Podcasts about appsflyer

Recorded live at MAU Vegas 2026 in collaboration with AppsFlyer, Steve P. Young had a quick conversation with David LoPresti, Director of Consumer Apps at U-Haul, to break down the app strategies helping millions of customers during one of the most stressful moments in life: moving.David shares how a simple UX improvement inside the U-Haul app eliminated over 600,000 customer support phone calls and saved the company nearly $3 million in operational costs, proving that the best app growth strategies aren't always powered by AI.You'll also learn how U-Haul leverages first-party customer data, improves mobile app onboarding, reduces friction, and creates personalized customer experiences at scale.If you're building an app in 2026, this conversation is packed with actionable lessons on app UX, retention, customer experience, and mobile growth.You'll Learn:✅ How U-Haul saved millions with one app feature✅ Why reducing friction increases customer retention✅ The power of simple UX improvements✅ App growth lessons from a household brand✅ Why customer reviews reveal your best product roadmapLearn more about AppsFlyer's new Mobile Measurement:https://bit.ly/4u8OpRhWork with us to grow your apps faster & cheaper:http://www.appmasters.com/You can also watch this video here: https://youtu.be/V6pwcHqs7X0*********************************************SPONSORSThe app growth playbook is changing fast.AppsFlyer's State of eCommerce App Marketing Report 2026 breaks down the latest trends, benchmarks, fraud insights, and market-by-market data every app marketer should know before planning Q4.Download it free from the link below: https://bit.ly/4uvoHGM*********************************************Yango Ads is offering 20% revenue boost bonus, sign up here: https://yango-ads.com/adnetwork/bonus20?utm_source=yt&utm_medium=social&utm_campaign=bonus. This special offer is valid before June 30th, 2026. Don't miss your chance to monetize your apps smarter!*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Daniel and James sit down with Brian Quinn, North American President at AppsFlyer, the marketing measurement platform working with over 15,000 brands including Netflix, TikTok, Pepsi, and Burger King. They kick off the conversation exploring how AI is reshaping the customer journey and then move on to discuss why brands are pulling their best experiences out of the open web and back into apps, and the explosive growth in new apps driven by vibe coding.Brian shares how AppsFlyer customers are adopting AI differently, from small gaming companies that have automated everything to enterprise brands still grappling with compliance and governance. He breaks down how measurement is collapsing from reporting into real-time optimization, why marketing and product teams are merging, and what it means that the web is becoming a data source for LLMs rather than an actual consumer destination. The conversation wraps with a look at why CTV performance advertising remains massively under-indexed and where the next wave of disruption is headed.Thank you to our sponsors:​ AdQuick — ⁠adquick.com⁠​ ⁠Thrad.ai⁠ — ⁠thrad.ai⁠​ beehiiv — ⁠⁠beehiiv.com⁠​ The Farm — thefarmllp.com STAY CONNECTEDJames on Twitter & LinkedIn – /jamesborowDaniel on LinkedIn, Instagram, TikTok – /danieldrugerSubscribe & leave a ⭐⭐⭐⭐⭐ review on Spotify & Apple Podcasts.

Are you leaving money on the table with your app monetization strategy?In this video, Steve P. Young breaks down the ad monetization hacks top gaming and non-gaming apps are using right now to increase revenue, retention, and even app downloads.Steve also shares real examples from successful apps like Spotify, Netflix, Fun Run, and Cleanup, plus insights from AppsFlyer's latest subscription trends report showing why the future of app monetization is a blended model.You'll Learn:✅ The best rewarded ad strategies for apps✅ How to monetize free users without hurting retention✅ Why hybrid monetization models are winning in 2026✅ Monetization tactics for gaming & non-gaming apps✅ Why subscription apps are now adding adsIf you're an app founder, indie developer, mobile marketer, or monetization manager, this video will give you actionable ideas you can test immediately to grow your app business.

Steve P. Young just got back from MAU Vegas 2026, slightly jet-lagged, heavily caffeinated, and loaded with fresh insights on app growth, AI, monetization, onboarding, and the strategies mobile leaders are quietly using right now.In this special debrief episode, Steve breaks down the biggest trends, smartest tactics, and most interesting conversations from MAU Vegas, including the app growth strategies that work… until everyone starts copying them.From AI-powered creatives and onboarding psychology to monetization experiments and distribution tactics, this session is packed with practical takeaways for app founders, marketers, and growth teams looking to stay ahead in 2026.Couldn't make it to MAU this year? Don't worry, this episode brings the best insights, lessons, and “hallway conversations” straight to you.

In this video, Steve P. Young breaks down how modern apps are scaling using AI video ads, Meta ads, and web-to-app monetization funnels, with real examples from top-performing apps like MadMuscles.We analyze how AI-generated creatives are outperforming traditional ads, why web-to-app checkout flows are becoming the dominant monetization strategy, and how leading apps are combining paid acquisition with optimized conversion funnels to increase revenue.You'll learn:✅ How AI video ads are transforming Meta ad performance✅ Why web-to-app funnels improve monetization and scalability✅ How successful apps structure distribution in 2026✅ Creative strategies that reduce fatigue and increase engagement✅ How to think about monetization beyond the App StoreLearn More:Create high-converting UGC instantly:https://www.createugc.ai/avsfWork with us to grow your apps faster & cheaper:http://www.appmasters.com/You can also watch this video here: https://youtu.be/rtitCwbHPms*********************************************SPONSORSReady to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → ⁠https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

In this solo episode, Steve P. Young breaks down the latest trends in app monetization and distribution, sharing insights from recent industry discussions, including key takeaways from the Business of Apps event.Steve will also answer audience questions related to apps, business growth, monetization, and scaling strategies, and share practical insights you can apply immediately to increase downloads, improve retention, and grow revenue.Whether you're a founder, indie developer, or growth marketer, this episode will help you refine your onboarding flow, paywall strategy, and pricing model for better conversion and long-term success.You'll learn how to build a high-performing strategy around:✅ Onboarding optimization✅ Pricing strategy for apps✅ Distribution channels (ASO, paid ads, partnerships)✅ User acquisition trends✅ Industry shifts shaping 2026Learn More:Join the App Founder's Community:https://appfounders.co/Work with us to grow your apps faster & cheaper:https://www.appmasters.com/You can also watch this video here: https://youtube.com/live/sqopVyCWzYo*********************************************SPONSORSWant to know what ads your competitors are running right now?SocialPeta gives you access to real ad creatives and market insights across apps, games, and emerging content formats, so you can stay ahead without endless trial and error.Check it out at https://www.socialpeta.com/*********************************************Ready to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → ⁠https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Before you build your app in 2026, watch this.

In this episode, we break down a real app growth case study with Michael Durst, Founder of FaithFull AI Nutrition Tracker, focused on helping users improve their health through AI-powered tracking and smart insights.Michael will share the real strategies he used to increase his app's install-to-paid conversion from 2.25% to 6.81% in just 6 months. This is a deep dive into the exact strategies, experiments, and psychology behind that growth, including onboarding, A/B testing, paywalls, and Meta Ads.If you want to increase revenue without increasing installs, this is the playbookYou will discover:✅ The onboarding system that helped 3X conversions✅ A/B testing frameworks that impact real revenue✅ Paywall optimization: pricing, framing & positioning✅ Why small tweaks can lead to massive growth✅ Meta Ads strategies that bring in high-converting users✅ How to align ads → onboarding → paywall for better LTVLearn More :Website: www.faithfull.ai LinkedIn: https://www.linkedin.com/in/michaelkdurst/ Instagram: https://www.instagram.com/mike.k.durstWork with us to grow your apps faster & cheaper:https://www.appmasters.com/You can also watch this video here: https://youtube.com/live/4JtMp7Hkwb8*********************************************SPONSORSWant to know what ads your competitors are running right now?SocialPeta gives you access to real ad creatives and market insights across apps, games, and emerging content formats, so you can stay ahead without endless trial and error.Check it out at https://www.socialpeta.com/*********************************************Ready to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → ⁠https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Struggling with low app engagement or high churn? In this video, we break down 3 critical deep linking mistakes that are silently killing your app growth, and exactly how to fix them.

Fragmento del 4 de mayo, escucha el episodio completo aquí Tres de cada cuatro usuarios de iPhone en el país realizan una compra en su primer mes tras instalar una aplicación, de acuerdo con datos de AppsFlyer, plataforma de medición y atribución que permite a las empresas rastrear el origen y el comportamiento de sus usuarios en apps móviles.

