Eats

There are a lot of data sensitivities when it comes to marketing in the healthcare and wellness space. This week on Apptivate, we speak with Kevin Bell, the Performance Marketing Lead at Mochi Health, about navigating Facebook's recent changes to events for advertisers in these industries. Kevin gives you the background on the platform's changes, and how his team adapted their marketing strategy to meet Facebook's new criteria under HIPAA compliance. You'll also learn about the limitations of marketing creatives and how they're leveraging AI to optimize their campaign performance and grow.Questions Kevin answered in this episode:Can you share what Mochi Health does and the value it provides to its consumers?What are some of the challenges you face in your role as Director of Performance Marketing for a platform in the healthcare space?Can you give us a sense of your media mix?What's happening with the change of Facebook events for health and wellness businesses?How much of a heads-up did Facebook give you?How did you adapt your marketing strategy?What's the impact of this change on the performance of your campaigns?Can you tell us a little about the limitations of creatives for your platform and how you optimize them for a platform like Facebook?What predictions do you have for this upcoming year at Mochi Health?Timestamp:0:56 What does Mochi Health do?2:19 Challenges in healthcare marketing4:08 Facebook's event changes for health and wellness industry advertisers6:19 How to adapt your marketing strategy for Facebook events7:57 How has this impacted campaign performance?8:43 Constraints on creatives in the healthcare space9:55 Optimizing creatives with an internal AI tool13:08 What's coming up for Mochi HealthQuotes:(4:34-4:58) “Facebook reached out to a number of companies that were in the health and wellness space and basically told them that we were no longer able to optimize our campaigns off of any type of purchase event, add-to-cart event, customer registration – basically any event that wasn't a ‘page view'. And obviously, that's quite concerning because for all advertisers, if you ever run money on Facebook, you know that optimizing for anything that's not your goal is not going to get you anywhere.”(6:49-6:58) “The idea is you want to make sure that you're not sending Facebook any details towards who is a person that has actually made a purchase because by doing so, you're walking into potential HIPAA compliance issues.”Mentioned in this episode:Kevin Bell's LinkedInMochi Health

In this episode of Remerge's Apptivate podcast, we chat with Yoni Nijober, the Director of Partnerships at exmox, a platform that helps mobile gaming companies scale their user base through engagement-driven, rewarded user acquisition. You'll learn why rewarded UA used to have a bad reputation, how it's evolved, the benefits of working with a rewarded UA network for certain mobile games, how to pick your rewarded UA partner, and much more.Questions Yoni answered in this episode:Can you give us the quick exmox pitch and tell us about what you do there?What does your day-to-day look like?What makes exmox different from other rewarded platforms?Why did rewarded UA have a bad rep five years ago and what's changed now?Are there certain kinds of games that see better results with rewarded UA?What are common mistakes to avoid when getting started with rewarded UA?Do marketers give you a ROAS target, or are there other data points?What should advertisers look for when choosing a rewarded platform to work with?How do you think rewarded UA will change in the coming years?How do you stay on top of the changes in your industry?What's exmox excited about for the coming year?Timestamp:0:22 About exmox and Yoni's role3:19 What sets exmox apart from other rewarded UA providers6:15 Why rewarded UA used to have a bad reputation8:42 What types of games have the best results with rewarded networks9:48 Common mistakes to avoid getting started with rewarded UA12:27 Benefits of working with rewarded networks14:15 What to look for in a rewarded partner18:46 Working with rewarded networks21:56 How to spend a weekend in HamburgQuotes:(4:40-4:50) “We found after years of trying and testing that reward flows work the best when you can really engage your users for a long period of time.”(8:45-9:03) “Most rewarded networks prefer the games that have a higher IP share, mostly because it means you can leverage those reward flows way better. It's also a matter of how much money a gaming company can pay per user.”Mentioned in this episode:Yoni Nijboer's LinkedInexmox

Joshua Javaheri is the CEO and founder of Lucky Day, the mobile entertainment company behind games like Bingo Stars, Solitaire Royale, and Blackjack Royale. In this episode, Joshua shares his story and the strategies behind Lucky Day's success – from concept, creation, and the development of their flagship titles, to the hard lessons he's learned along the way.Questions Joshua answered in this episode:What inspired you to create Lucky Day?How long did it take to create your app?How do you find high-quality users and how do you keep them engaged?How do you collect customer feedback?And how do you work on improving your product?How are you reaching new audiences globally? Are you anticipating any challenges?How do you retain customers?How is Lucky Day leveraging technology to stay ahead of the curve?Looking back on college, did you think you'd be here now?What advice would you give kids interested in getting into mobile gaming?What's one lesson at Lucky Day that surprised you the most?Are there any books or people who have influenced you?Timestamp:0:57 Lucky Day's origin story3:30 Launching Lucky Day5:43 Presenting your app to keep users engaged6:51 How Joshua listens to customer feedback7:56 Keeping content fresh in mobile games9:24 Retention, retention, retention11:45 Thinking about the future15:51 Reflecting on the journey and mistakes17:00 Advice to aspiring mobile game founders28:20 Influencers to Joshua29:43 Offer to mentorQuotes:(6:12-6:23) “We try the best we can to give players a glimpse into all the awesome things they can unlock as they progress – but that's what it's all about. It's about continuously evolving the experience as a player progresses through their journey.”(10:12-10:18) “A player should never have an issue when they launch your product. It should always open as quickly as possible and be issue-free. Retention starts with quality.”(15:28-15:36) “If you give a customer something they love, people will spend money. It's not hard. It's more like building something they love that's hard.”Mentioned in this Episode:Joshua Javaheri's LinkedInLucky Day

Aaron Diaz is the Manager of Mobile User Acquisition at 2K, the American video game publisher behind NBA 2K, Borderlands 2, and other popular role-playing, sports, and strategy games. In this episode, Taylor quizzes Aaron on his keys to UA success across the big titles he's worked on over his career, including how he reached 10,000 users in less than 24 hours for the soft launch of a new game.Questions Aaron answered in this episode:Can you tell us about the game you recently did a soft launch for and some of its unique challenges for you and your team?What was your strategy to get 10,000 users within 24 hours?How would you approach reaching 10K users differently if you had a month?How do you work with other teams to determine the KPIs of success for any launch?What works with testing new channels?How do previous launches help inform future launches for different types of games?How do you define success in the very early stages of testing?Are you using AI to do anything at work today?What's something you wish someone would have told you about UA earlier in your career?Are there any new channels that you're thinking about?How do you keep up with the industry?Timestamp:0:53 Getting 10k users within 24 hours5:10 Aligning KPIs with other teams6:04 The key to testing new channels8:14 The best way to learn from past launches9:24 Defining success for game launches10:50 How are you using AI?12:04 Advice to emerging UA marketers13:21 Placing bets on CTV15:39 Staying on top of the mobile industry17:55 What Aaron predicts for 202521:08 What to do in the East San Francisco BayQuotes:(8:51-9:00) “At the end of the day, experience is the best teacher. You're not really going to learn a lot until you actually get your foot in the door running campaigns.” (12:09-12:13) “Don't put too much pressure on yourself and don't be afraid if you don't see results right away.”(12:31-12:47)  "UA is almost like gambling. You make an estimate of what's going to work for you. You don't necessarily have the answers 100% of the time, but using data, you can make the assumption that this campaign is going to work in the long run if you put a little spend on it."Mentioned in this Episode:Aaron Diaz's LinkedIn2K Games

As the founder and CEO of Yodel Mobile, an international app marketing agency based in London, Mick Rigby brings over 20 years of experience in the industry. In this episode, Mick shares his insights on the evolution of mobile marketing and his approach to today's greatest industry hurdles, from creative development and AI, to testing channels and diversifying your marketing mix. Mick also highlights the key challenges in retaining user engagement in the competitive app market and what he's looking forward to in 2025.Questions Mick answered in this episode:What's your perspective on the evolution of the mobile marketing industry over the last two decades?What are you seeing in terms of trends in creative styles?How is AI positively impacting your customer base?How do you think about diversifying ad spend for a customer? What portion of it is going to self-attributed networks and programmatic? And where do you see that changing in the future?How long do you give a channel before you pull the plug?What's your opinion on retention tactics?What predictions do you have for the mobile marketing industry in 2025?Timestamp:1:30 About Yodel Mobile4:00 The evolution of mobile advertising8:55 AI in creative development12:42 Strategies for diversifying ad spend14:39 When to pull the plug on a channel16:55 Mick's view on retention18:42 A look ahead at 2025Quotes:(5:05-5:27) “Millennials are opening 30-plus apps a day, and it's become an essential part of access to digital information and media support, certainly for that particular target audience; and then the older audiences, like myself, rely very heavily on apps now. So they've become integral to the way we live.”(7:34-7:46) “Now, creatives have become as important as perhaps they were 15-20 years ago in the digital environment, where the creative actually drives the compelling message to get people to download.”(10:49-11:08) “ We're seeing a lot of businesses start using AI to help with keyword metadata management for ASO. Now, I think it's a good way of short-cutting that process. The challenge though, is that a lot of the direction that AI takes us in is very similar for everybody.”Mentioned in this Episode:Mick Rigby's LinkedInYodel Mobile

