Business of Apps Podcast #248: Beyond walled gardens: Unlocking new paths for UA with Omri Argaman, Co-Founder and CMO at Zoomd
As app marketers navigate rising costs and tightening privacy rules, one truth is becoming clear — relying solely on Meta, Google, and TikTok is no longer sustainable.
Beyond those walled gardens lies a vast, often overlooked landscape — the open internet — where opportunities for user acquisition remain untapped.
In this App Talks special of the Business of Apps Podcast, David Murphy sits down with Omri Argaman, Co-Founder and CMO of Zoomd, to unpack how brands can scale efficiently outside the major ad platforms. Omri shares lessons from running thousands of campaigns across more than 600 integrated channels — from SDK and OEM partnerships to mobile operators and in-game ads.
You’ll hear why advertisers need to rethink where their users are, how to combat fraud while operating in open markets, and what strategies help brands grow globally without overspending on the usual platforms.
If your growth plan still starts and ends with Meta or Google — this episode will change how you think about your acquisition mix.
Let’s dive in: here’s Omri Argaman, Co-Founder and CMO at Zoomd.
Today’s topics include:- Expanding beyond walled gardens: Why advertisers should move past Meta, Google, and TikTok to access untapped audiences and reduce competition.
- Understanding the open internet: Overview of ad channels like SDK networks, OEMs, mobile operators, DSPs, affiliate, native, and in-game advertising.
- Key challenges: Need for experienced partners, patience in optimization, regional differences, and higher exposure to ad fraud.
- Success stories: Case studies showing 200% growth for a streaming app and 30% lower acquisition costs for an e-commerce brand.
- Practical advice: Start small with test budgets, focus on performance models, use anti-fraud tools, and find reliable partners for sustainable scale.
“A lot of advertisers avoid the open internet because they don’t have the knowledge or the right partner — but that doesn’t mean their customers aren’t there.”
“Success outside the walled gardens takes patience. You need to test, measure, and adapt across regions — not just spend and hope for results.”
“Don’t be afraid to step beyond Meta and Google. Start small, work on performance models, and you’ll find a whole new ocean of users to acquire.”
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