Business of Apps Podcast

For many app teams, ads are treated as a necessary tradeoff — something you accept in exchange for revenue. But ad quality isn’t just an ad ops issue. It directly shapes user experience, retention, and how people perceive your app. In this episode, we’re sharing an App Talks interview where David Murphy speaks with Alex Yerukhimovich, General Manager at AppHarbr. Alex breaks down what ad quality really means in practice, why the problem is getting worse, and how bad ads can quietly undermine performance — through shorter sessions, higher churn, and even one-star reviews that impact store visibility. From disruptive ad behaviour to scams and deceptive creatives, this conversation is a practical look at why publishers need more transparency and more control over what gets served inside their apps. Today’s topics include: Ad quality defined: why users see ads as part of the app experience — and blame publishers for what they see The three major categories of “bad ads”: inappropriate content, disruptive behavior, and malvertising scams Why ad quality is becoming a bigger problem outside gaming, especially for apps built on long-term retention How bad ads damage monetization and growth: shorter sessions, uninstalls, churn, and one-star reviews that affect store visibility What publishers can do about it: transparency, proactive enforcement, and real-time control instead of relying on ad networks to fix issues Links and Resources: Alex Yerukhimovich on LinkedIn Appharbr website Business Of Apps - connecting the app industry Quotes from Alex Yerukhimovich “Users associate any bad experience within the app with the app itself.” “If the ads in your app are bad for your users, your app is bad.” “Ad quality in the industry deteriorates… it’s getting worse and it requires active approach to solve it.” Host Business Of Apps - connecting the app industry since 2012

Dan Shabtay, Co-founder of Z2A Digital, dives into the revolutionary shift in app discovery driven by ChatGPT's emerging ecosystem. He explains how this LLM platform allows solo entrepreneurs to create and launch functional apps without traditional coding, democratizing development. The conversation also highlights immediate access to a massive user base, transforming user acquisition strategies. Plus, Shabtay discusses the coexistence of traditional and new LLM-based marketing channels, emphasizing adaptability as the key skill for success in this evolving landscape.

Happy 2026, everybody! We're kicking off this year with an episode from our partner Branch - mobile attribution platform and app analytics solutions for enterprises. Join Adam and Amanda of Branch as they sit down with Shumel Lais, a mobile growth expert with over a decade of experience, to explore the essential strategies for launching and scaling subscription apps. From setting up proper analytics and understanding payback periods to navigating iOS challenges and leveraging AI, this episode delivers practical insights for both startup founders and established app developers. Learn why immediate ROI isn't always the goal, when to start paid acquisition, and how to build a sustainable growth strategy in today's complex mobile landscape. Links and Resources: Shumel Lais on LinkedIn Day30 website Branch website Business Of Apps - connecting the app industry Quotes from Shumel Lais: “In the app ecosystem, there’s traditionally two key verticals: gaming and non-gaming subscription apps. The gaming folks are typically pretty well resourced when it comes to BI and data science, but on the non-gaming side it’s lacking — and that’s really where we’ve seen the opportunity.” “There are a lot of really exciting things possible with data science and machine learning. The question is how good we can get the signals that feed these black-box algorithms through prediction.” “What I see with early-stage teams is a desire to recoup their investment almost immediately. That makes sense when cash is constrained, but the bigger apps grow faster because they’re willing to wait six to twelve months to get that money back."

App Store optimization is often treated as a checklist item — update keywords, run a few tests, maybe layer on some paid traffic. But when those pieces operate in isolation, teams miss the real opportunity: using paid and organic together as a single, feedback-driven system. In this episode, we’re sharing an App Talks interview with David Quinn, VP of Strategy and Partnerships at Gummicube. David reframes ASO not as a standalone discipline, but as a full-funnel acquisition and conversion engine — one where keyword strategy, creative testing, and paid campaigns continuously inform one another. Today’s topics include: Why ASO only works when keyword strategy, creative testing, and paid campaigns are treated as one system How paid campaigns can actively support organic rankings instead of cannibalizing them Using Apple Search Ads taps and share of voice to influence App Store search performance Structuring Apple Ads campaigns and ad groups for clearer insights and better optimization The role of custom product pages in improving conversion and lowering paid acquisition costs Links and Resources: David Quinn on LinkedIn Gummicube website Business Of Apps - connecting the app industry Quotes from David Quinn “ASO isn’t any one of these things in a vacuum — it’s the combination of keyword updates, A/B testing, and paid campaigns, and the learnings you get from all of them together.” “If you launch paid campaigns before setting up your metadata, you’re missing a huge opportunity for the algorithm to understand what you should rank for.” “Paid search placements can help organic performance because taps are signals — if users choose your app more often, the store learns to rank it higher.” Host Business Of Apps - connecting the app industry since 2012