Remerge presents Apptivate Live – a podcast filmed on stage at the recent App Promotion Summit in Berlin. This episode features Pan Katsukis, the CEO & co-founder of Remerge, and guest, Oğuz Ayar, who leads growth and user acquisition for Voodoo, a Paris-based developer of world-renowned apps and mobile games. In the chat, they cover how to set up and optimize your mobile ads for both UA and retargeting campaigns.Questions Oğuz answered in this episode:Tell us about your background with mobile games and non-gaming apps.What's a go-to framework that game and app developers can use to set up a UA strategy?How easy or difficult is it to get set up with an MMP?What's the next step after getting set up with an MMP?How do you figure out what budget you'll need for a specific advertising channel?What's your approach to optimizing ad campaigns?How do you integrate retargeting and what are you trying to achieve?Timestamp:4:00 Introduction to Oğuz Ayar8:30 Why you need an MMP13:46 Choosing channels for your UA framework17:17 The metrics that count21:25 Estimating budgets for testing channels23:50 Optimizing and testing creatives for mobile ad campaigns35:00 Considerations for retargetingQuotes:(8:31-8:47) “The bedrock of the whole operation, from the product to marketing to everything else, is going to be how you set up your data structure and business intelligence structure – and that's going to fall back down to what's your MMP.”(20:00-20:28) “My point is CPI has never been critical, really, especially as a target. As a metric itself, yes, of course, it is something that we need to keep an eye on. But, all that matters in the end is the value you're getting for every dollar you spend. And like I said, this is going to change based on what creatives you're using, campaign type, channel, etc."Mentioned in this Episode:Oğuz Ayar's LinkedInVoodooApp Promotion Summit - Berlin

In this special 200th edition of our Apptivate Podcast, co-host Patrick Eichmann interviews three of Remerge's regional directors in an insightful discussion about app advertising trends across EMEA, Japan & Korea, and INSEA. You'll learn about the regional differences and advertising trends across various app verticals. You'll also get regional insights on retargeting and mobile privacy from all corners of the world. This episode features Hide Cho, Regional Director for Japan and Korea, Kate Taganova, Director of Sales for EMEA, and Maria Latif, Regional Manager for INSEA.Questions guests answered in this episode:What app verticals do you mostly work within your region?What trends are you seeing for app businesses in your region right now?What have you learned about retargeting in your region?Is mobile app privacy viewed as an important topic in your region? What are people saying about it?Timestamp:1:54 Introductions to Remerge's regional directors4:21 Popular app verticals and trending topics in EMEA6:01 Popular app verticals and trending topics in Japan and Korea8:03 Popular app verticals and trending topics in INSEA10:30 Retargeting in EMEA13:13 Retargeting in Japan and Korea16:09 Retargeting in INSEA20:13 Mobile privacy in EMEA22:05 Mobile privacy in INSEA24:27 Mobile privacy in Japan and KoreaQuotes:(4:40-5:19) Kate - EMEA: “App businesses are constantly pushing boundaries to find cost-effective and efficient ways to re-engage their move valuable users, and there are also different goals for different verticals. For gaming, for instance, it's important to explore strategies to re-engage users post-install with a focus on maintaining engagement, building loyalty, and also increasing lifetime value.”(14:16-14:32) Hide - Japan & Korea: “What we sometimes see is a lot of collaboration. Let's say a specific game does a collaboration with an anime character, a Disney character, or even specific brands. During these collaborations, game developers want to really push their advertising spend, including retargeting.”(8.41-9.09) Maria - INSEA: "We've seen finance apps really taking off. One of the reasons for that is there is a big push across SE Asia for cashless payments, but we also see a trend in microloans as well. Micro loans are really cool in the sense that they actually empower underserved communities and businesses where traditional banking has not reached them yet."7.22-7.45 Hide - Japan & Korea:  "Before, we saw a lot of smaller, independent gaming companies publishing new games, and an app is a great way to access all different markets around the world. You develop a great game, put it on the Google Play Store and you reach users all around the world, but marketing it takes a lot of knowledge and financial muscles – so we've started to see this consolidation of gaming companies."Mentioned in this episode:Patrick Eichmann's LinkedInMaria Latif's LinkedInHide Cho's LinkedInKate Taganova's LinkedInRemerge

Questions John answered in this episode:If you were a marketing manager focused on creatives at an e-commerce brand, how would you get started using AI to produce ads?How do you think creative teams are evolving now that AI is here?Will there still be a need to work with humans in a world where AI can create ads on demand, and in what role?How is AI democratizing access to high-quality content for small and mid-sized brands?What AI tools do you recommend for marketers?How much should marketers be on top of new AI tools?Tell us about your time at Bluestacks.What advice would you give to someone trying to break into marketing today?Timestamp:0:58 John's background3:20 Footage engineering aka AI-generated imagery4:57 Getting started with AI for making ads7:26 Limitations of using AI for advertising9:38 Will AI take our jobs?12:43 The role of humans in AI-generated ads14:58 The value of AI for creating ads16:47 Recommended AI tools18:28 How much should marketers be on top of new AI tools?21:48 BlueStacks23:43 How to rise to the top27:47 What to do in Silicon ValleyQuotes:(4:05-4:26) “Yes, the AI orchestrates the script, the voiceover, the performance framework, the footage with the supers, the music – but it needs good ingredients to work with to make the sauce. So, if you can actually engineer footage – particularly with people and products in the frame together (because that's hard to shoot at scale),  it would be a complete game-changer for the marketing industry.”Mentioned in this episode:John Gargiulo's LinkedInAirpostReady SetSleepless

Questions Drew answered in this episode:How do you go about data analysis and storytelling?Are there data points or topics you like to dig into that are often overlooked?Sometimes the results of internal models don't match. What do you do when there are inconsistencies?What advice would you give to new managers?Timestamp:1:30 Drew's background4:57 What is Varo Bank?7:00 Pivot tables for storytelling8:28 How to present your story12:30 Choosing the right segments to focus on18:12 When data is inconsistent22:16 Drew's approach to leadershipQuotes:(14:33-14:44) “The value of retrospectives is you run a whole campaign and then you break apart everything to find out what the clear wins are.”(22:22-22:26) “Leadership is a privilege – not a right. Employees are your greatest resource.”Mentioned in this episode:Drew Hampton's LinkedInVaro Bank

Questions Josh answered in this episode:How big is the mergers & acquisitions marketplace for mobile apps?What advice do you have for app developers at an inflection point with their business where they're not meeting their goals?What categories are BlueThrone's strengths?What can app developers do to increase their odds of being discovered by an acquisition company?How do you evaluate an app to determine if you want to acquire it?What should founders and developers be cautious about when talking to app buyers?Timestamp:1:24 Josh's background and a little about BlueThrone4:40 The mobile app M&A marketplace5:47 BlueThrone's value proposition7:05 What can acquirers do for app developers11:17 How to be discovered by an app acquisition company14:15 What are app acquisition companies looking for in an app17:43 Red flags for app buyersQuotes:(14:20-14:28) “A good litmus test is to see how much of your traffic is organic. If you can sustain the business based on its organic traffic, that really signifies product-market fit.”(15:32-15:46) “A really good piece of advice I often give founders is don't be shy about the stuff that's not working. You can very much tell the potential acquirer about it. But the winning formula is to present a game plan on how you're going to solve that.”Mentioned in this Episode:Josh Peleg's LinkedInBlueThroneemail: josh.p@bluethrone.io 

Questions Toby answered in this episode:Can you tell me about a significant but small win from your early days as a launcher?When did the advertising component of DoorDash's business begin?What role did you play in DoorDash's transition to including non-restaurant categories in your platform? And how does the advertising strategy differ?Can you tell us about a key challenge you faced? Or which milestones you're most proud of?Are there any trends or new initiatives that you see shaping DoorDash or the DoorDash advertising platform in the next few years?Timestamp:0:38 Toby Espinosa's background at DoorDash1:36 DoorDash's founding story & Toby's first big win9:09 Building DoorDash's advertising CPA model18:54 Expanding into non-restaurant categories22:09 DoorDash's newest ad solutions23:33 DoorDash's challenge and opportunity29:28 How to invest in the future31:51 Best of San FranciscoQuotes:(9:40-9:56) “So we started by building a discounting platform that allowed any one of our restaurant partners to discount an item and target specific outcomes, whether it's a first-time user, a lapsed user, etc.”(20:05 - 20:16) “We want to bring consumers a relevant piece of content, and we might also bring them a promotion or discount to help increase the conversion rate of that sale.” (23:31 - 23:49) “The way we look at this space is that we were founded on a very simple principle – to help local economies grow. We are probably about two or three percent into that journey.”Mentioned in this Episode:Toby Espinosa's LinkedInDoorDashDoorDash unveils new platform for enterprise restaurantsDoorDash adds new capabilities for CPG partners

