Growth Masterminds: mobile growth podcast

How much fraud do you have in your mobile game or retail app? According to some, it amounts to billions of dollars globally every single year. That ranges from "friendly fraud" to "family fraud" to "true fraud," according to Suresh Dakshina, co-founder and strategist at Chargeback Gurus. In this Growth Masterminds with host John Koetsier we chat about in-game fraud as well as e-commerce fraud. We chat about how this fraud happens, what app publishers, developers, and marketers can do about it, and what the process of dealing with it looks like.

Ever feel like your user acquisition campaigns are doing the same thing over and over? Ever feel like every UA manager is running campaigns in exactly the same place as everyone else? In this Growth Masterminds with Fluent co-founder Matt Conlin, we chat about fishing in new ponds: different places to find new users. We chat about CTV, TV, editorial content, rewarded discovery, influencers, surround sound marketing, and -- believe it or not -- ads in e-commerce environments. Content matters, but so does context. And there's so much more to mobile user acquisition than in-app ads. Shocker: since we chat about different user acquisition strategies, we also chat about different marketing measurement strategies.

What has App Tracking Transparency done? And what will Privacy Sandbox on Android do? In a lot of ways they shift power from the buy side to the sell side in mobile adtech ... and they privilege larger companies with massive amounts of first-party data. In this Growth Masterminds we chat with InMobi chief business officer Kunal Nagpal about the privacy revolution and how everything from targeting to optimization to measurement is changing. We also discuss how those changes are impacted every link in the adtech ecosystem. Tune in as I ask Nagpal: - How do ad networks have to change? - What’s the model that works for the next decade? - Is targeting toast? - What about optimization signals? - What about Apple, an ad network based on first-party data? - Are owned audiences the future? - What does this mean for third parties? App monetization? - What changes can we expect to see in the future from InMobi?

Planning to buy an Apple Vision Pro? Whether yes or no, Apple very quietly released a ton of new privacy updates: privacy manifests, SKAN 5 (!?!), required reason APIs, tracking domains, retargeting attribution, SDK signing, listings of privacy-impacting SDKs, relays, enhanced private browsing, and more. In this Growth Masterminds, Singular CEO Gadi Eliashiv, CTO Eran Friedman, and host John Koetsier discuss the changes and updates. And, of course, their impact on SKAN, fingerprinting, MMM, and the entire adtech ecosystem.

What actually happens when a demand-side platform engages machine learning to boost your bids? We now have less data than ever before about to drive the targeting piece of mobile user acquisition, with very limited access to anything approaching behavioral targeting. In this Growth Masterminds, host John Koetsier chats with Persona.ly direction of machine learning Joseph Iris about targeting, demand-side platforms, and AI. We talk about signals, timing, context, and how SKAdNetwork and Privacy Sandbox are impacting everything. We also talk about what signals are most predictive and most powerful.

How will generative AI impact games? According to Unity CEO John Riccitiello, it will massively grow the industry, speed development by a factor of 2-3X, and enable much smarter, more realistic gameplay. In a crosspost from his TechFirst podcast, Growth Masterminds host John Koetsier chats with Riccitiello about generative AI in game creation, world building, but also in realtime gameplay. The impacts on NPCs, on immersive experiences, and on richness of the artificial worlds game developers create will be massive. Plus, Riccitiello drops some news about an AI engine that Unity has been working on for over 5 years ... and is currently present in over 4 billion devices globally.

How do you make games go boom? Balancing pleasure and frustration, says long-time growth expert Elad Levy. In this Growth Masterminds we chat with growth guru Elad Levy, who sold his last game company to Playtika. He's also led growth and marketing and co-founded numerous other tech startups. Our focus: making games growth. We chat about: - data - testing - predictions - generative AI - engagement - live ops - and, of course ... game design

Privacy Sandbox is by all accounts more complicated than SKAdNetwork ... even SKAN 4. But Singular says "we will do everything for the UA managers." The bad news is that to make Privacy Sandbox work, you need to set sources, register triggers, get big aggregated reports from upper funnel activities and much smaller lower funnel reports. You need an aggregation server and the ability to decrypt encrypted data. You need to accept the fact that Google will be adding noise to the data to increase privacy. And much more. But the good news is that Singular -- and the adtech ecosystem at large -- will handle almost all of this complexity for you. ALMOST all. In this Growth Masterminds, host John Koetsier chats with Singular chief architect Yuval Carmel and architect Ron Shub. They all dive into Privacy Sandbox on Android and get you the information you need to start thinking about how you'll handle Privacy Sandbox when it gets fully implemented and deployed.

Tiny X buttons. Phantom clicks. Endless countdowns before you get back to your game. How can we make mobile ads suck less? In this Growth Masterminds, host John Koetsier chats with Francesco Renzo, former Googler and current VP at Moloco, the AI-powered performance ad network. They chat about: - the mobile ad problem - the risk factor if mobile ads suck too much - the causes between ad networks, publishers, and advertisers - how we fix it - what advertisers can do - what publishers can do - and ... measurement in the era of privacy (and sky-high click-through rates)

What does a DSP do? And how will it change when they no longer have IDFA or GAID to do it with? In this Growth Masterminds host John Koetsier chats with longtime adtech and martech thought leader and current InMobi head of product marketing, Sara Camden. They chat about: - what DSPs even do :-) - how DSPs work under SKAN (and Privacy Sandbox) - the transition to SKAN 4 - and much more ...