In today’s episode, we’re digging into one of the most overlooked levers in mobile growth: the App Store page itself. Developers obsess over UA budgets, creative variations, and dashboards — yet leave untapped conversion sitting on the table simply because the storefront experience isn’t aligned with how users actually arrive. To get clarity on what really moves the needle, we’re sharing with you our App Talks interview with Vivian Dang, Senior Director of Accounts & Client Services at Gummicube. Vivian breaks down why most teams still treat their App Store presence as static, why aggregate conversion numbers hide more than they reveal, and how to rebuild your storefront around traffic sources, intent, and user expectations. Across this conversation, Vivian shares practical strategies you can apply immediately — from structuring A/B tests that produce meaningful learnings, to building custom product pages that match funnel entry points, to using in-app events and promotional content to re-engage segments. If you want a clearer playbook for improving conversion and getting more value from every campaign, this episode is a must-listen. Let’s dive in: here’s Vivian Dang, Senior Director of Accounts & Client Services at Gummicube. Today’s topics include: Why aggregate conversion rates hide the real performance issues inside your App Store funnel How to use custom product pages and custom store listings to tailor the storefront to each traffic source Leveraging in-app events and promotional content to surface new features and re-engage lapsed users Building disciplined, hypothesis-driven A/B testing frameworks that deliver continuous learnings The key metrics that actually matter on iOS and Google Play — and how to measure impact channel by channel Links and Resources: Vivian Dang on LinkedIn Gummicube website Business Of Apps - connecting the app industry Quotes from Vivian Dang “If you’re not tailoring your App Store experience to each of the different traffic funnels that exist, then you’re literally just spending money to drive users to the page and then lose them.” “A/B testing needs to be something where it’s extremely structured, where you have hypotheses going in so that you can get clearer answers at the very end of it.” “You should be taking stock of every single individual channel and source you have so you can best prepare yourself for launch and ultimately for your long-term success.” Host Business Of Apps - connecting the app industry since 2012

For years, mobile marketers have been navigating a storm of signal loss, rising UA costs, siloed data, and an explosion of tools that promise growth but rarely deliver clarity. Now, with 2026 on the horizon — and budgets tightening even further — one question keeps resurfacing: How do you drive confident, profitable app growth in the year ahead? In this App Talk special of the Business of Apps Podcast, David Murphy speaks with Eoin Hallahan, Chief Revenue Officer at SplitMetrics, about what the mobile growth landscape is really demanding of teams as they prepare for 2026. Eoin lays out the new realities UA and ASO managers are facing: deeper signal loss, more channel fragmentation, and rising internal pressure to deliver results without expanding headcount. You’ll hear how SplitMetrics is reshaping app growth with a unified approach to Apple Ads, App Store Optimization, and AI — including SplitMetrics Iris, an AI agent trained specifically on mobile marketing data. Eoin explains how Iris gives UA teams a strategic edge by turning competitor activity, keyword trends, and performance blind spots into instant, actionable guidance. If you’re reevaluating your growth playbook for 2026 — or looking for a smarter, faster way to connect the dots across UA, ASO, and analytics — this conversation is essential listening. Let’s dive in: here’s Eoin Hallahan, CRO at SplitMetrics. Today’s topics include: Why app growth is getting harder heading into 2026, from signal loss to budget pressure and fragmented data. How UA and ASO workflows need to evolve, and why aligning paid and organic strategies is now essential. What SplitMetrics Iris does, and how an AI agent built specifically for mobile marketing changes decision-making. How AI speeds up competitive research, keyword strategy, and campaign optimization — with examples from Flow and NordVPN. Where app growth is heading next, including automation, real-time intelligence, and a new operating model for mobile growth. Links and Resources: Eoin Hallahan on LinkedIn SplitMetrics website SplitMetrics Iris Business Of Apps - connecting the app industry Quotes from Eoin Hallahan “Mobile app marketing is hard, and SplitMetrics exists to make it easy for our customers and to drive growth.” “Conditions today are more volatile and unpredictable than ever, with trends shifting all the time — marketers need a new way of working to keep up.” “Iris isn’t just automation; it’s a new operating system for mobile growth — it flips the model from dashboards and guesswork to instant, actionable clarity.” Host Business Of Apps - connecting the app industry since 2012