With so many factors to consider when bringing an app product to market, where should growth marketers focus their time and attention to maximize return on investment? To answer this question, Remerge host Taylor Lobdell interviews Kevin Kawai, a seasoned growth marketer with over ten years of experience. In this episode, Kevin shares key growth marketing tips on no-cost growth tactics, waitlist campaigns, lifecycle and paid user acquisition, optimizing onboarding, driving virality, paid advertising, performance metrics, and where growth marketing is headed with AI. Kevin is the Lead Growth Marketer at NewsBreak, a news app for current events, news, and weather alerts for your local community.Questions Kevin answered in this episode:What are some universal growth strategies that apply across the board of the different verticals you've worked with?What do your weekly or monthly goals look like for NewsBreak?You handle B2B and the lifecycle marketing for users. What strategies do you find more effective for managing both sides of the equation?What are some key tactics you use to make sure people stay with your app?What tips would you give someone who is trying to break into growth marketing? What background do they need to have?How do you help boost signups, execute waitlist campaigns, and ultimately, conversion rates?How are you marketing to get B2B advertisers on NewsBreak?What's your favorite go-to growth strategy?How do you think growth marketing is going to change in the near future with all these AI tools?How do you gauge the interest of users with a new feature?How do you encourage someone who uninstalls your app to complete a survey?Can you talk about balancing short-term tactics with the long-term view of unit economics when scaling an app?Timestamp:0:53 Kevin's background2:58 Kevin's role at NewsBreak5:18 Tips for successful onboarding7:04 Breaking into growth marketing8:59 Implementing “waitlist” tactics10:53 B2B marketing for NewsBreak's ad platform11:57 Tools and resources for go-to-market strategies14:18 How AI will impact growth marketing17:38 Where to focus your attention19:30 Success with user surveys21:40 Balancing short- and long-term goals for scaling23:53 Where to go in the South Bay of SFQuotes:(2:17-2:33) “I think one of the bigger misconceptions with early-stage organizations is that they try to achieve results in an immediate fashion, but a lot of these growth tactics tend to be more long-term projects.”(12:05-12:19) “I've seen a lot of go-to-market strategies come from AI these days. And I think from the AI perspective, it probably gets you about 50 percent of where you need to be for a full strategy.”Mentioned in this episode:Kevin Kawai's LinkedInNewsBreak App

In this live edition of the Apptivate podcast, Remerge CEO and co-founder, Pan Katsukis, interviews the Vice President of DoorDash Ads, Toby Espinosa, about the company's advertising journey – live on stage at the App Growth Summit in San Francisco. DoorDash is now one of the largest marketplaces in the world for delivering food, goods, and more, generating over 80 billion in Gross Merchandise Value (GMV). Hear about their humble beginnings in Palo Alto, how they flipped the paradigm for helping restaurants and small businesses to grow through their advertising platform, and where they are today with their retail media network. Questions answered in this episode:Can you describe your role at DoorDash and how it evolved?Do you provide tools outside your platform?How do restaurants budget for advertising on social media with DoorDash?How do retailers tap into DoorDash's ad tech?How was the process of building your advertising technology?What's a trend in mobile you see working well?Timestamp:1:37 The evolution of Toby's role at DoorDash4:30 DoorDash's beginning7:30 Advertising that works for restaurants9:37 Digital tools for your growth inventory13:44 Payment-withholding for advertising vs CPA15:08 Building business for retailers17:40 Mindset to build an ad tech empire21:05 Understanding your value propositionQuotes:(5:40-5:53) “When we started, that was the whole idea: to provide the delivery service so that these restaurants on Main Street and every small business can grow. So our founding principle was growth.”(9:38-9:51) “We have a perspective within DoorDash that the best businesses are layer cakes, and they're built over time. And the way you build that layer cake is by basically continuously asking your customer what they need in order to be successful.”Mentioned in this Episode:Toby Espinosa's LinkedInDoorDash

How do you know you're on the best path to growing your app? Michelle Murcia, the Head of Growth at Storybeat (a comprehensive image-editing app for social content), unpacks this question for mobile marketers. Michelle discusses the stages, frameworks, and methodologies that she considers essential for driving growth and revenue on mobile.Questions Michelle answered in this episode:Can you tell us about your role as Head of Growth at Storybeat? And what does your typical day look like?How do you find your target app users (content creators and businesses)?What's your approach to managing the lifecycle of each user and identifying growth opportunities?What is your North Star metric?What skills do you think are crucial for working in mobile marketing today?What trends do you see shaping the future of mobile marketing, especially for smaller companies?Timestamp:1:00 What is Storybeat?1:32 Michelle's role as Head of Growth3:53 Attracting content creators5:48 Identifying growth opportunities15:00 Defining our North Star17:00 How to become a mobile marketer19:20 Trends in growth marketing strategy23:38 What to do in Barcelona & ColombiaQuotes:(7:20-7:40) “You need to identify the stage of growth that your company is in before you can start to create the [growth] strategy. In terms of growth, there are normally three different stages: the discovery stage of the startup, the optimization, and when it's more mature, to scale it.”(15:19-15:39) “A North Star metric is a metric that needs to meet at least three requirements: The first one is that it needs to help show you the value of your product to the user; second is to, of course, measure the happiness of the user; and third, that it brought revenue.”Mentioned in this Episode:Michelle Murcia's LinkedInStorybeat

Could streaming be the next big channel for mobile marketers? Peter Hamilton, Head of Ad Innovation at Roku believes it will be. In this episode, he chats with Taylor about how action ads work on Roku – where viewers can place orders or download an app directly from their TVs. He also discusses their newest product for advertisers called ‘Roku Ads Manager'. Targeting and measurement with CTV just got a whole lot better. Tune in to the episode and find out how.Questions Peter answered in this episode:What does Head of Ad Innovation mean? And what innovations are happening at Roku?How do you make the ads relevant to the viewer?How do action ads work? And what impact have you seen from allowing viewers to place orders directly from their tv?Is there anything besides the action ads that makes streaming such a powerful advertising channel?Who is your ideal customer to be using this product?What can't I miss on a weekend trip to Seattle?Timestamp:1:02 Peter's background4:35 Solving the ‘discovery' problem with streaming6:00 Ad innovation at Roku7:25 Targeted capabilities with streaming8:45 Action ads on tv13:00 Roku Ads Manager17:07 Who is Roku Ads Manager for?20:36 Creatives for CTV27:06 A weekend in SeattleQuotes:(17:48-18:12) “Whether you're trying to drive downloads, gameplay or mobile subscriptions, Roku Ads Manager is valuable from a targeting and measurement standpoint. We want to prove the value and ROAS of CTV.”(20:36-20:40) “CTV is the next frontier for the growth hacker to solve.”(22:34-22:47) “The number one thing that impacts CTV is your creative. Does it get someone to lean forward and press ‘okay' on the remote? Does it get them to pull your website up on their phone or download your app?” Mentioned in this Episode:Peter Hamilton's LinkedInRoku Ads ManagerPeter Hamilton's Instagram

When Alex Song had to fold a business due to the signal loss from the post-iOS 14 changes in digital marketing post-iOS 14, he set out to solve this problem. In this episode, Taylor interviews Alex about that solution – an AI-powered data intelligence platform called Proxima. You'll learn how the platform leverages anonymized first-party data to help digital brands access new customers, lower their acquisition costs, and increase their ROAS. He also shares poignant advice to professionals wondering if they should be taking more risks in their career path. Alex is the CEO and Founder of Proxima. Before launching Proxima, Alex founded three direct-to-consumer businesses, after working a decade as an investment banking analyst.  Questions Alex answered in this episode:What is Proxima and why did you start it?Where are you getting your data? And what are you doing with it to make CPAs lower and ROAS better?How did you manage to solve the loss of signal post-iOS14?How do you think the most successful mobile marketers are getting in front of the right customer at the right moment, without a ton of data to rely on?How do you think about attribution and measurement?What do you think the future looks like for AI-powered marketing platforms?Does your platform work with Android, too?Timestamp:0:50 What is Proxima?2:25 Alex's background8:00 How does Proxima work?12:54 How most marketers are solving for signal loss14:51 Attribution and measurement16:15 Testing audiences and creative concurrently17:10 The future of AI-powered marketing tools19:32 How to test if Proxima would work for you22:15 Career advice & accelerated learning28:47 What not to miss in NYCQuotes:(13:50-14:16) “What we are really focused on is how people can be empowered to test audiences the same way they feel they can test creatives.”(27:34-27:49) “I think the main difference in my learning curve really came from the speed at which I was willing to be wrong and then to learn from it.”Mentioned in this Episode:Alex Song's LinkedInProxima

Getting mobile games in front of new users on Google, Meta, and other large advertising networks has become increasingly challenging, with more competition than ever before and the high-cost impact of seasonality. In this episode, Sylvain Etard, the Senior Gaming Growth Manager for Tilting Point (the leader in free-to-play games), shares how he manages this challenge by working with alternative vendors and channels, such as Demand-Side Platforms (DSPs), CTV, and rewarded ad networks. Questions Sylvain answered in this episode:What's your role at Tilting Point?What's the problem with solely relying on the big players for app growth?How do you solve these UA challenges?Why is CTV the most difficult network to get into?How do you go about onboarding these new networks?How do you measure the LTV of these new channels?What KPIs should we be looking at besides ROAS?What percentage of the budget do you recommend going to the big players versus testing these other networks?How do you stay current with these different strategies?What types of things are you looking for in a new vendor?When do you decide to stop working with a new vendor?Timestamp:0:46 Sylvain's role at Tilting Point2:01 Challenges of marketing your games on Google and Meta3:53 Finding new partners to market with5:00 Marketing your mobile game with CTV6:11 Getting started with new networks6:45 Predicting LTV with new channels8:47 Distributing your marketing budget9:46 How Sylvain stays up to speed with the latest trends11:04 Shopping for a new vendor12:19 Deciding when to stop with a new vendor13:02 Tips for getting into the mobile game marketing industry14:00 Challenges with retargeting16:29 Rewarded platforms18:15 Cross-promoting games21:12 What to do in BarcelonaQuotes:(7:01-7:16) “A good way to do LTV predictions for a game is to look at Day 7, Day 14, depending on your game, and the LTV and retention you have. If you have really good LTV but lower retention than other games, it should be a red flag.”(11:04-11:20) “What I'm looking for in a new vendor is reliability. Having a lot of LinkedIn messages, we cannot always rely on whatever the vendor says. So the MMP benchmark and MMP index is a good source of reliability because if competitors are spending there, there's a reason.”Mentioned in this episode:Sylvain Etard's LinkedInTilting Point