Join us for a LIVE coaching call with Gary Levitt, co-founder of Future Moments, where we break down real strategies to grow apps in today's competitive market.Gary Levitt is a musician, audio engineer, comedian, and entrepreneur. He is the co-founder of Future Moments, a company behind 11+ apps designed to help creators improve audio and video production.Today, we're diving deep into what actually works when it comes to app growth, influencer marketing, and scaling across iOS and Google Play.This is not theory, it's a real, behind-the-scenes strategy session. Must-watch session for those who are building an app in 2026. You will discover :✅ How to use influencer marketing to grow your app✅ Key differences between iOS vs Google Play growth strategies✅ How to position and market niche apps in 2026✅ What most app founders get WRONG about growth✅ Live feedback, strategy, and optimization tipsLearn More:Website: https://future-moments.com App Portfolio: https://apps.apple.com/us/developer/future-moments/id895157892 YouTube: https://www.youtube.com/@FutureMoments Twitter/X: https://x.com/garygarylevitt Instagram: https://www.instagram.com/garygarylevittWork with us to grow your apps faster & cheaper:http://www.appmasters.com/You can also watch this video here: ⁠⁠https://youtube.com/live/1Lg8sjqyYXw*********************************************SPONSORSStill designing, resizing, and uploading screenshots manually? AppScreens lets you pick from hundreds of high-converting templates, generate for every device size and language in minutes, and upload automatically to directly to App Store Connect and Google Play Console. Trusted by more than 100K developers and ASO experts worldwide.Try it free: https://appscreens.com/?via=am*********************************************Got tons of freemium users who won't upgrade? Encore turns free users into paying customers and reduces churn by adding smart, curated affiliate offers at key user moments. Everyone wins with Encore.Learn more at ⁠https://encorekit.com/*********************************************Ready to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Want to know how to actually grow your app with App Store Optimization (ASO)? In this video, you will see Steve do ASO live, so you can see our exact process for optimizing apps for more downloads and revenue.We collaborate with indie developer Flo to audit his app and reveal our full App Store Optimization process, from keyword research to monetization strategy.You'll Learn:✅ The exact ASO framework we use for clients✅ How to choose low competition & high traffic keywords✅ How to increase rankings using data-driven ASO✅ Monetization tips (paywalls, pricing, trials)✅ How to optimize screenshots for higher conversionsKey Takeaways:Most apps don't fail because of bad ideas…They fail because of poor ASO and a weak keyword strategy.This video shows you how to fix that, step by step.Work with us to grow your apps faster & cheaper:http://www.appmasters.com/You can also watch this video here: ⁠⁠https://youtu.be/m09QYqWsodQ*********************************************SPONSORSStill designing, resizing, and uploading screenshots manually? AppScreens lets you pick from hundreds of high-converting templates, generate for every device size and language in minutes, and upload automatically to directly to App Store Connect and Google Play Console. Trusted by more than 100K developers and ASO experts worldwide.Try it free: https://appscreens.com/?via=am*********************************************Got tons of freemium users who won't upgrade? Encore turns free users into paying customers and reduces churn by adding smart, curated affiliate offers at key user moments. Everyone wins with Encore.Learn more at ⁠https://encorekit.com/*********************************************Ready to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Want to know how a sleep sounds app is generating up to $800K/month?In this video, Steve P. Young breaks down the BetterSleep app and reveals the exact onboarding, paywall, and monetization strategies driving massive revenue.If you're building an app, this teardown will show you how to increase conversions, improve retention, and maximize monetization using proven techniques.You'll learn:✅ The onboarding flow that boosts conversions with sound & personalization✅ Why social proof before the paywall can increase revenue✅ How to use data-driven onboarding questions for better marketing✅ The power of cross-promotion (BetterSleep x BetterHelp strategy)✅ Why forcing email capture after paywalls can increase LTV✅ Real examples of paywall flows, discounts, and trial strategiesMost apps leave money on the table because of poor onboarding and weak paywalls. This app shows how small UX decisions can lead to massive revenue gains.If you're an app founder, marketer, or growth team looking to improve onboarding, increase conversions, and learn proven monetization strategies from top-performing apps, this is a must-watch.

What if the real reason your app isn't growing… isn't your ads, features, or budget, but your understanding of user psychology?In this special birthday episode, we are joined by Colin Hodge, startup founder and growth expert behind apps with 100M+ users, including the Top 10 dating app DOWN, to break down how the best apps in the world actually grow.From launch to retention to revenue, Colin shares the exact psychological frameworks that drive user behavior, and how you can apply them to your own app today.A must-watch session for app founders, product managers, and growth teams who want to understand user psychology and build apps that drive retention, engagement, and revenue.PS: This episode is extra special as both Steve and Colin are celebrating their birthdays, so expect some fun moments along the way!You will discover:✅ The 3 core levers to grow any app (paywalls, monetization, retention)✅ The “Magic Moments” framework that creates addictive user experiences✅ The psychology behind why users stay, pay, and come back✅ Real lessons from scaling apps to millions of usersLearn More:Colin's book: colinhodge.com/book Connect with Colin: linkedin.com/in/ckbhodgeYou can also watch this video here: ⁠https://youtube.com/live/f-K7I3KnFns*********************************************SPONSORSStill designing, resizing, and uploading screenshots manually? AppScreens lets you pick from hundreds of high-converting templates, generate for every device size and language in minutes, and upload automatically to directly to App Store Connect and Google Play Console. Trusted by more than 100K developers and ASO experts worldwide.Try it free: ⁠https://appscreens.com/?via=am*********************************************Want to know what ads your competitors are running right now?SocialPeta gives you access to real ad creatives and market insights across apps, games, and emerging content formats, so you can stay ahead without endless trial and error.Check it out at https://www.socialpeta.com/*********************************************Ready to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → ⁠https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Most apps don't fail because of bad ads…They fail because they don't produce enough winning creatives.In this video, I'll show you how to create high-converting UGC-style ads using AI, without hiring creators, managing influencers, or wasting weeks on production.This tool lets you generate dozens of ad creatives in minutes, so you can test faster, scale faster, and finally crack paid acquisition.You'll Learn:✅ Why most ad campaigns fail due to a lack of creative volume✅ How to generate UGC-style ads with AI avatars✅ The exact workflow to test scripts, hooks, and creators at scale✅ How to improve ROAS with faster iteration✅ How to validate winning scripts before hiring real creatorsKey Takeaway:The game isn't just about better ads…It's about producing more winning variations faster than your competitors.AI lets you test 10x more creatives without the headache.This video is perfect for app founders, marketers, agencies, and e-commerce owners who want to scale paid ads faster without relying on expensive or slow UGC creators.Learn More:Create high-converting UGC instantly: https://www.createugc.ai/avsfSome AI UGC videos created with CreateUGC: CreateUGC VideosYou can also watch this video here: https://youtu.be/IHy4Xwl9o6g⁠⁠*********************************************SPONSORSThinking about your next great app? This is the best time to make it! Contact Chaim at b7dev.com and get your idea started! Delivery times are super short; you'll be surprised by the cost to develop! ⁠⁠B7dev.com*********************************************Got tons of freemium users who won't upgrade? Encore turns free users into paying customers and reduces churn by adding smart, curated affiliate offers at key user moments. Everyone wins with Encore.Learn more at ⁠https://encorekit.com/*********************************************Ready to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Marketing budgets are under pressure… but most brands still don't know what's actually working. In this episode of Marketing in the Madness, Katie Street sits down with Elissa Brown, Ecommerce Lead at AppsFlyer North America, recorded in Las Vegas. They unpack what's really changing in ecommerce right now and why measurement has become one of the biggest competitive advantages a brand can have. Because the way people buy has changed… fast. From social discovery to AI validation, to mobile apps and back again, the customer journey is no longer something you can neatly track. And most brands are still trying to. Chapters: 00:00 Introduction & why ecommerce is changing so quickly 02:00 Elissa's role at AppsFlyer & what brands are struggling with 05:00 Why measurement is becoming the most important capability 08:30 How consumer buying journeys have fundamentally shifted 11:30 The role of AI and LLMs in purchase decisions 15:00 Why last-click attribution is no longer enough 18:30 The reality of omnichannel behaviour today 22:00 Why mobile apps are driving higher value customers 26:00 The biggest mistakes brands are still making 30:00 What high-performing brands are doing differently 35:00 Where ecommerce and measurement are heading next Customer journeys aren't just multi-channel anymore. They're unpredictable. And if you can't measure them properly… you can't optimise them. In a world where AI is reshaping discovery, and attention is fragmented across platforms, the brands that win will be the ones that understand the full picture. Not just the last click. Listen now to understand what's actually driving performance in modern ecommerce. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Elissa Brown LinkedIn: https://www.linkedin.com/in/elissa-brown-a099b95/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ AppsFlyer AppsFlyer for e-com: https://bit.ly/4t9nELP Omnichannel guide: https://bit.ly/4mMxGQV Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/ Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/ #ecommerce #digitalmarketing #marketingstrategy #AIinmarketing #attribution

