Mobile Dev Memo Podcast Season 5, Episode 4: The state of mobile programmatic advertising in 2025 (with Pan Katsukis)
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Jan 22, 2025 Pan Katsukis, CEO of Remerge and co-founder of Madvertise, shares his extensive insights into mobile programmatic advertising. He discusses the evolution of this space and dispels common misconceptions that advertisers have. Katsukis highlights the importance of adopting effective targeting techniques and managing budgets appropriately. He also dives into the challenges posed by Apple's App Tracking Transparency and the unique opportunities in non-gaming inventory. The convo is rich with strategies for advertisers navigating this dynamic landscape.
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Remerge's Origin
- Pan Katsukis has been in mobile since 2008, co-founding Madvertise, a mobile ad network.
- He co-founded Remerge in 2014, focusing on app retargeting and celebrating 10 years in 2024.
Berlin: Mobile Ad Tech Hub
- Berlin became a mobile ad tech hub due to its early adoption of mobile technology and experimentation.
- Companies like Adjust, HitFox, and Madvertise emerged from Berlin's vibrant and chaotic tech scene.
State of Mobile Programmatic
- Mobile programmatic inventory has doubled since 2020, but iOS ATT significantly impacted targeting and measurement.
- Budgets shifted heavily towards Android after ATT, demonstrating iOS advertisers' hesitation due to transparency concerns and limited SKAN adoption.