Richard Eiseman is the Marketing Tech Operations Specialist at DraftKings, one of the world's biggest fantasy sports betting companies. Richard focuses on ad tech operations including, tracking, attribution, and driving DraftKings's privacy attribution strategy. In this episode, Richard shares his perspective on the current landscape of ad attribution. He touches on Apple's AdAttributionKit, learnings from early tests of SKAN 4, the possible end of fingerprinting on Apple devices, and a whole lot more! Questions Richard answered in this episode:What is your role at DraftKings?How is the current landscape of ad attribution?How are you staying on top of all the changes with ad attribution?Why do marketers need to account for the differences between various types of ad attribution?What are the main differences between Apple's AdAttributionKit and SKAN?What high-level learnings can you share about your tests with the early versions of SKAN?How do you work with your Mobile Measurement Partner?What's your take on Apple's Privacy Manifest announcing it would stop fingerprinting?Is your job easier on the Google side of attribution with their GIDs?What do you think ad attribution will look like in five to ten years?Timestamp:0:33 Richard's role at DraftKings3:03 Current landscape of ad attribution4:35 Testing incremental attribution at DraftKings7:42 What is Apple's AdAttributionKit?10:30 How is it different from SKAN?13:30 Learnings from early tests of SKAN 4.016:43 How do you work with your MMP?17:23 Will Apple remove fingerprinting?19:50 Google's marketer-friendly approach to attribution22:02 Advice for staying on top of the latest changes24:40 What to do in NYCQuotes:(5:38-6:03) “We have our own incrementality testing method at DraftKings where we try to weigh the actual output of everything – not from taking SKAN or Android-deterministic data or web data at the base read-out, but by really trying to measure what percent of the initially reported conversions or KPIs occurred based on that advertising alone.”  Mentioned in this episode:Richard Eiseman's LinkedInDraftKingsAdAttributionKit

Questions Roy answered in this episode:What is AppsFlyer and what do you do for them?Can you define ATT for our listeners?How can mobile marketers increase user opt-in rates?Why do you think opt-in rates are increasing?What have you seen on the ad spend side since these shifts?Can you talk about Remerge and AppsFlyer's test of the Protected Audience API (formerly known as Fledge)?How do you see Apple's new AdAttributionKit changing marketing, especially with re-engagement?How do you keep up with everything?What should product managers be testing?Can you define media mix modeling and how you're thinking about it at AppsFlyer?How does AppsFlyer think about privacy?Timestamp:0:38 Intro to AppsFlyer and Roy1:38 Defining App Tracking Transparency (ATT)5:20 Opt-in rates since the launch of ATT6:00 Why is opting-in catching on?7:30 Effects on ad spend8:54 Google's solutions to its depreciation of GAIDs10:02 How does the Protected Audience API work?11:28 What does AdAttributionKit change?12:50 Roy's secrets to staying on top of the latest changes13:55 What should you be testing?15:15 Why AppsFlyer?17:15 How to break the ceiling in your career19:49 What is Roy excited about?21:50 Media mixed modeling defined27:38 AppsFlyer's approach to privacy29:13 How to spend a weekend in Tel AvivQuotes:(5:20) “We've seen surprising results. Opt-in rates since ATT started around 20% but have gone up over time. I think this has gone up to around 40% consent across the app ecosystem.”(10:15-10:46) “In the end, the idea behind the Protected Audiences API is that we can manage cohorts of users that you would want to perhaps re-engage later on the device. So every user can be registered within their own device to different cohorts, which can later be accessed by targeting ad networks on different publishers – and all of it without sharing a single identifier across the web.”(11:46-12:18) “Apple only took care of measurement, which is SKAN 4.0. AdAttributionKit is just an advancement of the measurement use cases. There is no remarketing solution by iOS. One can only hope. And actually, they did introduce retargeting measurement with AdAttributionKit, which might give us a little bit of hope that retargeting tools are to follow.” Mentioned in this Episode:Roy Yanai's LinkedInAppsFlyerEp183 Pioneering on-device bidding for the Android Privacy Sandbox (Google, Verve Group, Remerge)

What is media mix optimization and how do you do it well? Find out as Remerge host Patrick Eichmann chats with an expert on the subject. Paul Kovalski leads growth marketing for Self Financial, a fintech company with a mission to help people build credit. With a multi-channel media mix of TV, paid social, paid search, affiliates, and more, Paul brings useful insights to mobile marketers on maximizing their media mix. Questions Paul Answered in this Episode:How do you approach your media mix at Self Financial?How do you allocate your budget to each channel?What criteria are you thinking about when considering new sources of traffic?How do you approach creative optimization?How do you develop different creatives for different personas and products?Any other best practices you'd like to share?Timestamp:0:46 Paul's background1:55 What is Self Financial?2:53 Targets for optimizing your media mix4:58 Budget allocations for each channel7:00 Considerations for new sources of traffic9:00 Creative testing for optimizing your media mix13:54 Mindfulness exercise for marketersQuotes:(4:13-4:25) “I don't think there's any source of truth in data. Some media mix modeling tools would tell you otherwise, but it's very much an art and science to determine how to spend your budget effectively.”(8:16-8:34) “When launching a channel, I expect to see some craziness in the first couple of weeks. Once things settle, that's what I take as the baseline for that channel.”(9:00-9:12) “Creative production and optimization is one of the most important levers in optimizing media mix, particularly because the job of the media planner has changed so much over time.” Mentioned in this Episode:Paul Kovalski's LinkedInSelf Financial, Inc.

In this episode, we speak to Diego Salazar, the Paid Media Lead, and Daniela ‘Dani' Aschentrupp, the Ad Ops & Acquisitions Lead, at DiDi, one of the world's biggest mobility and food delivery apps. Get a full-funnel perspective with best practices for re-engaging lapsed users and top tips for acquiring new ones. This episode also covers creative strategies and how to measure the effectiveness of your campaigns, along with a round-up of what to do in Mexico City!Questions Diego and Dani answered in this episode:Dani, what's one story about mobile marketing you have to share with our listeners from a global giant like DiDi?How do you measure brand campaigns?Diego, can you give us some tips on creative strategy for re-engagement?Do you have any favorite call-to-actions for re-engagement on the creative side?Dani, what are your tips for UA creative strategies?What best practices do you have to share about measurement for UA and retargeting?How do you re-engage dormant users?What are some of the biggest challenges you face when marketing to your customers?What predictions do you have for the Google Privacy Sandbox?What should I see in Mexico City?Timestamp:0:53 Intro to DiDi and the guests2:12 Measuring the effectiveness of brand campaigns6:03 Creative strategy tips for re-engagement7:58 Creative strategy tips for UA9:40 Measurement best practices for retargeting13:26 Re-engaging lapsed users incrementally14:51 What problem are you solving for your user?17:25 Marketing challenges20:28 Why a full-funnel approach to attribution is better22:00 Predictions for Google's Privacy Sandbox24:17 What is there to do in Mexico City?Quotes:(6:40-6:53) - “Regarding creatives, it's very important to keep an updated pipeline with different ideas that you can continuously test to identify the top-performing message.”(8:11-8:32) “You already know what works [for your creatives]: good incentive, good value proposition, and clear messaging. I would say stick to that. Stick to what works. Once you figure out what works for you, it's time to test more on the placement side. Compare video versus banner versus rich media, and so on.”(14:55-15:07) “You have to clearly understand what it is that you are solving for the user. When you come from that mindset, I think everything else falls into place.”Mentioned in this Episode:Diego Salazar's LinkedInDaniela Aschentrupp's LinkedInDiDi

Apptivate's newest host, Taylor Lobdell, interviews Thomas Kriebernegg, the co-founder of App Radar, an App Store Optimization (ASO) platform. They talk about how mobile marketers can use generative AI to reduce production time, improve the outcomes of their ASO efforts, and elevate their paid user acquisition (UA) campaigns. Listen now for more details.Questions Thomas answered in this episode:What is app store optimization?How can smaller apps compete with big brands on ASO?How can mobile marketers use AI for ASO?What is paid UA?How are you bringing in AI to help with paid UA?Where should marketers start with using ChatGTP, or generative AI?Where do you see AI going in the near or distant future?Timestamp:1:08 Thomas's background2:21 What is app store optimization? (ASO)4:18 Fierce competition on the app store6:50 Using AI for ASO10:42 Why use paid UA?12:30 Using AI for paid UA15:00 Getting started with ChatGTP16:30 The limitations of AI17:58 The future of AIQuotes:(12:30-12:47) “From my point of view, one of the big underlying topics that AI enables is what I would call ‘mass-customization.' This means that instead of running one ad and trying to make it perfect for everyone, you can run 10 ads for 10 different target audiences.”Mentioned in this episode:Thomas Kriebernegg's LinkedInApp RadarSplitmetrics