In this episode, we are joined by Josh Peleg, who has deployed over $23M into mobile apps and games, to break down how top app studios are using a Wall Street-style playbook to acquire, grow, and scale apps faster than ever.We go deep into the buy vs build decision, how to spot undervalued apps, and the exact frameworks used to turn small apps into massive revenue drivers.Josh will also share real insights from the frontlines, including how his team scaled an app from 200K to 5M MAU, what most founders get wrong about valuations, and the biggest risks you need to watch out for before acquiring any app.If you're an app founder, indie developer, or investor looking to scale faster, reduce risk, and make smarter growth decisions, this episode is for you.You will discover:✅ Why buying apps can outperform building✅ How to evaluate apps before acquiring them✅ When to double down vs kill an app✅ The full app acquisition process (step-by-step)Learn More:

Looking for a productivity app that actually helps you stop procrastinating and get things done?In this video, we break down the Wisey app, a powerful productivity tool that combines focus sessions, habit tracking, and bite-sized lessons to improve retention and drive real results.But more importantly, we'll show you the one feature you should copy if you're building an app to boost engagement, retention, and even increase your chances of getting featured by Apple.You'll Learn:✅ How Wisey combines education & productivity tools to increase retention✅ Why paid intro offers can outperform traditional subscriptions✅ The onboarding flow that drives user commitment and engagement✅ How tracking productivity patterns can improve user outcomesThis video is perfect for app founders, product managers, and anyone looking to improve productivity, reduce procrastination, or build apps with stronger retention and monetization.Learn More:

In this episode, we're joined by Summer Liu, CMO of SocialPeta, one of the leading ad intelligence platforms used by top app developers and marketers worldwide.Summer will break down the latest data from 90K+ advertisers and 1.7B+ ad creatives, revealing what's actually driving installs, revenue, and scale in 2026. She'll also share the trends from AI apps and short drama apps to the top-performing ad creatives and strategies across different markets.Must watch, if you're building, growing an app, or finding what to build next.You will discover:✅ Why micro-drama apps grew 126% YoY and how to replicate their success✅ The rise of AI apps (Chat, Companions) and winning growth angles✅ How to find winning creatives and spy on competitors using SocialPeta✅ Top-performing ad creatives across regions (and why they work)Learn More:Planning to scale your app or game globally?SocialPeta provides deep insights into global advertising trends, localized creatives, and competitive strategies, helping growth teams expand into new markets with confidence.Start your data-driven expansion at https://www.socialpeta.com/.You can also watch this video here: ⁠⁠https://youtube.com/live/_ELbpz39hzE*********************************************SPONSORSStill designing, resizing, and uploading screenshots manually? AppScreens lets you pick from hundreds of high-converting templates, generate for every device size and language in minutes, and upload automatically to directly to App Store Connect and Google Play Console. Trusted by more than 100K developers and ASO experts worldwide.Try it free: https://appscreens.com/?via=am*********************************************Got tons of freemium users who won't upgrade? Encore turns free users into paying customers and reduces churn by adding smart, curated affiliate offers at key user moments. Everyone wins with Encore.Learn more at ⁠https://encorekit.com/*********************************************Ready to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Looking for a self-improvement app that actually helps you improve your memory, focus, and communication skills?In this video, we break down RiseGuide, a powerful personal development app designed to help you train your brain, build better habits, and become a more confident communicator.You'll discover:✅ How RiseGuide uses personalized onboarding to tailor your learning experience✅ Why long-form onboarding flows can improve engagement in education apps✅ How the app structures lessons to improve memory retention and focus✅ The role of interactive learning, quizzes, and habit-building systemsSteve also shared insights on:

This week, we're joined by Trent Hommeyer, Founding Growth Product Manager at Helium, a powerful platform helping app founders build, test, and optimize high-converting paywalls faster than ever.In this episode, we'll build paywalls live using crazy, unconventional ideas, break down the best-performing vs worst-performing paywalls, and reveal proven strategies to test and iterate faster inside your app.If you're serious about improving conversions and revenue, this is a must-watch deep dive into real paywall experiments that actually work.You will discover:✅ How to build high-converting paywalls using AI (live demo)✅ The craziest paywalls that surprisingly work✅ Real-time paywall ideas from the audience (and building them live)✅ Creative monetization experiments most apps aren't usingLearn More:Get more out of your paywall with:https://tryhelium.com/You can also watch this video here: https://youtube.com/live/Mhp8Cw93JR8*********************************************SPONSORSGot tons of freemium users who won't upgrade? Encore turns free users into paying customers and reduces churn by adding smart, curated affiliate offers at key user moments. Everyone wins with Encore.Learn more at ⁠⁠https://encorekit.com/*********************************************Want to know what ads your competitors are running right now?SocialPeta gives you access to real ad creatives and market insights across apps, games, and emerging content formats, so you can stay ahead without endless trial and error.Check it out at https://www.socialpeta.com/*********************************************Ready to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → ⁠https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

I automated my weekly UA reporting using AppsFlyer MCP and it took less than 15 minutes to set up. https://bit.ly/4lMS8jMEvery week, I was doing the same painful thing: opening AppsFlyer for one client, then another, then another. 10 accounts, 10 dashboards, hours gone before the week even starts. Not anymore.In this episode, I walk you through the exact setup I use - live, on screen - so you can copy it for your own accounts today.What you'll learn:→ What MCP (Model Context Protocol) actually is, in plain UA terms→ How to connect AppsFlyer MCP to n8n (or Claude Desktop / ChatGPT)→ How to build an automated weekly UA report in under 20 minutes→ How to deliver reports to Slack, email, Notion, Google Sheets — wherever you work→ How to scale to 10+ client accounts using a multi-agent setup→ What's coming next: creative fatigue alerts, spend cap monitoring, and moreThis works whether you're an internal UA manager with one app or a consultant running campaigns for multiple clients. No coding required.— Links mentioned —AppsFlyer MCP GitHub (open source): https://github.com/AppsFlyerKnowledge/appsflyer-ai-agents-examplesAppsFlyer MCP setup guide + templates: https://bit.ly/4lMS8jMAppsFlyer workflow library (executive summary, caps alert, and more): https://bit.ly/4lMS8jMn8n (free automation tool): https://n8n.ioMy Companion article (step-by-step written guide): My newsletter (Sub Stack): https://lancaric.substack.com/p/i-tested-all-10-new-appsflyer-products— Chapters —00:00 Why I hate weekly UA reporting01:45 What is MCP — the 2-minute version03:30 Where to find AppsFlyer templates and the workflow library05:00 Step 1: Get your AppsFlyer MCP token06:30 Step 2: Connect to n8n and set up credentials08:15 Step 3: Run your first automated report10:30 Customising metrics — CPI, ROAS, creative performance12:00 Delivering reports to Slack, email, Notion, Sheets13:30 Scaling to multiple accounts: the multi-agent setup— Who this is for —UA managers, growth marketers, and mobile gaming consultants who run campaigns on AppsFlyer and want to automate the parts of their job that don't require human thinking.#MobileUA #AppsFlyer #MCP #UAautomation #MobileGaming #UserAcquisition #n8n #AIautomation---------------------------------------This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let's not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠Podcast: Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3bckldvr8-8PXvzciMWdheOzED9hq0SA---------------------------------------Matej LancaricUser Acquisition & Creatives Consultant⁠https://lancaric.meFelix BrabergAd monetization consultant⁠https://www.felixbraberg.comJakub RemiarGame design consultant⁠https://www.linkedin.com/in/jakubremiar---------------------------------------Please share the podcast with your industry friends, dogs & cats. Especially cats! They love it!Hit the Subscribe button on YouTube, Spotify, and Apple!Please share feedback and comments - matej@lancaric.me---------------------------------------If you are interested in getting UA tips every week on Monday, visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lancaric.substack.com⁠⁠⁠⁠⁠⁠ & sign up for the Brutally Honest newsletter by Matej LancaricDo you have UA questions nobody can answer? Ask ⁠⁠⁠⁠⁠⁠⁠⁠Matej AI⁠⁠⁠⁠⁠⁠ - the First UA AI in the gaming industry! https://lancaric.me/matej-ai

