Marketecture: Get Smart. Fast. Episode 152: Jim Payne is back! His new SDK lets you control monetization with AI
Dec 12, 2025
In this enlightening discussion, Jim Payne, an ad tech pioneer known for founding MoPub and Max, shares insights into his latest venture, CloudX. He explains how 'monetization as code' revolutionizes ad management for mobile publishers, utilizing AI to automate ad trafficking. Jim reveals the partnership with Meta that enhances auction security through trusted execution environments. The conversation also touches on the complexities of mobile ad stacks, the difference between mobile and desktop strategies, and some industry anecdotes from Jim's storied career.
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Monetization Treated As Source Code
- CloudX treats an app publisher's monetization stack as code, storing line items, targeting, and rules in files managed like source code.
- That unlocks Git-style versioning, branching, and AI-driven automation for ad ops and deployment.
Automate Line Item Trafficking With AI
- Use AI agents (Claude) to automate creation and mapping of line items across SDKs and servers to reduce manual errors.
- Let agents manage IDs, placements and deployments so small teams can operate complex mobile stacks reliably.
Segmented Monetization Unlocks Higher LTV
- Mobile publishers need granular, audience-aware monetization because users vary widely in LTV and behavior.
- CloudX enables publishers to ring-fence inventory and serve different creatives/pricing to high-LTV segments.