This week, we bring you an episode from Singular's Growth Masterminds Podcast about what targeting and retargeting will look like for mobile marketers on the Android Privacy Sandbox, featuring Luckey Harpley (Remerge's Principal Product Manager), Omri Gal (Singular's Head of Privacy), and host John Koetsier. Learn about the initial testing and campaigns that Remerge has run with Singular's new SDK for the Sandbox's Protected Audiences API – and find out what to expect when the rollout takes place.Questions answered in this episode:What is the Protected Audiences API?What's the function of the protected apps signal API?How is this related to the Topics API?How will targeting work with the Privacy Sandbox?How will retargeting work with Privacy Sandbox?Tell us about Singular's testing of the Privacy SandboxHow does retargeting work when user data stays on the device?How can app marketers prepare for this?Timestamp:1:25 What's new with the Privacy Sandbox?3:46 What is the Protected Audiences API?5:15 How does the Protected Apps Signal API work?6:30 Is it a better Topics API?10:56 What will targeting look like with the Privacy Sandbox?12:45 What will retargeting look like with the Privacy Sandbox?17:20 Testing Singular's SDK with the Privacy Sandbox23:00 How retargeting can work with on-device data24:20 How can mobile marketers prepare for the Privacy Sandbox?Quotes:(3:47-4:00) “The Protected Audiences API started off its life as an API focused on solving the retargeting problem, but it's become a lot more than that. I think remarketing will, in the end, be a small part of it.”(23:00-23:26) “It's not that all information lives on the device, but rather, all the information that can track a user across apps lives on the device. So our advertisers will still be able to track with their MMP partners. They just won't know which users are in app A, B, C – but they'll still know what users are doing in app A – and what they're doing in app B and C. They just won't be able to connect them together.” Mentioned in this Episode:Singular's Growth Masterminds PodcastLucky Harply's LinkedInOmri Gal's LinkedIn

How will mobile demand-side platforms (DSPs) and supply-side platforms (SSPs) bid on and sell ad placements via Google's Privacy Sandbox for Android? Find out as Remerge's CEO and Co-founder, Pan Katsukis, interviews Verve Group's Head of Mobile Product, Gaylord Zach, and Google's Android Privacy Sandbox's Product Manager for the Protected Audience API, Trenton Starkey. Mobile advertisers and publishers can learn about the all-new on-device auction system, how it works, and how they can prepare for the rollout of the Android Privacy Sandbox.Questions Answered in this Episode:What is Verve Group's approach to the Privacy Sandbox? And what led you to become one of the first SSPs in the industry to test the auction system?How is early testing of the Protected Audience API going?Can you describe the on-device bidding test between Verve and Remerge?How did the test work? What challenges were there in the implementation and testing? How are you solving these challenges?How can advertisers and publishers prepare for the rollout of Android's Privacy Sandbox?Timestamp:0:26 Today's Topic: Privacy Sandbox1:22 Meet the Guests: Trenton Starkey and Gaylord Zach2:16 Verve Group's approach to Privacy Sandbox5:28 Why Google is collaborating with the industry to build the Privacy Sandbox10:27 The importance of early testing of Android's Protected API12:55 Recap of Verve and Remerge's on-device bidding test20:09 Next steps: What's changing for publishers and advertisers?33.48 Final thoughtsQuotes:28:26 - Pank Katsukis: ”These milestones for the Privacy Sandbox are the foundations for setting up, running and scaling campaigns in the privacy-first era.” 31:40 - Trenton Starkey: ”Now is the time to work on our privacy-focused solutions. It's a great opportunity to rethink how advertisers and publishers can keep delivering great experiences.” 34:56 - Gaylord Zach: ”By having powerful technologies at hand, we can really develop advertising products that allow us to reach the right audiences.”Mentioned in this Episode:Pan Katsukis's LinkedInRemergeGaylord Zach's LinkedInVerve GroupTrenton Starkey's LinkedInWhat is the Privacy Sandbox Protected Audience API?

Amadeus Norén is the Director of Product Marketing at Amity. Amity's platform provides customizable SDKs for every social feature imaginable so that app-based businesses can launch, grow, and monetize their in-app social community. In this episode, you'll learn how to leverage this community, and why not doing so could be a missed opportunity for your brand.Questions Amadeus Answered in this Episode:Why should businesses consider moving away from social media platforms to build their communities within their apps?Why is it important for apps to own the user data of their social network?How can apps monetize their in-app communities?How can you use the customer feedback collected from the conversations of your in-app community?Does Amity's platform address the challenges companies are facing right now?What does your day-to-day look like when marketing Amity's products?Can apps track revenue or user engagement generated from within their in-app community?Timestamp:0:49 Amadeus's background1:27 What is Amity?4:32 The decline of Facebook group organic reach5:43 Why build your community within your app?7:44 How to monetize your in-app community9:17 Use cases for collected customer feedback11:40 Amity's AI tool14:24 Marketing Amity's products17:13 Evaluating the performance of Amity's platform19:17 User expectations for social networks22:23 What's Amadeus excited about in the futureQuotes:(4:42-5:01) “Ten years ago, your organic reach for a Facebook page was 20 to 15 percent. Currently, the organic reach for all of the following that you've built up on your Facebook page is one percent. So in order to reach your audience, you now need to pay for ads to reach those people.”(9:37-9:46) “You can take all of the data from conversations that are happening in your in-app community, analyze it with AI, and make smarter decisions for the future.”Mentioned in this Episode:Amadeus Norén's LinkedInAmity

Catherine Perloff is the platforms reporter at Adweek, an American publication covering news related to the brand marketing ecosystem. In this episode, Catherine gives us the latest news on what's happening within the murkiness of cookie depreciation and the advertising industry's no-ID world. She also discusses emerging trends from AI-powered media buying to retail media and more.At Adweek, Catherine focuses on how media buyers and brands spend their marketing budgets, what channels are most effective for them, and what struggles they encounter in buying the best media to reach the right audience. She also covers how publishers monetize effectively with digital marketing tools. Questions Catherine answered in this episode:What does ‘platforms' mean from the perspective of a marketing reporter?What's the feedback from the industry on Meta's AI-powered Advantage+?Besides the impacts of privacy, what other trends do you foresee happening this year?How do you stay up-to-date on what's happening in the marketing space?Timestamp:0:52 Catherine's background4:39 Unpacking the platforms7:33 ATT's impact on Meta for advertisers11:00 The scoop on Meta's AI-powered Advantage+13:46 What's happening in the no-ID world15:45 The future of AI-driven media buying17:10 Retail media and connected TV21:25 ID bridging: shady business?25:44 ResourcesQuotes:(7:39-7:59) “I think that there was a mindset that you could build a whole business on Meta, like that would be your main channel – and after ATT, I think a lot of businesses, especially DTC brands, realized they had to diversify.”(15:01-15:20) “The purveyors of premium inventory are always going to say that high-quality inventory will be performative. I don't think that's true, but it's definitely harder to prove. It's often said that if you can't track it, it's branding.”(16:47-17:07) “AI is being used for creativity in the advertising space. Is generative AI going to replace creative agencies? Is it going to replace copywriters? It poses a real existential threat to media agencies if more of the technology is doing the decision-making.” Mentioned in this Episode:Catherine Perloff's LinkedInEmail: catherine.perloff@adweek.comTwitter (X): @catherineperlo1Adweek

Janos Perei is the Head of Growth for SYBO Games, the mobile game developer responsible for Subway Surfers, one of the most downloaded mobile games on the planet. In this episode, you'll learn how SYBO is navigating privacy regulations in the U.S. and Europe and the importance of working cross-functionally with your teams. Before joining SYBO, Janos worked for Voodoo and Socialpoint. Questions Janos Answered in this Episode:How is SYBO approaching user data privacy?What data points do you still rely on in performance marketing related to user privacy?How do you communicate your privacy policy to your users?How do you come together internally to discuss the business's approach to privacy regulations?How are you using some of that data to inform your decisions without operating in a grey area?Timestamp:1:10 Janos Perei's background3:28 SYBO's approach to privacy5:24 Communicating consent with users9:22 Setting up our internal teams around privacy13:08 Short-term pains for long-term gainsQuotes:(3:42-3:56) “As human beings, we value our privacy – so we also value the chance to safeguard and decide how our users' data is used. Coming from this mindset has been our guiding principle from the very beginning.”(6:08-6:25) “We try to put compliance first –  so if a user doesn't consent, we might not even initialize certain SDK systems and certain technical tracking infrastructure, to make sure we can safeguard the privacy of the user from the get-go.”Mentioned in this Episode:Janos Perei's LinkedInSYBO Games

Gokce Oguz is the co-founder of Playable Factory, a Turkey-based company creating playable ads for gaming studios and brands with apps. Patrick interviews Gokce to learn all about playable ads for gaming studios and brands with apps. Find out what types of games or brands playables work best for, which types perform the best, when to iterate on your ads, and what the future of AI holds for creatives in mobile marketing. Questions Gokce answered in this episode:What types of gaming studios are using playable ads? And is there a distinction between the types of playables being used and the subcategories of the gaming studios?What makes a playable ad perform well, or not?How much should advertisers be iterating on their playable ads?Is there a difference between gaming studios and non-gaming studios when using these creative assets?What's your viewpoint on the future of AI and creatives in mobile marketing?Timestamp:1:59 What does Playable Factory do3:43 Who uses playable ads6:12 What contributes to a well-performing playable ad9:07 When to iterate on playables10:40 Using playable ads for gaming apps vs non-gaming apps13:01 The future of AI and creatives in mobile marketingQuotes:(3:45-4:00) “Mostly casual game publishers and hyper-casual game publishers are using playable ads, but for publishers that have more mid-core games or role-playing type of games, it's a little bit harder to use them.”(4:08-4:20) “The brands and apps running campaigns in SDK Networks are the ones mostly using playable ads because they are performing the best in those ad networks.”Mentioned in this Episode:Gokce Oguz's LinkedInPlayable Factory