Want to convert more free users into paying customers?In this video, Steve P. Young shares little-known app monetization strategies used by top subscription apps to increase conversions, improve paywalls, and grow revenue.If you're building a mobile app, SaaS product, or subscription app, these monetization tactics can dramatically improve your trial conversions, paid subscribers, and overall revenue.You'll learn:✅ 3-Screen Paywalls that increase subscription conversions✅ Trial-to-Discount Strategy to convert hesitant users✅ Paid Intro Offers that outperform free trials✅ Reverse Trials that turn free users into paying subscribers✅ Pay-What-You-Want Pricing to increase purchase conversionsIf you're struggling with low trial conversion, weak paywalls, or too many free users, these tactics can help you unlock new revenue from your existing user base.Want access to the full video course? Join 100+ app founders sharing what's working in app growth, app marketing, and monetization strategies:https://appfounders.coWatch - How a Solo Founder Built a $30K/Month App with 5.2M Installs:https://youtube.com/live/jN6e9sSyaoo?feature=shareYou can also watch this video here: https://youtu.be/FWF_AbsR0qc*********************************************SPONSORSStill designing, resizing, and uploading screenshots manually? AppScreens lets you pick from hundreds of high-converting templates, generate for every device size and language in minutes, and upload automatically to directly to App Store Connect and Google Play Console. Trusted by more than 100K developers and ASO experts worldwide.Try it free: https://appscreens.com/?via=am*********************************************Thinking about your next great app? This is the best time to make it! Contact Chaim at b7dev.com and get your idea started! Delivery times are super short; you'll be surprised by the cost to develop! B7dev.com*********************************************Ready to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → ⁠https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Most founders quit after their first failed product. Vadim failed three apps before finally building one that worked.Vadim is the founder of KBMH, a kettlebell workouts app that grew from a simple MVP built for himself into a fast-growing fitness app generating $80K+ per month.After years of failed ideas, bad product decisions, and zero traction, everything changed when Vadim focused on validating ideas faster, testing onboarding and monetization aggressively, and building a personal brand that now reaches 400K+ followers on social media.In this episode, Vadim shares the real story behind the growth of KBMH, from launching fast with landing pages to running nonstop monetization experiments and even how a mistake in his cancellation flow generated a $40K revenue spike.If you're building an app, validating a new idea, or trying to scale revenue, this conversation is packed with real lessons from the trenches.You will discover:✅ The landing page strategy he uses to validate app ideas before building✅ Onboarding and monetization experiments that drove 15% trial-to-paid conversion✅ The accidental $40K revenue spike caused by a cancellation flow mistake✅ Why simple ad creatives outperform polished adsLearn More:Explore the KBMH Apphttps://kbmh.app Follow Vadim on Instagramhttps://www.instagram.com/vadim.kettlebell/You can also watch this video here: https://youtube.com/live/eZGIcL-IvWY*********************************************SPONSORSStill designing, resizing, and uploading screenshots manually? AppScreens lets you pick from hundreds of high-converting templates, generate for every device size and language in minutes, and upload automatically to directly to App Store Connect and Google Play Console. Trusted by more than 100K developers and ASO experts worldwide.Try it free: https://appscreens.com/?via=am*********************************************Want to know what ads your competitors are running right now?SocialPeta gives you access to real ad creatives and market insights across apps, games, and emerging content formats, so you can stay ahead without endless trial and error.Check it out at https://www.socialpeta.com/*********************************************Ready to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → ⁠https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

App Store Connect shows a lot of data, but it's not always easy to understand.In this video, Steve P. Young demos AppSignals, a new app analytics dashboard built specifically for indie app developers and small app teams.AppSignals simplifies your App Store analytics and shows the most important app growth metrics in one clear dashboard.Instead of digging through complicated reports, you can instantly see some important app metrics. If you're building or scaling an app and want a clear view of your installs, conversions, and revenue, this tool is designed to make app analytics much easier.Try it here

Meta suspends Mexican cartel accounts, multiple vulnerabilities have been found in Linux AppArmour, Instagram will disable support for end-to-end encrypted messaging and a supply chain attack hits AppsFlyer. Show notes Risky Bulletin: Meta disrupts Mexican cartels

In this episode, we break down the 2026 State of Subscription Apps report from RevenueCat, one of the largest analyses of subscription app performance ever conducted.We're joined by David Barnard, Growth Advocate at RevenueCat, to unpack the key insights from the report.The study analyzes 75,000+ apps and more than $11B in revenue across over a billion transactions, revealing what's actually working in today's subscription economy.One of the most surprising findings: apps launched before 2020 still generate nearly 70% of all subscription revenue, even though thousands of new apps are launched every month.If you're building or growing a subscription app, these benchmarks will help you understand where you stand and which levers can truly move revenue. You will discover:✅ Why the top 25% of apps grew 80%+ while the bottom quartile shrank✅ Why hard paywalls convert 5× better than freemium✅ The surprising truth about AI apps: higher revenue but worse retention✅ The growing importance of web-to-app funnels and web revenue✅ Benchmark metrics like conversion rates, RPI, and retentionLearn More:Connect with David:https://www.linkedin.com/in/drbarnard/State of Subscription Apps 2026:https://www.revenuecat.com/state-of-subscription-apps/?utm_source=appmasters&utm_medium=youtubeYou can also watch this video here: ⁠⁠https://youtube.com/live/8Tk_EHQUeaY*********************************************SPONSORSStill designing, resizing, and uploading screenshots manually? AppScreens lets you pick from hundreds of high-converting templates, generate for every device size and language in minutes, and upload automatically to directly to App Store Connect and Google Play Console. Trusted by more than 100K developers and ASO experts worldwide.Try it free: https://appscreens.com/?via=am*********************************************Got tons of freemium users who won't upgrade? Encore turns free users into paying customers and reduces churn by adding smart, curated affiliate offers at key user moments. Everyone wins with Encore.Learn more at ⁠https://encorekit.com/*********************************************Ready to take action? Start exploring AppsFlyer's deep linking suite -  coming soon as a standalone solution, independent of their measurement packages → https://bit.ly/46O7Wgd*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Most brands are quietly losing revenue because their web-to-app journey is broken.In this video, Steve P. Young (Founder of App Masters) breaks down:✅ Why ecommerce apps convert 3X higher than mobile web✅ How poor deep linking kills installs and revenue✅ Smart banner mistakes even big brands make✅ How Nike and Sephora handle web-to-app differently✅ How to fix your mobile growth funnel todayIf you're a growth marketer, lifecycle marketer, CRM manager, or ecommerce brand, this is one of the simplest levers you can pull to:✅ Increase app installs✅ Improve onboarding conversions✅ Reduce cart abandonment✅ Boost in-app revenue✅ Create seamless deep linking experiencesWe review real examples from Nike and Sephora to show what works, and where even billion-dollar brands leave money on the table.You'll also learn how smart deep linking solutions (like AppsFlyer's deep linking platform) can help you combine:✅ Direct app install from smart banners✅ Seamless product-level deep linking✅ Reduced friction from web to app✅ Better attribution and analyticsIf you're investing in paid traffic, CRM, email, or SMS but ignoring your web-to-app flow, you're likely losing significant revenue.Fix the funnel. Improve the journey. Increase app revenue.

In this episode, we are joined by Zakhar Azatian, a bootstrapped technical solo founder based in San Francisco and the creator of BeHard, a gamified accountability app built around lifestyle challenges.He's a two-time founder with one successful exit and has grown B2C mobile products to over 1 million users, without a big team or massive funding.In this session, Zakhar breaks down how he generates and tests hundreds of ad creatives per month, the gamification mechanics that dramatically increased retention and referrals, and how he treats App Store search like a technical optimization problem, not just marketing.If you're building a consumer app and want practical growth tactics, this episode is packed with real execution frameworks.You will discover:✅ How to generate and test hundreds of ad creatives per month with a tiny team✅ How to treat App Store search like a code optimization problem✅ Paid growth insights from Meta, TikTok & influencer marketing Learn More:Explore Be Hard

How do you successfully sell your app, prepare for a business exit, or structure a SaaS acquisition deal? In this episode, Steve P. Young, Founder of App Masters, on Exit Podcast by Flippa, shares real-world lessons from building, selling, and nearly exiting multiple app businesses, plus what founders must know before attempting a 7-figure exit.You'll learn:✅ How to sell apps on Flippa✅ Common mistakes founders make during exits✅ When it's the right time to sell your startup✅ Why distribution matters more than productSteve also explains how he scaled App Masters from a side hustle into a 30+ person global team, and why he shifted from selling businesses to acquiring them.If you're a startup founder, SaaS operator, app developer, or entrepreneur thinking about selling your company, this episode breaks down the exit process step by step.

