My guest on this episode of the podcast is Rishabh Jain, the CEO and co-founder of FERMÀT Commerce, an eCommerce advertising optimization platform. This is Rishabh's third appearance on the podcast (see one and two).

I invited Rishabh back to the podcast to provide a broad overview of the state of eCommerce advertising at the outset of 2025. Among other things, we discuss:

• Rishabh's outlook on eCommerce this year;
• Meta's opportunities with Advantage+ Shopping Campaigns (ASC);
• Whether Meta is purposefully slow-rolling the introduction of generative AI tools for ad creative;
• Whether generative AI for ad creative will be captured entirely by the big platforms by necessity;
• TikTok shop;
• How Shopify's advertising products might evolve over the next 3-5 years;
• The rise of incrementality among eCommerce merchants;
• Rishabh's spiciest AppLovin take.

Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

• INCRMNTAL⁠⁠. True attribution measures incrementality, always on.
• ⁠⁠⁠Clarisights⁠⁠⁠. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to⁠⁠⁠ clarisights.com/demo⁠⁠⁠ to try it out for free.
• ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.

Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.