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Mobile Dev Memo Podcast
Season 5, Episode 4: The state of mobile programmatic advertising in 2025 (with Pan Katsukis)
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.
46:22
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Quick takeaways
- The evolution of mobile programmatic advertising highlights the need for advertisers to adapt to new targeting techniques post-IDFA loss.
- Berlin's collaborative atmosphere fosters innovation in mobile ad tech, driving the emergence of startups that redefine performance advertising best practices.
Deep dives
The Evolution of Mobile Advertising
The mobile advertising landscape has experienced significant changes over the past few years, driven by major events such as COVID-19 and Apple's App Tracking Transparency (ATT) framework. As mobile usage continues to grow, the availability of programmatic inventory has also increased, with expectations of more than double the reach from 2020 to 2024. However, ATT has disrupted traditional targeting methods by removing the Identifier for Advertisers (IDFA), resulting in a shift away from iOS advertising towards Android platforms. Despite initial declines in iOS ad performance, a gradual recovery is underway as advertisers become more comfortable with no-ID inventory and techniques to optimize campaigns.
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