In this solo episode, Steve P. Young, Founder of App Masters, breaks down the newest and most effective app monetization strategies working right now and some key insights he presented at AppsFlyer's MAMA San Francisco 2026.With competition increasing across the App Store and Google Play, monetization is no longer just about adding a paywall; it's about designing the right pricing strategy, structuring trials intelligently, and optimizing every step of the user journey.Steve will share real examples from top-grossing apps and explain how leading subscription apps are increasing revenue without increasing downloads.This session is perfect for founders, product managers, and growth teams looking to improve conversions and maximize subscriber lifetime value.You'll Learn:✅ How top apps structure paywalls to increase conversions✅ The smartest way to use trial-to-discount and paid intro offers✅ How to recover lost revenue with winback and triggered discount strategies✅ Pricing psychology tactics that increase ARPU without hurting conversionLearn More:Subscribe to the newsletter and get free access to the App Growth Playbook:https://appmasters.com/appgrowth-playbook/ You can also watch this video here: https://youtube.com/live/m-1TYFoA2sU*********************************************SPONSORSStill designing, resizing, and uploading screenshots manually? AppScreens lets you pick from hundreds of high-converting templates, generate for every device size and language in minutes, and upload automatically to directly to App Store Connect and Google Play Console. Trusted by more than 100K developers and ASO experts worldwide.Try it free: https://appscreens.com/?via=am*********************************************Thinking about your next great app? This is the best time to make it! Contact Chaim at b7dev.com and get your idea started! Delivery times are super short; you'll be surprised by the cost to develop! B7dev.com*********************************************If you're advertising your growing mobile app, you need a measurement partner you can actually rely on — and that's where AppsFlyer comes in.It gives you a clear view of your entire funnel — from the first impression all the way to the install, in-app events, and user LTV. You'll know what's driving real results, and what's just noise.What teams love about it? It's stable, accurate, and built to handle everything the mobile world throws at you — privacy changes, creative optimization, you name it.And when you need help? Their global support team is there 24/7 — not just to fix things, but to help you grow.If you're ready to level up your mobile marketing and make smarter decisions, check out AppsFlyer.com *********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Anna Tsymbalist, Head of Account-Based Marketing (ABM) at Influ2, explores the rapid rise of ABM and its impact on modern B2B marketing. She unpacks the evolution of Influ2's platform, highlighting how it enables marketers to target specific decision-makers, build dynamic audiences, and track contact-level intent and engagement with precision. Anna explains why this shift—from account-level to person-level marketing—has been critical for delivering more relevant, measurable campaigns. Throughout the conversation, Anna emphasizes that successful ABM hinges on tight alignment between marketing and sales, long-term strategy, and a deep understanding of buyer behavior. She also discusses common pitfalls, such as over-reliance on intent data and lack of cross-team coordination.   About Influ2 Influ2 is a B2B marketing platform built to bring precision and transparency to account-based marketing. Instead of targeting entire accounts, Influ2 enables marketers to reach specific decision-makers within buying committees, delivering highly personalized ads and tracking engagement at the individual level. By connecting marketing activities directly to sales outcomes, Influ2 helps teams align more effectively, optimize campaigns with real data, and drive measurable revenue impact. With Influ2, you can act on contact-level intent, reach specific buyers with ads, and make the revenue impact clear. 180+ enterprises and mid-market companies worldwide, including industry leaders such as Capgemini, AppsFlyer, and Hexaware, love the Influ2 technology.   About Anna Tsymbalist Anna's expertise has fueled 123% growth in ABM-generated revenue at Influ2, and contributed to a $52.5M Series B fundraising round at Shelf, alongside a year of 4x ARR growth. Anna is passionate about data-driven ABM campaigns that convert top-tier accounts.   Time Stamps 00:00:17 - Guest Introduction: Anna Tsymbalist 00:04:12 - Influ2 Overview and Its Role in ABM 00:04:30 - Challenges in ABM and the Need for Precision 00:08:07 - Contact-Level Targeting vs. Account-Level Targeting 00:12:39 - Key Elements for Successful ABM Campaigns 00:15:03 - The Importance of Data and Timing in ABM 00:17:57 - Common Mistakes in ABM Campaigns 00:26:18 - Best Marketing Advice Received 00:27:13 - Advice for New Marketing Graduates   Quotes "ABM is like this interesting mixture of strategic campaigns, demand gen and content, basically.” Anna Tsymbalist, Head of Account Based Marketing at Influ2. "Human behavior is at the core of any purchase. And that's what I always keep in mind that people are people and they're going to be behaving the way people behave." Anna Tsymbalist, Head of Account Based Marketing at Influ2. “ABM is not just a marketing initiative. So ABM can't be something that a couple of marketers are doing in their free time because it's just not going to work that way.” Anna Tsymbalist, Head of Account Based Marketing at Influ2   Follow Anna: Anna Tsymbalist on LinkedIn: https://www.linkedin.com/in/anna-tsymbalist Influ2 website: https://www.influ2.com/ Influ2 on LinkedIn: https://www.linkedin.com/company/influ2/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favorite podcast platform. Want more? Check out Napier's other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

With AI tools making it easier than ever to launch new apps, competition is exploding. The real competitive advantage today isn't product — it's distribution.In this video, I break down the single most important factor in app marketing: channel market fit and the 5 distribution channels you should consider to grow your app faster.If you're struggling to get downloads, this is the uncomfortable truth about app marketing in 2026.You'll Learn:✅ The #1 mistake founders make in app marketing✅ Why distribution beats product in 2026✅ How to use ASO for organic growth✅ Why Apple Ads is the best starting point✅ The “get the refund” mindset for growth✅ A controversial lifetime free growth hack (that still works)

