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.

In this discussion, Koen Pauwels, a marketing professor at Northeastern University, and Julian Runge, an assistant professor at Northwestern, dive into the nitty-gritty of marketing experimentation versus probabilistic measurement. They highlight the importance of randomized control trials and how firms often misapply Media Mix Modeling. The duo also explores ways to measure brand equity, emphasizing a balance between quantitative and qualitative insights. Additionally, they shed light on effectively demonstrating marketing value to finance teams and integrating new measurement techniques in a rapidly changing digital landscape.

Meta's recent transformation is nothing short of remarkable. From a revenue decline in 2022 to a resurgence in 2023, the company redefined its advertising strategy in response to Apple’s privacy policies. By leveraging user behavioral profiles and automating ad processes with AI, Meta revolutionized its approach to digital marketing. The intriguing 'Millionaire's Mall' thought experiment sheds light on advertising complexities. This story reveals how a corporate comeback unfolded amid industry challenges and evolving tactics.

In this discussion, Raveesh Bhalla, Product Lead for Homepage Recommendations at Netflix, dives into the fascinating world of product personalization. He explains how big tech implements tailored experiences and the transformative role of AI and LLMs in this process. Raveesh sheds light on the balance required between traditional product management and evolving personalization strategies. He also emphasizes the economic impact of small optimizations in recommendation systems and the need for cultural sensitivity within tech organizations.

Jorge Ruiz, TikTok's Global Head of Marketing Science, shares insights into navigating advertising effectiveness in a privacy-conscious world. He discusses TikTok's innovative measurement solutions amid tighter regulations and common pitfalls advertisers face. Key topics include the distinct measurement strategies for app versus e-commerce, the significance of creative analytics, and incrementality in marketing. Jorge also emphasizes the need for tailored approaches in adapting to privacy challenges and the evolving landscape of advertising measurement.

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!