Günay is the co-founder of Gamelight, a user acquisition platform for app developers and a game and app recommendation platform for users. Gamelight's success can be attributed to its powerful AI algorithm. Learn how UA managers are leveraging tech to pair users with mobile games that they'll love.Questions Günay Answered in this Episode:How does Gamelight work?What technology are you leveraging to run your platform?Has Gamelight had this technology from the start?What is your background and how did you come to start Gamelight?What have you learned from building this AI algorithm?How does that change the role of a UA manager?What have you seen that works really well for the games that advertise on your platform?How do you convince games to advertise on your platform?How do you acquire users to your recommendation platform?What do you see coming ahead in the industry?Timestamp:1:53 What is Gamelight?3:27 The AI technology behind Gamelight6:58 Günay's story9:18 What we've learned from building our AI algorithm11:23 The role of the UA manager15:27 What draws publishers to advertise our platform?17:23 How our recommendation platform works21:38 How I become a mobile gamer24:52 What's aheadQuotes:(5:08-5:27) “We let the algorithm decide because it's way more granular and can analyze more data points than a human. This is how it brings much better UA results for our advertisers because it can pick every single user that could be the best fit for them instead of taking average gender or age for users.”(13:04-13:13) “[Humans] are more creative. They can have better ideas on what to do and how to plan UA campaigns in a more strategic way.”Mentioned in this Episode:Günay Aliyeva's LinkedInGamelight

As part of our Women in Mobile series celebrating Women's History Month, Maria Lannon from Remerge talks to Lana Dubinskiy, an AI product advisor and a co-founder of Women and AI. Women and AI is an initiative highlighting women working in the field of artificial intelligence and providing relevant industry news. It was created so that women could help each other shine within this male-dominated sector of the tech industry.Questions Lana answered in this episode:How did you end up in product advertising? Did you have a mentor?Did you ever feel intimidated to speak up?How have you been able to get other women to join?Are there certain resources that you gravitate towards that have helped you?How do you prioritize your day to stay on top of things? How do you prioritize your “you” time?What is the best piece of advice you've received? And what is the worst?Timestamp:2:27 Lana's background4:02 Getting into male-dominated professions5:57 Data points: How to speak with confidence7:18 The creation of Women and AI9:00 Get involved with Women and AI11:40 Growing is uncomfortable14:40 Staying on top of AI news18:25 Compartmentalizing clients as a consultant21:46  Work-life balance24:52 The worst and best adviceQuotes:(4:26-4:36) “I see a lot of people get to a certain level and they feel like they just want to be on top of the mountain by themselves. I think it's so important, as women, to give back to our community and mentor other women.”(8:00-8:23) “We went to conferences and there were only a few women there. We could have spoken at the conference – we had more knowledge than the presenters there. So it was very disheartening. We felt like this is something we can do: We can highlight other women. We can show boss ladies, CEOs, that are working in the AI space, dominating it, and really making an impact.”Mentioned in this Episode:Lana Dubinskiy's LinkedInWomen and AIWomen and AI Podcast

It's difficult to find female talent in the tech industry, and it's a real problem. Apptivate's Women in Mobile series is back this March to celebrate Women's History Month and to discuss how to close the gender gap in our industry. In this episode, Maria chats with Laura Schwarz, Airship's Senior Director of Sales for EMEA, who joined a handful of other female tech leaders in launching a program that invites young girls and boys to learn about different jobs within tech companies. To date, the NOW+NEXT program has reached over 6,000 young girls throughout the UK with plans to expand to the U.S.Questions Laura Answered in this Episode:What led you to where you are in your career today?How do we encourage women to break into our industry?What has excited or inspired some of the girls who've gone through our internship?Can you tell us about your career story and also introduce Airship to our listeners?What makes you excited to be working in your current role?Do you have any advice for our listeners?Timestamp:1:10 Laura's background5:10 The effect of “bro culture”6:50 Women are still underrepresented in tech8:09 Introducing tech careers to girls14:30 NOW+NEXT16:10 We won't want men “out of the room”18:12 What helps get young people excited about tech careers?21:42 About Airship and Laura's role26:55 The forefront of innovation29:28 Career advice for young listenersQuotes:(8:40-9:03) “I get 50 applications from male candidates and one female. How is that? Where are the women applying for jobs? This is a real problem, and we have to find a solution to that.”(15:15-15:30) “I think that's what a lot of women in different areas of business and research are doing – they're paving the way and they're always asking, ‘What's next?' We're not satisfied with the status quo.”Mentioned in this Episode:Laura Schwarz's LinkedInNOW+NEXT Program

Sometimes e-commerce apps will notice changes in user behavior that correlate to the time of year. What can app marketers do to incentivize their users to take action during these periods? Find out in this episode of Apptivate's e-commerce series, featuring Seif Hassan, the Senior Performance Marketing Manager for the inbound unit at Momox. Momox is a Berlin-based “recommerce” company that buys and resells used books and media. Previous to working at Momox, Seif led user acquisition efforts for apps across global markets, including Phiture, Quandoo, and Wego.com.Questions Seif Answered in this Episode:Tell us about Momox.What's your role at Momox?How do you manage acquisition for both the inbound and outbound sides of your marketplace?How do you incentivize people to sell their belongings on your app?Where are you looking to expand?How do you evaluate the media channels that you're working with to support acquisition or retention as you expand to new countries?Are you experimenting with AI?Do you have any predictions for our industry in 2024?Timestamp:0:47 About Momox1:37 Seif's role at Momox3:42 Marketplace seasonality7:15 Incentivizing users with bonuses in their checkout cart7:51 Expansion as a strategy to overcome seasonality barriers11:52 Experimenting with tone of voice with AI13:00 Looking aheadQuotes:(8:20-8:34) “Expansion is one of the ways in which we try to conquer this seasonality problem. It also helps with acquiring books in different languages and expanding our inventory, and therefore, our customer base.”(11.48-12.16) “We have experimented with AI for some of the ad texts for the tone of voice that we are using in order to see how can we try a different communication approach, and AI comes in very handy, especially if you have limited capacity or limited resources to produce as many creatives as possible.”Mentioned in this Episode:Seif Hassan's LinkedInMomox

Do you remember the original “opt-in” for ads on cell phones? It began over 20 years ago. The mobile marketing industry has been on quite the ride over the past two decades, and covering its twists and turns along the way was David Murphy, the editorial director and co-founder of Mobile Marketing Magazine. Join David alongside Maria Lannon from Remerge for some perspective on mobile marketing's biggest moments. David Murphy co-founded Mobile Marketing Magazine in 2005 and has been its editorial director for 18 years until recently. David is also the co-founder of Masterclassing. David now enjoys freelance writing from his home just outside of London. Questions David Answered in this Episode:How were you able to stay on top of trends in mobile marketing when you began your career?What were the big changes you saw in the mobile marketing industry since its beginning?Do you think we'll see a change in the willingness of users to opt-in?When you look back at the last 18 years, what stands out to you?Where do you see the industry going?Timestamp:1:07 David's background3:30 Taking the pulse of a new tech5:03 The early days of mobile marketing15:32 Mobile's location-based advertising evolution17:57 Will app owners value being tracked and opt-in?22:55 What's stood out in the last two decades31:13 Where the industry is goingQuotes:(31:13-31:14) “I think the privacy juggernaut is unstoppable.” (34:21-34:45) “As a general commentary on this space, you just don't know what you don't know–you never know what's around the corner. There's always somebody trying to come up with a new way of leveraging this very personal relationship people have with their phones to a) provide some utility to the owner of that phone, and b) make some money out of it themselves.”Mentioned in this Episode:David MurphyMobile Marketing MagazineMasterclassing