In this episode, we are again joined by Michael Gants, founder and CEO of Encore, a new SDK helping subscription app developers turn churned users into paying subscribers.Michael is a Stanford grad, a Time Magazine “Leader of Tomorrow”, and a seasoned founder with a passion for building sustainable consumer businesses. Michael breaks down how leading apps use lifecycle experimentation, not just acquisition, but to retain and to winback. We'll go deep into A/B testing across the user journey, smart winback strategies, and the systems top teams use to improve retention, conversions, and subscriber value without relying on more installs.If you're building or scaling a subscription app, this session will help you think beyond surface-level experiments and focus on what actually moves revenue.You will discover:✅ What lifecycle experiments every subscription app should be running✅ How to structure A/B tests beyond onboarding and paywalls✅ Proven winback strategies that actually bring subscribers back✅ How smart layers and options increase subscriber conversionLearn More:Explore Encorehttps://encorekit.com/You can also watch this video here: https://youtube.com/live/x-JmAZbnD9M⁠⁠*********************************************SPONSORSStill designing, resizing, and uploading screenshots manually? AppScreens lets you pick from hundreds of high-converting templates, generate for every device size and language in minutes, and upload automatically to directly to App Store Connect and Google Play Console. Trusted by more than 100K developers and ASO experts worldwide.Try it free: https://appscreens.com/?via=am*********************************************Thinking about your next great app? This is the best time to make it! Contact Chaim at b7dev.com and get your idea started! Delivery times are super short; you'll be surprised by the cost to develop! B7dev.com*********************************************If you're advertising your growing mobile app, you need a measurement partner you can actually rely on — and that's where AppsFlyer comes in.It gives you a clear view of your entire funnel — from the first impression all the way to the install, in-app events, and user LTV. You'll know what's driving real results, and what's just noise.What teams love about it? It's stable, accurate, and built to handle everything the mobile world throws at you — privacy changes, creative optimization, you name it.And when you need help? Their global support team is there 24/7 — not just to fix things, but to help you grow.If you're ready to level up your mobile marketing and make smarter decisions, check out AppsFlyer.com *********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Meta's apparent comeback runs headfirst into shifting UA economics, rising creative costs, and new pressure from platforms like Reddit, forcing marketers to rethink what “working” actually means. We unpack whether Meta is truly back or just delivering short-term dopamine, why in-app ads could reshape ad-monetized LTV, and how CPMs, payback windows, and creative volume are redefining the hyper-casual and hybrid playbooks. Cihan and Josh join to break down the latest Appsflyer data, Reddit's Max campaigns, China's UA surge, and Liftoff's IPO and to debate whether AI is leveling the field or quietly squeezing the middle out of mobile marketing.Chapters: 00:00 Welcome to Deconstructor of Funds + UA Monthly kickoff00:17 Meet the guests: Jihan (Scaling.Games) & Josh (Wildcard Games)01:06 Today's agenda: Meta's return, Appsflyer report, Reddit AI ads, Liftoff IPO01:29 Is “Meta back” real? The 2.5 Gamers breakdown & the dopamine-hit spike02:52 What Meta's actually doing: rollout strategy, templates, and market impact06:05 In-app ads explained: why Meta buying inventory could boost ad-monetized LTV07:48 Ad quality debate: intrusive formats, churn-per-impression, and broken incentives12:58 Can hyper-casual come back? CPMs, payback windows, and hybrid monetization18:38 State of Game Marketing report: shrinking US spend, growth in Turkey/India20:16 The creative arms race: AI variations, the ‘middle class' squeeze, and rising noise23:25 AI Shrinks the Creative Gap: Small Teams Catch Up, Mid-Tier Stalls24:41 China's UA Surge + iOS Outspending Android: Where the Scale Is Coming From25:38 30 Creatives a Day: The New ‘Tax' of Competing in Mobile UA26:07 Ripoffs, Ethics, and Beating the Filters: The Dark Side of Creative Volume28:00 Hero Creatives Aren't Dead—But Copy Speed Forces Smarter Variations30:16 Copying vs. Trends: When ‘Stealing' Is Real (and When It's Just the Market)31:40 Is the Market Really an Iceberg? US Spend Down, Web Shops, and the ‘Hidden' Picture34:27 Reddit ‘Max' Campaigns: Advantage+ for Reddit with a Promise of Transparency37:19 Top Audience Personas: Useful Insight or Just a Fancy Dashboard?39:34 How to Test Reddit Max: Onboarding Friction, Learning Periods, and Scalability Unknowns40:58 Liftoff Files to Go Public: Valuation, Margins, Debt, and the AI Black-Box Race45:44 What's Liftoff's Moat? Engine vs. Fuel, Data Advantages, and the AppLovin Comparison48:35 Wrap-Up: UA Monthly Feedback, What to Cover Next

Want to increase your organic downloads without spending money on ads? In this video, I break down our proven app store optimization (ASO) framework for 2026. Whether you are an indie developer or managing a big brand, these strategies will help you rank higher on both the Apple App Store and Google Play Store.We cover the exact steps we use at App Masters to help clients find success, from keyword research to conversion rate optimization.In this ASO tutorial, you will learn:✅ The most important ASO ranking factors in 2026✅ How to find low-competition keywords that still drive revenue✅ The do's and dont's of selecting keywords✅ Some Real Case Studies:- $1,600 in revenue in the first 22 days from organic search- $3,000/month purely from long-tail ASO strategy- 90+ #1 keyword rankings using low-traffic terms

AI has fundamentally changed app development. With vibe coding, agentic workflows, and modern AI development tools, what used to take 6 months to build can now be shipped in weeks. Costs are lower than ever. Speed is no longer the bottleneck.But here's the problem: faster development hasn't led to better products or stronger app businesses.In this livestream, we're joined by Chaim Sajnovsky, Founder of B7 Dev, a development studio that has helped startups go from idea to launch for over a decade.Chaim brings real-world experience helping founders navigate AI-powered app development, outsourced development teams, and early-stage decision-making. Together, we'll break down why planning, positioning, and distribution now matter more than code, and why so many founders still fail even when building faster than ever.You will discover:✅ How AI reduced app development time and cost by 80%✅ Why “what to build” is now more important than “how to build.”✅ How to define your main hypothesis before writing code✅ Why most of these features don't drive product-market fit✅ AI tools founders are using right now (including Claude Code)Learn More:https://www.linkedin.com/in/chaim-sajnovsky-5003494/http://www.b7dev.com/You can also watch this video here: ⁠⁠https://youtube.com/live/unb8p-5MkuA*********************************************SPONSORSStill designing, resizing, and uploading screenshots manually? AppScreens lets you pick from hundreds of high-converting templates, generate for every device size and language in minutes, and upload automatically to directly to App Store Connect and Google Play Console. Trusted by more than 100K developers and ASO experts worldwide.Try it free: https://appscreens.com/?via=am*********************************************Got tons of freemium users who won't upgrade? Encore turns free users into paying customers and reduces churn by adding smart, curated affiliate offers at key user moments. Everyone wins with Encore.Learn more at ⁠https://encorekit.com/*********************************************If you're advertising your growing mobile app, you need a measurement partner you can actually rely on — and that's where AppsFlyer comes in.It gives you a clear view of your entire funnel — from the first impression all the way to the install, in-app events, and user LTV. You'll know what's driving real results, and what's just noise.What teams love about it? It's stable, accurate, and built to handle everything the mobile world throws at you — privacy changes, creative optimization, you name it.And when you need help? Their global support team is there 24/7 — not just to fix things, but to help you grow.If you're ready to level up your mobile marketing and make smarter decisions, check out AppsFlyer.com *********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

Most AI photo apps try to do everything, and end up blending in.In this video, Steve P. Young breaks down how Photo Revive AI scaled to over $500K/month by doing the opposite: niching down first, then expanding later.Instead of launching as “another AI image generator,” this app positioned itself around photo restoration and revival and used smart ASO, onboarding, and paywall strategies to win in a brutally competitive market.You'll learn:✅ Why niching down beats competing in red-hot AI categories✅ How Photo Revive AI generates ~$500K/month (verified across multiple tools)✅ The exact onboarding and paywall flow driving conversions✅ How credit-based pricing controls AI costs and boosts revenue✅ Why distribution matters more than features or UISteve walks through:• Real revenue estimates from Sensor Tower, AppFigures, and AppMagic• The full user journey from install → upgrade• Paywall tactics most founders overlook• How to start a niche, win early traction, and expand laterIf you're building:

In this episode, we're joined by Ben Moore, U.S. Managing Director of BeReal, one of the most culturally relevant social apps of the past decade.With 41M+ monthly active users worldwide, BeReal became App of the Year 2022 by doing what most social platforms wouldn't: going against algorithms, filters, and AI-driven content.With a background leading growth and monetization at TikTok, Walmart Connect, and global media networks, Ben brings a rare inside perspective on what actually drives product-market fit, retention, and cultural relevance in consumer apps.If you're building a consumer app and struggling with retention, differentiation, or product-market fit, this conversation will challenge conventional growth advice and give you a clearer playbook for what actually works in 2026 and beyond.You will discover:✅ How BeReal scaled to 41M MAU by removing algorithms instead of optimizing for them✅ Creator-led growth in 2026 and beyond✅ Lessons from BeReal's journey: from viral hype → durable, loyal product✅ Practical lessons app founders can apply to build durable growth in saturated marketsLearn More:

AppAdvice has officially shut down — so what does that mean for Apps Gone Free campaigns and lifetime free promos?In this video, Steve breaks down what really happened, why Apple is paying closer attention to these campaigns, and whether Apps Gone Free strategies still work in 2026.He'll share real data, real case studies, and hard-earned lessons from running these campaigns for years, including what triggered Apple's crackdown, what mistakes to avoid, and how app founders can still use promotions to kickstart downloads without risking app rejection or review removals.If you're struggling with app discoverability, ASO, or early traction, this video will help you understand the dos and don'ts of Apps Gone Free campaigns in today's crowded App Store.You'll learn:✅ Why AppAdvice shut down and what it means for app marketing✅ Real case studies showing 2,000–6,000 downloads in days (post-AppAdvice)✅How Apps Gone Free campaigns can still boost ASO and organic installs✅ The right and wrong way to ask for App Store reviews✅ How Indie App Santa fits into the future of app distributionKey takeaway:Apps Gone Free campaigns aren't dead, but the rules have changed. If you run them the wrong way, you risk Apple intervention. If you run them the right way, they can still be one of the fastest ways to jumpstart app growth.

