Mobile Dev Memo Podcast Season 5, Episode 17: MDM Mailbag #1 (with Taylor Holiday)
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Apr 23, 2025 Taylor Holiday, CEO of Common Thread Collective and a key figure in DTC Twitter, dives into the pressing issues in e-commerce advertising. He discusses how tariffs are forcing brands to change strategies amid declining consumer confidence. The conversation also sheds light on the evolving business models post-COVID-19, moving from percentage-based to fixed pricing. Holiday tackles the skepticism surrounding Apple’s data strategies and the intricate dynamics of mediation in app auctions, emphasizing the need for transparency and innovative approaches in digital marketing.
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Signs of Consumer Spending Softness
- Consumer acquisition costs increased 16% in the last 28 days, signaling early signs of market softness.
- Existing customer revenue rose 8%, offsetting new customer decline, but this approach is not sustainable long term.
Inventory Shapes Tariff Impact
- Inventory levels determine how brands manage tariffs: high inventory offers advantage, low inventory makes tariffs business-nonviable.
- Brands with incoming tariff-subject inventory struggle as selling products at a loss makes the business unsustainable.
Start Audits With Business Alignment
- Begin account audits by aligning ad performance with the client's financial plan and business objectives.
- Avoid evaluating media buying without understanding unit economics and inventory alignment with advertising strategies.