Staying on top of Apple and Google's ongoing policy changes to app tracking and user privacy is a business imperative for advertisers and essential for the future of the mobile marketing industry. It's also been Allison Schiff's job. As a journalist, she has covered privacy topics in the marketing technology field for over a decade. In this episode, Allison shares her views on how the mobile advertising industry received Apple's ATT framework, what Apple is doing now, and how Google has approached the Android Privacy Sandbox rollout. Catch up on the last few years of mobile privacy, and find out how to prepare for what's ahead.Allison Schiff is the managing editor of AdExchanger, a leading source for news, analysis, and events dedicated to the data-driven marketing technology industry. As a journalist in the space, Allison primarily covers privacy topics, measurement, attribution, and retail media. She is also the host of the AdExchanger podcast, AdExchanger Talks.Questions Allison Answered in this Episode:How do you stay informed on policy changes with privacy? Why is this shift in privacy happening?What is Apple's App Tracking Transparency framework? And how does it work?Have you heard any theories about Apple changing the way they are rolling out ATT and doing measurement?How would you describe Google Privacy Sandbox? And what does it set out to achieve?What are your recommendations for app marketers to stay up-to-date on all these privacy changes? What should advertisers expect and prepare for?How would you explain the last ten years of privacy in adtech to a 5-year-old?What do you think is going to be the buzzword or hottest topic of 2024?Timestamp:1:28 Allison's background7:20 Staying on top of privacy changes10:00 ATT & the industry's adaptive response13:27 Recap: Apple's ATT rollout19:48 Apple begins soliciting feedback from adtech26:06 Android Privacy Sandbox APIs30:12 How advertisers can prepare for privacy changes37:15 The most important buzzword for advertisers in 2024Quotes:(5:43-5:58) “Privacy is absolutely essential to our coverage now. It comes up daily. Even stories that I'm writing or that my colleagues are writing that aren't ostensibly about privacy, you really have to address it anyway.”(26:46) “The main APIs being worked on [by Android Privacy Sandbox], or maybe incubated is the right word, are topics, protected audience, which used to be Fledge, and there's an attribution API, and those are all mobile app versions of the APIs that are also in the Chrome Privacy Sandbox. So, topics for basic targeting without cross-app identifiers, protected audience for remarketing, and the attribution APIs are obviously for attribution. And then there's this other API that's unique to Android, which is SDK run time.”(32:56-33:06) “The best question that I ever ask when I'm interviewing someone is to explain whatever it is as if I'm five. Even if I think I know, I learn every time.” Mentioned in this episode:Allison Schiff's LinkedInAdExchangerAdExchanger Talks

Lana Dubinskiy is an app product advisor and full-time consultant specializing in helping brands leverage AI and machine learning to optimize their workflows and increase revenue. In this episode, Lana breaks down how e-commerce brands can improve the customers' shopping experience in their app using AI, and how to get started with the AI journey!Questions Lana answered in this episode:What types of organizations have you assisted in the past?How do e-commerce brands get started with using AI and machine learning to enhance the customer experience?What are you looking for when reviewing an app's data to develop target goals for your clients?How personalized can you get with AI?How long does it take to start and launch an AI marketing initiative?How do you advise on measuring the impact of AI on a business?What eCommerce brands are using AI well?What are three pieces of advice you have for mobile marketers interested in getting started with their AI journey?Timestamp:1:07 Lana's background3:08 Getting started with AI and machine learning4:14 Crafting data-driven goals for improving customer experiences5:50 Getting personal with AI8:38 What's the quality of your data?10:30 The holy grail of measurement11:55 Why Amazon kills the AI game14:52 Three takeaways for starting your AI journeyQuotes:(4:45-5:08) “We can use AI to personalize a user's experience before they even search for anything. From the moment they land on the marketplace page, it's already customized to what you know about the customer. That makes a big difference. You want them to have a certain connection and make them feel like this place will have what they're looking for the moment they get there.”(8:49-8:57) “A lot of companies are forced to become data-driven once they start using AI because your output will only be as good as your input.”Mentioned in this Episode:Lana Dubinskiy's LinkedInEmail: lanadubinskiy@gmail.comLana's website

With so many deals to choose from during the holidays, how do app marketers win the attention of consumers? Patrick Eichmann, General Manager for the Americas at Remerge, kicks off a new series on the Apptivate Podcast, talking to marketing experts from e-commerce brands about strategies and best practices. In this episode, guest Matt Hudson, co-founder of BILDIT, helps eCommerce marketers consider whether they need an app, how to go about building one, and how to improve the customer's experience for those who already have an app.Matt Hudson is a seasoned app architect with over a decade of experience building mobile apps for consumers. More recently, he became the co-founder of BILDIT, a content management platform that helps e-commerce brands build out their mobile apps.

TikTok is one of the fastest-paced and most competitive social media ad networks for mobile marketers to keep up with. Are you up to speed on the platform's newest marketing features? In this episode, you'll learn all about current TikTok trends, winning marketing strategies, and how to leverage its newest features, like TikTok Spark and Shop Ads, to boost your next campaign.Pedro Arias is the Performance Marketing Manager at Admiral Media, a marketing and advertising agency. Currently, Pedro is enjoying his new home in Porto, Portugal.Questions Pedro Answered in this Episode:Have you seen any trends with your clients pick up since you started at Admiral Media?Where are most of your clients testing out UCG?What verticals work best for TikTok?What have you seen eCommerce brands doing to prepare for the holiday season on TikTok or other ad networks?What recommendations do you have for our listeners on marketing strategies have you seen have success on TikTok?What's been the biggest surprise for you that you've learned about within the first few months at Admiral?Does the Meta platform still work well in your opinion?Timestamp:4:45 Pedro's role at Admiral Media7:30 Hot mobile marketing trends now8:55 TikTok: The go-to for UGC13:08 TikTok Shop Ads this holiday season15:48 Spark Ads on TikTok18:18 My biggest surprise21:11 Staying on top of new social media features and trends24:05 Is Meta still worth it?25:36 Best platforms to stay updatedQuotes:(7:49-8:16) “Trends that I've seen working for the clients that I'm managing lean towards UGC, or user-generated content, having the ability to humanize the brands and be able to communicate human stories through real people that are actually using the product or the service.”(16:13-16:31) “The great thing about [TikTok Spark Ads] is that you're not only promoting your brand but you're also leveraging all the comments and social proof that the post already has from the creator. So, you're able to expand the reach and expand the impact of the creative.”Mentioned in this Episode:Pedro Arias's LinkedInAdmiral Media

Remerge host Maria Lannon talks to Anna Gruzina about her career as a Performance Marketing Manager for a mobile gaming developer and publisher. Together, they discuss why speaking up with confidence in the workplace is necessary – and how to do it. You'll also learn the worst and best career advice Anna ever received.Anna Gruzina works at InnoGames, a German video game developer and publisher based in Hamburg.Questions Anna Answered in this Episode:How did you end up in mobile gaming?What have been some of the biggest challenges transitioning from more traditional app publishers to gaming?How do you navigate the differences between marketing for mobile web (browser) vs mobile app?What does a typical day look like in your role?How do you work with your product team?As someone new to the field, how have you built confidence in the mobile gaming industry where women are typically a minority?How have you been able to find your voice and speak up?What's the best and worst piece of advice you've received in your career?What resources have helped you?Timestamp:2:14 Getting into gaming7:04 Managing mobile browser users vs app users8:39 A day as a Performance Marketing Manager11:18 What I learned from my boss's lack of feedback14:45 Double standards for speaking confidently17:04 How to speak your truth19:07 The worst advice I've ever received21:33 The best advice I've received25:05 Recommended resourcesQuotes:(17:30-17:48) “You have your truth, your voice, and you have your understanding of the situation. And sometimes, being silent is actually worse. If you feel like, ‘Well, maybe my ideas aren't important,' it can make the situation worse.”(19:24-19:39) “Even Cinderella asked for a dress and a ride to go to the ball. So, even she, hardworking, asked for something, to have an opportunity. If we want something, we should ask for that.” Mentioned in this Episode:Anna Gruzina's LinkedInInnoGames

Are you considering whether to use influencer marketing for your mobile app's brand or performance strategy? Today's guest is an expert in influencer marketing for app businesses and shares important considerations for running such campaigns.Nadia Bubennikova is based in Poland and is the Head of Agency at Famesters, an influencer marketing agency.Questions Nadia Answered in this Episode:How did you jump into influencer marketing?What does a day working in influencer marketing look like?What types of apps work well for influencer marketing?What KPIs do you use to measure a campaign's efficacy?Do you conduct lift studies before and after the campaign to evaluate how the influencer marketing campaign performed?How long does a typical campaign run for?What's changed the most in the field of influencer marketing in the last 4 years?Timestamp:2:16 Nadia's background3:50 Jumping into influencer marketing6:27 A typical work day as an influencer marketer12:20 Influencers marketing for mobile apps14:28 Metrics for influencer marketing campaigns19:13 How to measure an influencer marketing campaign25:36 Run-time of influencer campaigns29:42 “Use Guarantee” with TikTok influencers32:54 How influencer marketing has evolvedQuotes:(6:58-7:15) “Influencer marketing is like an iceberg because everything that you can imagine as the typical day-to-day work is just the tip of the iceberg. And then there are huge volumes of analytical work and field marketing work that many people don't give credit to influencer marketers.”(17:32-17:58) “In influencer marketing, around 50-70 percent of traffic, (depending on the app and the vertical), is generated by organic traffic; and only 30-50 percent of the users will follow the direct link. So it is virtually impossible to accurately track the incoming traffic and to accurately attribute it to the influencer marketing channel if you're only looking at the direct link results.”Mentioned in this Episode:Nadia BubennikovaFamesters

Jesse Lempiäinen's agency helps apps test their marketing strategies for App Store, Google Play, and Steam pages before their product launches. In this episode, you'll learn the advantages of a/b testing your app store pages and take away the key metrics to measure. Jess got his start in mobile marketing at Rovio working on Angry Bird before co-founding Geeklab where he is the CEO today. Jesse is based in Finland. Questions Jesse Answered in this Episode:What have you developed at GeeklabDo apps need to have different strategies for different app stores? What have you learned since starting the company?What are app developers A/B testing in the app store with your platform?Are there specific creatives that you leverage more than others? How are you leveraging AI at Geeklab?What quantitative metrics are you looking at when A/B testing? Have you found that apps need to scrap their advertising strategies when they see high download volumes but Day 1 retention isn't there? How have privacy changes affected the testing that you do?Timestamp:1:40 How Jesse co-founded Geeklab3:52 What does Geeklab do? 6:45 App store optimization for Apple vs. Google Play7:47 Early startup learnings10:28 What A/B testing app store pages looks like14:07 Creatives: efficiency vs. performance15:32 Leveraging AI at Geeklab19:07 Key metrics to app store page testing27:27 What we learned from ATT and IDFA 30:26 Surveys vs. user behaviorQuotes:(4:04-4:32) “The reason why we need a tool like ours is that there are certain limitations that come with the native testing opportunities that Apple or Google provides. Like I mentioned, coming up with a new game idea or new app idea, and wanting to figure out what to call the app itself would be something that you couldn't test with the actual testing pages because they don't support any testing unless you actually develop the app already and have it up and running.”Mentioned in this Episode:Jesse Lempiäinen's LinkedInGeeklab

How do you make a mobile game stand out when there are half a million games in the app store today? Today's guest is an expert in helping apps find their unique position in the market, develop their creative strategies, and grow their revenue. In this episode, he shares his approach to designing app marketing strategies for creatives and revenue growth. Peter Fodor is the founder and CEO of AppAgent, a mobile marketing agency that helps apps ground their user base and revenue. 