בפרק מיוחד שהוקלט בלייב באירוע ההשקה של הקורס הדיגיטלי "היזם האנושי" בלאומיטק, והראשון לשנת 2026, אירחתי את אורן קניאל, מייסד שותף ומנכ"ל AppsFlyer. אורן מוביל היום חברה גלובלית שחוצה את רף ה-500 מיליון דולר בהכנסות, אבל השיחה איתו היתה הכל חוץ מרשמית. למעשה, לפי התגובות של הקהל באולם, אורן לגמרי צריך לשקול קריירה קריירה נוספת כסטנדאפיסט ולא רק כיזם ומנכ"ל מוכשר. השיחה שלנו לא עסקה במספרים ובסקייל אלא באדם שמאחורי המנכ"ל – זה שמתרגש לראות את עצמו של לפני 14 שנה בקהל, שמאמין שכל אחד מאיתנו הוא פסיפס של חוויות, ושיודע להפוך כל "לא" לדלק שמניע את המנוע קדימה. מהמטבח הצבאי ללב האקוסיסטם: פסיפס של חוויות המסלול של אורן ליזמות לא עבר ביחידות הטכנולוגיות הנוצצות כמו יזמים מצליחים רבים אחרים. הוא גדל בקרית מוצקין, התאהב במחשבים מגיל אפס - אבל בצבא מצא את עצמו דווקא כטבח. במשך שנים הוא ראה בחלק הזה במסע שלו פספוס ואכזבה גדולה, וניסה להתחמק משאלות בנוגע לשירותו הצבאי, אבל היום הוא מבין שדווקא שם נבנו חלק מהיסודות ליזמות שלו. המטבח לימד אותו אחריות אדירה – הידיעה שאם הוא לא מתפקד, אף אחד לא זז. הוא למד שם יצירתיות עם חומרי גלם, את היכולת לספק חוויה יומיומית לאנשים, ובעיקר את היכולת להתמודד עם ארגון מורכב כמו הצבא. עבור אורן, כל חוויה בדרך – מהתיקון של מחשבים כילד על אופניים, עובר בהטסת טיסנים כתחביב ילדות ועד לעבודה ב-VC בארצות הברית – היא חלק מהפסיפס שבונה את ה"אני" היזמי. זוגיות, שותפות ו"סוויץ'" במוח: לנהל הרמוניה, לא איזון אחד ההיבטים הייחודיים במסע של אורן הוא השותפות עם רשף, חבר מהתיכון, ועם ליסה, בת זוגו, שהפכה לחלק בלתי נפרד מהקמת החברה. אורן מודה בחיוך ששותפות כזו היא לא עבור כל אחד, אבל עבורם זו הייתה מציאות שנוצרה מתוך תשוקה משותפת והפכה לאחד מסודות ההצלחה של AppsFlyer. המפתח שלו להישרדות בתוך האינטנסיביות הזו הוא ה**"סוויץ'"** – היכולת המנטלית להעביר מודים. כשהוא עם הילדים, הוא באולטימייט פוקוס איתם; הוא לא חושב על העבודה. הוא לא מאמין במושג "Work-Life Balance" כי הוא מרגיש שזה מציב את העבודה מול החיים. מבחינתו, הכל צריך לחיות בהרמוניה של מערכות יחסים, שבהן מקיפים את עצמנו באנשים שכיף לנו לראות בבוקר, גם אם (ואולי בגלל) שהם יודעים להתווכח איתנו ולהגיד לנו שאנחנו טועים. מנהיגות כשקיפות ופידבק: חברות שלא נותנת הנחות בתוך התרבות של AppsFlyer, אורן מוביל קו של שקיפות ופידבק יומיומי. הוא מאמין שהיכולת לתת פידבק, גם כשזה לא נעים לשמוע, היא הביטוי האמיתי של אחריות וחברות. הוא מצפה מהאנשים שלו להיות אלה שמאתגרים אותו, שסותרים את דבריו ושעוזרים לו להשתפר. בעיניו, יזמות היא לא רק להקים חברה, אלא לקום בבוקר עם נחישות לשנות דברים בתוך המסגרת שבה אתה נמצא – בין אם אתה יזם או שכיר. הוא מעודד "Beginner's Mind" – להסתכל על הכל בסקרנות של פעם ראשונה, ודורש מהעובדים שלו להיות פרואקטיביים ולהשתמש בכלים חדשים כמו AI כדי לפלס דרכים חדשות. Doing Well by Doing Good: אגואיזם של נתינה אורן טוען שאין דבר יותר "אנוכי" מאשר לעזור לאחרים, כי התמורה שמקבלים חזרה היא עצומה. AppsFlyer מושקעת בפרויקטים חברתיים עמוקים: ממערכת יחסים רב-שנים עם ניצולי שואה ועד פרויקטים טכנולוגיים עם "Restart" לשיקום פצועי צה"ל. אלו לא רק תרומות כספיות; אלו צוותי פיתוח ודיזיין שמפתחים מוצרים מותאמים אישית לצרכים הייחודיים של הפצועים. בעיניו, העשייה הזו מחזקת את העובדים, נותנת להם תשוקה ומזכירה להם למה הם צריכים לבנות ביזנס מצוין – כדי שנוכל להמשיך להשפיע לטובה על העולם. איך להתמודד עם ה"לא": אין "לא", יש "לא עכשיו" התובנה אולי הכי חזקה של אורן ליזמים בתחילת הדרך נוגעת להתמודדות עם דחייה. כשמישהו אומר לו "לא", הוא פשוט שומע "לא עכשיו". הוא לא רואה במשקיעים גאונים שיודעים הכל; הוא מאמין שהיזם הוא זה שחייב להיות ה-"Domain Expert" שיודע הכי טוב. במקום להישבר מה"לא", הוא משתמש בו כדי לייצר "Fire" פנימי. זהו חוסן שנבנה מתוך היכולת לא להיתקע, לקבל אנרגיה מהקושי ולהמשיך לרוץ קדימה מתוך אמונה בלתי מתפשרת בדרך. מסר לסיום: המסע של אורן מלמד אותנו שיזמות היא דרך חיים מנטלית. היא דורשת מאיתנו לקחת אחריות על ההזדמנויות שלנו, להבין שהשיעורים הכי חשובים מגיעים לעיתים מאכזבות , ולזכור שהאנשים שאנחנו פוגשים בדרך – במיטאפ, במטבח או בבורד – הם אלו שהופכים את המסע הזה למשמעותי באמת.

This week in games, we go all-in on the hottest industry shake-ups: Fortnite turns the monetization dial up, Meta slashes Reality Labs in a major XR reality check, and Pixel Flow emerges as a potential puzzle hit — if it can crack the retention challenge. We break down why strong core mechanics aren't enough, spotlight the rapid rise of Turkish game studios, pull the most important takeaways from the latest AppsFlyer report, track where gaming investment is really flowing across mobile and PC, and wrap with a heated debate on how AI is already reshaping game development — who wins, who loses, and what it means for the future of games.00:00 Welcome01:15 Episode Intro & Shills05:54 Fortnite's New In-Game Transactions14:03 Meta's Reality Labs Layoffs25:54 Pixel Flow: A New Puzzle Game32:57 Balancing Magic Sort Gameplay33:35 Early Success and Retention Concerns34:06 Turkish Game Development Excellence39:30 Marketing Insights from Apps Flyer Report43:30 Investment Trends in Gaming48:35 AI's Impact on Game Development54:05 Debate on AI in Game Development01:02:10 Concluding Thoughts on AI and Gaming

If you're spending money on paid app marketing, Meta Ads, ASA, CTV, or influencer campaigns, you need to understand what's really working behind the scenes.AppsFlyer just rolled out its biggest product release yet, launching 8 new tools for app marketers. In this video, Steve P. Young breaks down the 2 most game-changing tools for UA managers and how they're transforming the way we measure performance:

