Mobile Dev Memo Podcast

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.

Andrew Lipsman, a retail media expert and writer behind Media, Ads + Commerce, dives into the dynamic world of retail media. He discusses the explosive growth of retail media, questioning if budgets are new or redirected funds. The conversation highlights measurement challenges advertisers face with multiple networks and the potential for consolidation in the sector. Lipsman also explores the intersections of retail media and AI, noting how context and ad quality affect consumer attitudes toward ads in e-commerce.

Fred Leach, Vice President of Product Development at Meta, dives into the recent dramatic shifts in Meta's advertising platform. He unpacks the significance of incrementality optimization and its measurement, revealing how these new strategies benefit advertisers. The conversation highlights the integration of third-party analytics for enhanced performance and a fresh approach to value-based segmentation. Leach also discusses the future symbiosis of generative AI with ad creative production, promising to reshape campaign management for better results.

Garrett Johnson, an Associate Professor of Marketing at Boston University's Questrom School of Business, dives into advertising incrementality. He explains how marketing teams can measure the true impact of their ads and whether that impact is genuinely knowable. The intriguing concept of Ghost Ads is introduced, showcasing how they automate experiments and improve understanding of ad effectiveness. Johnson also discusses the commercial risks of ignoring incrementality, emphasizing the need for rigorous measurement in today's complex advertising landscape.

Ari Paparo, CEO of Marketecture and an ad tech authority, joins to unpack the Department of Justice's lawsuit against Google. He discusses critical allegations, including Google's restrictive practices on real-time bidding and header bidding suppression. Ari explains how these tactics harm competition and why they matter to publishers. The conversation also delves into the implications of Google's Project Bernanke and the need for transparency in ad tech. Prepare for intriguing insights into the complexities of digital advertising and antitrust issues!

Bill Grosso, CEO of Game Data Pros and an expert in experimentation for digital entertainment, dives into the nitty-gritty of product testing. He discusses the crucial role of experimentation in enhancing user experiences and how to integrate it effectively within product teams. The conversation highlights common pitfalls teams face and the necessity for rigorous A/B testing. Pricing strategies and the challenges of data interpretation in gaming are also examined, providing insightful strategies for marketers and developers navigating today’s dynamic landscape.

Rob Leathern, a trust and safety and business integrity executive, dives deep into the dark side of social media, discussing how AI can be exploited by malicious actors for scams and abuse. He highlights the critical role of business integrity teams in tackling these threats and the balance between automated tools and human oversight. The conversation explores the evolving threat landscape of deepfakes and privacy vulnerabilities, emphasizing both the proactive and reactive strategies needed to safeguard user trust in an increasingly complex digital world.

Barak Witkowski, Chief Product Officer at Appsflyer, dives into the world of mobile advertising. He discusses how advertisers are adapting to the rapid changes in privacy and signal loss. Witkowski highlights the significance of innovative methodologies, such as AI and data clean rooms, to enhance measurement accuracy. He also emphasizes the role of the web in driving app installs and outlines the transformation of SKAdNetwork into the Ad Attribution Kit. The conversation wraps up with a glimpse into the future trends of mobile ad measurement from 2024 to 2028.