Simon Thillay is the Head of ASO at AppTweak, an app store optimization platform. In this episode, he shares how his team helped SoundCloud nearly double the conversion rates of an Apple Search Ad campaign and decrease its CPI by 40 percent. Plus, find out why Simon is excited about Europe's Digital Markets Act.Simon is the co-author of the book, Advanced App Store Optimization. He is based in Brussels, Belgium where AppTweak is headquartered.Questions Simon Answered in this Episode:What does ASO mean today and what are you doing on a day-to-day basis?What do custom product pages entail?How much do you entrench yourself within the app to find key differentiators from competitors?How do you hold your team accountable for staying on top of emerging trends and developing new tactics?How do you stay motivated with ASO? Do you see yourself venturing into other parts of mobile marketing?How do you stay ahead of the curve with user motivation and what is the best strategy for different advertisers?What changes do you foresee that get you excited?Timestamp:1:10 Simon's background3:09 Brief History of ASO4:48 Custom product pages7:30 SoundCloud case study11:12 Identifying your app's differentiator13:52 ASO community & the ASO bible18:30 A/B/B testing25:00 Why ASO is essential27:05 Staying ahead of the curve28:00 Europe's Digital Market ActsQuotes:(10:20-10:43) “We were already bidding on the competitor's branded terms. It's when we realized that users were telling us what we should basically advertise when going after competitors that we said, ‘Okay, let's make something new and see how it performs.' And indeed, when people tell you your app is great at something, it's usually a good thing to show it at the [App] store.” (12:20-12:31) “User reviews are a gold mine, but it's just like searching for gold. Everyone tells you you should do it, but it takes a lot of time to find the actual nuggets.”(24:59-25:13) “The one thing that makes ASO essential in my opinion is that no matter where you start hearing about an app, today you still have to go to an app store to download the app.” Mentioned in this Episode:Simon Thillay's LinkedInAppTweakThe Advanced ASO BookSlack Workspace: The ASO Slack Stack

Can you guess which subcategory of mobile games generated the most revenue in the first half of this year? How about the top three countries for mobile game downloads? Get the scoop on the latest data and trends in the mobile industry's largest-grossing vertical from our guest Ksenia Yurkina, the Head of Marketing at Apptica.In this episode, Ksenia reveals the highlights from her report, “Mobile games: state of the market H1, 2023.” Apptica's ad intelligence tool provides marketing analytics on data from over 11 million apps in Google Play and the Apple Store. Questions Ksenia Answered in this Episode:Who is Apptica's target audience?What are some of the trends that Apptica has identified from its “Mobile Game: State of the Market Report”?What is your take on what revenue trends might come from major emerging markets, like India and Brazil, that are leading in downloads?Have you seen a trend in localizing creatives from app publishers?What does your day-to-day look like as Head of Marketing at Apptica?What's the latest buzzword or hot topic for leaders in our industry?How has TikTok changed the way app advertisers are thinking about creatives?Who benefits the most from Apptica's ad intelligence tool?Timestamp:1:00 A little about Apptica4:38 Mobile games: Data trends in the first half of 202310:46 Revenue potential from emerging markets14:10 Localization in creatives17:01 Ksenia's role at Apptica19:11 Industry buzz23:18 Advertising trends for TikTok28:29 Who benefits from ad intelligenceQuotes:(5:10-5:29) “Gaming is a major player. It's the main vertical in the mobile industry because gaming covers 51 percent of all the revenue generated in the first half of this year [2023] and around 30 percent of all downloads.”(6:54-7:03) “Three countries account for 60 percent of all revenue coming from the [mobile] gaming vertical: United States, Japan, and China.”Mentioned in this Episode:Ksenia Yurkina's LinkedInAppticaApptica's 2023 “Mobile Game: State of the Market Report”

Who is writing your mobile marketing copy: a human or artificial intelligence? Now with ChatGPT, it can be hard to tell the difference. In this episode, we discuss ChatGPT use cases for mobile marketing, the evolution of User-Generated Content platforms, and how AI might be used in the future to express ourselves in virtual worlds. Jenny Pollock is the Lead Monetization Program Manager at IMVU / Together Labs. IMVU bills itself as the world's largest Web3 social metaverse platform. It's a company of Together Labs, which is on a mission to empower people to connect, create, and earn in virtual worlds.

In this episode, app marketers will learn about a product manager's perspective on the process of building an app product: how to prioritize various requests for product features, and the keys to fostering excellent collaboration and communication among all stakeholders throughout the journey. Reut Lazo is the Senior Product Manager at Akili, an app to help kids with ADHD. Akili is the first FDA-authorized prescription video game treatment for ADHD. Reut began her career as a product manager at Meta Co., an augmented reality headset company, before moving on to become a product manager at IMVU. 

Amanda Vandiver is the Senior Product Marketing Manager at Branch, a mobile attribution provider. In this episode, Amanda explains the importance of deep linking for user experience, measurement, and attribution in this post-IDFA era. She also discusses retention strategies that mobile marketers can leverage across owned and earned channels. 

Today's guest says IDFA only ever gave mobile marketers the illusion of certainty. In this episode, John Koetsier, the CEO of Sparkplug9, discusses how to use the measurement tools available today, like SKAN, to arrive at what he calls “truthy,” or within the parameters of an accurate perception of reality. John encourages marketers to move on from the past and embrace the reality that's always existed: Mobile measurement techniques aren't always perfect.John Koetsier also writes for Forbes about technology, including mobile, AR/VR/MR, IoT, AI, and robotics, and he hosts the TechFirst Podcast. Sparkplug9 is a business consultancy that helps tech startups win via data, insights, branding, and attention.  

In this episode, you'll hear the latest news about Google's Privacy Sandbox on Android –  straight from the source. Pan Katsukis, the co-founder and CEO of Remerge, sits down with Amit Varia, Director of Product Management at Google, and Niv Klein, Product Team Lead at AppsFlyer, to unpack how the Privacy Sandbox will change the future of mobile advertising on Android. Find out how attribution, retargeting, and user acquisition can be done with the Protected Audience API, learn how it limits the sharing of user data with third parties, and find out how it operates without cross-app identifiers like advertising IDs. You'll also get advice on what app businesses can do to prepare for the upcoming changes, why this is happening now, and what opportunities are to be expected from the privacy-safe future of advertising.Questions Amit and Niv Answered in this Episode:What is Google's Privacy Sandbox?Why is this shift happening now?Do you see other advantages to the new framework compared to where we are right now?How will Google advertising IDs change?How are attribution and retargeting being done in the Protected Audience API environment?How can we get everyone in the app ecosystem onboard?Is there anything app developers should be doing right now?What is the thinking behind the timeline to launch Android Privacy Sandbox?What is the vision of what app advertising will look like in five years?Timestamp:3:05 What is Android Privacy Sandbox?4:25 Why the shift in advertising privacy8:15 Current use of Google advertising IDs11:21 Protected Audience API (formerly Fledge)14:22 How will attribution be done17:09 Changes in retargeting mechanisms18:55 Changes in user acquisition20:40 TEEs: Trusted Execution Environments23:02 SDK run time25:10 Getting the app industry on board33:34 Steps app developers can take now36:11 Preparing for the release of Android Privacy Sandbox38:52 The vision of privacy-safe advertisingQuotes:(4:00-4:11) Amit Varia: “I'd love for everyone to think of these technologies as building blocks that app developers and ad tech companies can use to build their private advertising solutions.”(4:52-5:05) Amit Varia: “Users are becoming more aware of how valuable their own data is, how it's being collected, and how it's being used. As a result, we're seeing people demand more transparency and control over their data, especially when it comes to online advertising.”(14:45-15:23) Niv Klein: “Generally speaking, the main move in attribution is from device-level reporting to aggregated reports. So, a bit similar to what we experienced in iOS, but the difference is that we'll have a designated attribution API on the Android Privacy Sandbox that will allow for both aggregated reports—according to very flexible aggregation data levels—and event-level reports to communicate events at the click ID to the partner ad networks.” Mentioned in this Episode:Amit Varia's LinkedInNiv Klein's LinkedInPan Katsukis's LinkedInResource: developer.android.com