As mobile marketers head into another year of rising costs, shrinking signal, and fiercer competition across search and social, one performance channel keeps gaining momentum where few expected it: connected TV. What used to be dismissed as “just a brand play” is now becoming a measurable, high-intent driver of installs and in-app actions — especially when powered by OEM data. In this App Talk special of the Business of Apps Podcast, David Murphy sits down with Kaitlin Stebbins, Mobile Growth & Performance Media Lead at Samsung Ads, to unpack what CTV can really do for app growth. Kaitlin breaks down how Samsung’s unique data layer, measurement integrations, and precision targeting are helping mobile marketers reach new audiences, hit their KPIs, and diversify beyond the crowded Meta-Google-TikTok triangle. You’ll hear why CTV is no longer an upper-funnel luxury, how Samsung connects exposure to mobile conversions, and why even allocating 5–10% of spend can unlock incremental users that traditional channels miss. If you’re rethinking your performance mix for 2026 — this conversation is your roadmap. Today’s topics include: Why CTV is no longer just brand awareness and how it now drives installs and in-app actions. How Samsung Ads leverages OEM data to deliver precise, performance-focused targeting. Why mobile marketers should diversify beyond search and social to reach higher-value audiences. How CTV measurement works, including IP-based attribution through mobile measurement partners. What success on CTV looks like, from KPI alignment to full-funnel performance across TV, mobile, and web. Links and Resources: Kaitlin Stebbins on LinkedIn Samsung Ads website Business Of Apps - connecting the app industry Quotes from Kaitlin Stebbins “The idea that CTV can’t drive performance is a big misnomer — we’ve been working with direct-response advertisers for years, and it absolutely drives action.” “CTV reaches a completely different audience than social — older, higher-income, and far more likely to take meaningful action after seeing an ad.” “Lean heavily into CTV in 2026. Your big, beautiful creative deserves to be seen on the largest screen in the home — served to the right person at the right time.” Host Business Of Apps - connecting the app industry since 2012

You know it better than us - acquiring users is no longer the finish line. It’s barely the starting line. In 2025, growth happens in the layers after the click — where segmentation, onboarding, product activation and value messaging determine whether a user becomes a one-and-done trial or a compounding revenue cohort. In this special episode, we’re syndicating the App Promotion Summit NYC 2025 panel The Modern UA Funnel — from Acquisition to Unstoppable Retention. It’s a real-world look at how UA has changed — not just in channels, but in how teams measure success, attribute value, and design creative that bridges acquisition, activation and loyalty. From ATT- pressure to creative fatigue to first-party signal strategy — this is where modern growth teams are now placing their bets. Moderated by Nicole Weiss, Founder of Brass Finch, the panel of experts included: Vincent Eterlet, Senior Director of Marketing at Fubo 🎗️ Jonathan Reich 🎗️, CEO of ZEDGE The panel’s topics include: the shift from measuring ROAS to measuring incremental value across the user lifecycle full-funnel UA as one system — not acquisition vs retention teams how creative testing now needs first-party signals, not broad meta heuristics turning trial users into long-term revenue cohorts through moments that matter durable growth during ATT era — building compounding retention loops instead of chasing cheap installs

As app marketers navigate rising costs and tightening privacy rules, one truth is becoming clear — relying solely on Meta, Google, and TikTok is no longer sustainable. Beyond those walled gardens lies a vast, often overlooked landscape — the open internet — where opportunities for user acquisition remain untapped. In this App Talks special of the Business of Apps Podcast, David Murphy sits down with Omri Argaman, Co-Founder and CMO of Zoomd, to unpack how brands can scale efficiently outside the major ad platforms. Omri shares lessons from running thousands of campaigns across more than 600 integrated channels — from SDK and OEM partnerships to mobile operators and in-game ads. You’ll hear why advertisers need to rethink where their users are, how to combat fraud while operating in open markets, and what strategies help brands grow globally without overspending on the usual platforms. If your growth plan still starts and ends with Meta or Google — this episode will change how you think about your acquisition mix. Let’s dive in: here’s Omri Argaman, Co-Founder and CMO at Zoomd. Today’s topics include: Expanding beyond walled gardens: Why advertisers should move past Meta, Google, and TikTok to access untapped audiences and reduce competition. Understanding the open internet: Overview of ad channels like SDK networks, OEMs, mobile operators, DSPs, affiliate, native, and in-game advertising. Key challenges: Need for experienced partners, patience in optimization, regional differences, and higher exposure to ad fraud. Success stories: Case studies showing 200% growth for a streaming app and 30% lower acquisition costs for an e-commerce brand. Practical advice: Start small with test budgets, focus on performance models, use anti-fraud tools, and find reliable partners for sustainable scale. Links and Resources: Omri Argaman on LinkedIn Zoomd website Business Of Apps - connecting the app industry Quotes from Omri Argaman “A lot of advertisers avoid the open internet because they don’t have the knowledge or the right partner — but that doesn’t mean their customers aren’t there.” “Success outside the walled gardens takes patience. You need to test, measure, and adapt across regions — not just spend and hope for results.” “Don’t be afraid to step beyond Meta and Google. Start small, work on performance models, and you’ll find a whole new ocean of users to acquire.” Host Business Of Apps - connecting the app industry since 2012

In this insightful discussion, David Brown-Landron, Founder and CEO of Growhaus, moderates a dynamic panel featuring Samantha Smith from WHOOP and Darrian Cate from The Cut. They dive into the transformative impact of AI on app engagement and lifecycle marketing. From using generative AI to personalize user experiences, to the challenges of maintaining brand voice amidst overwhelming message permutations, the panelists share tactical insights and lessons learned. Discover how AI can enhance reactivation strategies while navigating the pitfalls of brand tone.