Shopify today published the latest version of Edition, its regular overview of the new product features it has made available to its merchants. As part of this release, I had the exclusive opportunity to speak with Andrius Baranauskas, Shopify's Director of Advertising Products, about Shopify's advertising products and strategy. Among other things, we discuss: Why Shopify is building marketing tools for merchants; What makes Shopify's data relevant for ads targeting; How Shopify's ad products are structured and how advertisers interface with them; Shopify's ad products roadmap; How Shopify's advertising products fit into the broader eCommerce advertising ecosystem. Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance. InMobi. InMobi offers a full-stack, AI-powered suite of solutions to help app marketers and publishers conquer the modern mobile era. Explore how InMobi Advertising can drive growth for your business at go.inmobi.com/memo. INCRMNTAL⁠⁠. True attribution measures incrementality, always on. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

Niels Hoven, the CEO and founder of Mentava, discusses the nuances of creating educational apps for young learners. He dives into the design challenges for both children and parents, emphasizing the need for intuitive interfaces and meaningful feedback. Niels also tackles monetization hurdles and price sensitivity in the edu-tech space. Plus, he shares the exciting story behind Mentava's unexpected launch, showcasing how controversy can surprisingly drive engagement and validation. Tune in for valuable insights on transforming education through technology!

Maor Sadra, CEO of INCRMNTAL, dives into the shifting landscape of marketing measurement. He discusses the evolving perception of media mix modeling and its limitations compared to incrementality measurement. The conversation highlights trends in user acquisition budgets, particularly the increasing relevance of web platforms. Sadra also explores the impact of AI on marketing strategies and the challenges advertisers face in adapting their methods, including the integration of new technologies while navigating privacy concerns.

In this conversation, Annina Salvén, COO of BIT ODD and former CFO at Next Games, shares her insights on the evolving mobile gaming landscape. She discusses the fundraising challenges faced by startups and the significance of a diverse investor base. Annina contrasts the mobile gaming scene from 2016 to today, highlighting new revenue opportunities and user acquisition strategies. They also explore Helsinki's emergence as a gaming hub and the changing dynamics of game publishing, emphasizing collaboration as key to success.

Dive into the fascinating world of AppLovin and uncover its impressive growth trajectory in mobile gaming advertising. Discover the ins and outs of direct response advertising and its critical role in driving performance marketing. Explore the effects of Apple's App Tracking Transparency on the industry. Get insights into AppLovin's strategic acquisitions that enhance its market stance and learn about the broader dynamics shaping the mobile advertising landscape. It's an enlightening journey through a captivating segment of digital marketing!

Paul Bannister, Chief Strategy Officer at Raptive, delves into the implications of Google's AI Overviews for web publishers. He discusses how these AI tools are perceived by publishers and their potential impact on traffic. The conversation touches on Google's strategy regarding the Open Web and competition from LLM-based chatbots. Bannister also explores whether AI Overviews might incentivize publishers to license their data and examines the significance of human-generated content in an increasingly AI-driven digital landscape.

In this engaging discussion, Kate Minogue, a seasoned fractional CMO and former Head of Marketing Science at Meta, shares her expertise on app marketing analytics. She emphasizes the importance of understanding marketing analytics as a foundation for app developers. Topics include optimizing user engagement through strategic 'optimization moments,' channel diversity for effective advertising, and the evolving role of fractional CMOs in helping startups achieve sustainable growth. Kate also reevaluates the significance of Lifetime Value in a shifting market landscape.

Thomas Petit, a leading voice in mobile marketing and an expert on subscription apps, shares his insights on the evolving landscape of web-to-app transitions. He discusses how the FTC's 'click-to-cancel' rule could reshape subscription dynamics and the differences in web acquisition strategies between gaming and non-gaming apps. Petit highlights the challenges posed by Apple's App Tracking Transparency and the necessity for marketers to innovate amid stringent app store regulations. Tune in for a deep dive into the future of app subscriptions!

In this engaging discussion, Christoffer Holmgård, CEO and co-founder of modl.ai, shares insights on the transformative role of AI in game development. He reveals how AI empowers developers to automate mundane tasks, enhancing quality assurance and creating richer game worlds. Holmgård discusses the potential for personalized gaming experiences and the balance between tailored content and social interaction. He also dives into the future of AI in live operations, emphasizing its ability to predict player engagement and enhance ongoing gameplay.

Andrey Fradkin, an Assistant Professor of Marketing at Boston University specializing in the digital economy, dives into the complexities of antitrust issues in tech. He discusses how digital marketplaces can trend toward anti-competitive behavior and critiques Amazon's treatment of its own products in search rankings. The conversation also explores the implications of advertising practices on consumer welfare and the evolving landscape of antitrust enforcement in the age of AI, shedding light on the intricate balance between competition and consumer benefit.