In this episode, we're sharing a recording of a live coaching call with one of our clients, Ben, CTO & Co-Founder at Ertigo, a company behind a portfolio of yoga and flexibility apps.Ben's already nailed the basics of ASO and early user acquisition, but now he's ready to take things to the next level, scaling efficiently, building a long-term growth roadmap, and choosing the right tools for sustainable success.Together with Steve P. Young, they break down the ideal mobile app growth framework, the difference between growing a single app vs. an entire portfolio, and what every founder should do before investing heavily in paid channels.You will discover:✅ The ideal app growth framework, when to move from ASO → ASA → Meta/TikTok✅ How portfolio growth differs from scaling a single app✅ How to set up your social media channels to fuel app installs✅ The truth about MMP tools, Adjust vs. AppsFlyer, and which one fits your stage✅ The #1 mistake founders make when transitioning to paid marketingLearn More:Check out:https://apps.apple.com/id/app/chair-yoga-for-seniors-sitfit/id6741904178 Connect with Ben:https://www.linkedin.com/in/boonya-kitpitak/You can also watch this video here: https://www.youtube.com/live/2QNlnFOaOtYWant expert guidance to grow your app? Book a quick call with App Masters:https://appmasters.com/contact-us/Get training, coaching, and community: https://appmasters.com/academy/*********************************************SPONSORSYou don't need a big team or budget to succeed in ASO.ASOMobile helps you find the best keywords, track your rankings, and see what competitors are doing — all in one simple platform.And if you want to keep growing, use the promo code APPMASTERS40 to get 40% off any plan, for any period at http://bit.ly/49y6rEP*********************************************Launch a high-performing branded Web Shop in minutes—or build a fully custom storefront without the hassle.Xsolla's modular solution reduces platform fees, supports 1,000+ global payment methods, and ships with built-in LiveOps and customization tools—so every purchase puts more revenue back in your studio's pocket.Check out now: https://tinyurl.com/43hda5tf*********************************************Follow us:YouTube: ⁠AppMasters.com/YouTube⁠Instagram: ⁠@App MastersTwitter: ⁠@App MastersTikTok: ⁠@stevepyoung⁠Facebook: ⁠App Masters⁠*********************************************

This special ‘Best of 2025' episode compiles standout insights from top mobile marketing leaders who joined Apptivate this year. Across five segments, the show digs into the realities of AI in ad production, growth lessons from global brands, the rise of community-driven retention, loyalty tactics for the holiday season, and the intersection of brand authenticity with performance marketing. Guests include Andre Kempe (Admiral Media), Luca Stefanutti (Adidas Running), Advi Bishnoi (Social Plus), Sue Azari (AppsFlyer), and Shilpa Reddy (Acorns/Down Under School of Yoga). Listen in for actionable solutions for growth, retention, creative production, and privacy-first engagement, plus practical advice on what really works in mobile right now.Key topics and questions:Where does AI in ad production create results, and where do humans still win?How do brands like Adidas Running turn experimentation into meaningful growth?Why is retention now the core of mobile growth - and how does community drive it?How can e-commerce brands use ‘Q5' and loyalty tactics to turn new installs into revenue?Is performance marketing and brand-building a single story? And what role do podcasts play in establishing trust?Timestamps:Segment 1: Andre Kempe, Admiral Media(1:05) Workflow: AI tools vs. human quality control(6:20) How much faster is creative production with AI?(7:40) Where AI makes the biggest impactSegment 2: Luca Stefanutti, Adidas Running(8:18) Surprising growth learnings(10:56) Turning insights into action(13:03) Creative strategy for user acquisitionSegment 3: Advi Bishnoi, Social Plus(15:15) Why retention is the real growth lever(16:38) Marketing silos and who owns retention(19:45) Organic engagement vs. promos/events(21:06) First-party data for privacy and insightSegment 4: Sue Azari, AppsFlyer(24:11) Defining Q5 and end-of-year cycles(25:22) Loyalty, remarketing, and channel tacticsSegment 5: Shilpa Reddy, Down Under School of Yoga (formerly Acorns)(34:10) Marketing flywheel: fit, LTV, brand(40:28) Brand investments in LTVQuotesAndre Kempe(8:06) “We have a better win rate or success rate with creatives that we are still manually producing, no matter what.”Luca Stefanutti(11:40) “I think here that the most important part is to have a key connection with certain people that are constantly, consistently working and have a growth mindset.”Advi Bishnoi(16:00) “A lot of times, the actual act of nurturing existing customers is left to, let's say, the business development department or the customer success department.”Sue Azari(24:20 ) “Q5 is typically the period that sits towards the end of December into January, where it's that next wave of the increase that we see in shopping app installs and purchases.”Shilpa Reddy(40:27) ”LTV almost by definition is long-term. It allows you to justify investments in brand.”Mentioned in this episode:Andre Kempe on LinkedInLuca Stefanutti on LinkedInAdvi Bishnoi on LinkedInSue Azari on LinkedInShilpa Reddy on LinkedInRemergeAll Apptivate episodes

What if your company stopped chasing quarterly goals and spent an entire month training every employee on AI? That's exactly what AppsFlyer did, and it completely transformed how they approach innovation.In this episode, AppsFlyer down with Barak Witkovsky, Chief Product Officer of AppsFlyer, to discuss one of the boldest AI transformation experiments I've ever heard of. For four weeks, they paused regular business objectives and put all 1,300 employees through an AI builder course. Not on top of their work. AS their work.What We Cover:1. Why AppsFlyer stopped chasing OKRs to invest in AI education across the entire company2. How AppsFlyer's CEO and CPO learn about AI from their own employees (including marketers who know more than developers at other companies)3. How AppsFlyer evolved from a measurement platform into a modern marketing cloud with autonomous AI agents4. How do you get marketers to trust AI when they're deploying tens of millions in ad spend?5. Why AppsFlyer is betting on an open AI ecosystem with MCP and Agent Hub6. Are marketers becoming obsolete or are they about to become "bosses of agents"?7. Why executives are bullish on AI while directors and managers feel anxious (and what to do about it)Timestamps:00:00 AI Integration at AppsFlyer04:15 The ROI of AI Investments05:14 Evolution to a Modern Marketing Cloud16:30 Challenges of Omnichannel Measurement22:26 AI Agents in Marketing27:01 Becoming an AI-First Company31:29 The Role of AppsFlyer in the AI Ecosystem44:38 The Ultimate Growth Machine Vision47:18 Final Thoughts

We've got another round of the popular ‘Ask Me Anything' session with me - STEVE P. YOUNG!In this session, Steve will break down the app marketing trends happening in 2026 to help simplify your path to a breakthrough.This is your chance to have your questions answered — whether it's about monetization, paid ads, or scaling your app business. No topic is off-limits!Learn More:Join the App Founder's Community:https://appfounders.co/You can also watch this video here: ⁠https://www.youtube.com/live/ruhh71nqzeYSomething exciting is brewing at AppsFlyer - their first Fall Release is almost here!We'd love to tell you more... but you'll have to register for the November 18 online event to find out what's shaping the future of marketing.

Ever wondered how some apps skyrocket up the charts while you're still stuck optimizing screenshots?

Struggling to grow your app's revenue in 2025? In this episode, we break down the Top 5 App Monetization Trends you can't afford to ignore this year, backed by real data and growth insights.We're joined by Daphne Tideman, Growth Consultant, author, and former Head of Growth at Heights, where she helped 10x their subscriber base in just 18 months. Daphne reveals what'll really drive app growth in 2026, from premium pricing and smarter packaging to hybrid monetization models and beyond.If you're stuck or searching for new ways to monetize your app, this is a must-watch episode that shows exactly what's working right now.You will discover:✅ The 5 biggest monetization trends shaping the app industry in 2026✅ Why premium pricing is the new normal (and users are okay with it)✅ How smart pricing & packaging boost conversions and ARPU✅ Why app-to-web checkout is becoming a growth weaponLearn More:Connect with Daphne:https://growthwaves.substack.com/ https://daphnetideman.com/You can also watch this video here: https://www.youtube.com/live/0WESZA_fj_ASomething exciting is brewing at AppsFlyer - their first Fall Release is almost here!We'd love to tell you more... but you'll have to register for the November 18 online event to find out what's shaping the future of marketing.

We've all been told the same story: build a great product, and success will follow. But history tells a different tale. The truth is, most great products never make it—not because they weren't good enough, but because they never found their way to the people who needed them.In this talk at App Growth Summit, Steve shared why distribution is the real engine of growth—and how focusing on your channels first can unlock exponential scale. From household brands to breakthrough startups, the winners didn't simply build better; they built more innovative paths to market.This is a talk about flipping the script: why the fastest way to grow isn't adding more features, but finding the right shortcut to scale.You'll learn:✅ How one app went from $0 → $90,000 ARR — completely free using lifetime deals + smart ASO✅ The “brandjacking” keyword hack that indie devs use to rank #1 without big budgets✅ How a no-code founder used paid tests + AI tools to hit $1M ARR with no app✅ Why “content-first” launches are dominating 2025 — and how one viral TikTok created a brand-new app categoryIf you're serious about app growth — this talk is your 2025 playbook.Something exciting is brewing at AppsFlyer - their first Fall Release is almost here!We'd love to tell you more... but you'll have to register for the November 18 online event to find out what's shaping the future of marketing.