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Mobile Dev Memo Podcast: Daily Summaries Delivered
by MobileDevMemo
Mobile Dev Memo is the site of record for mobile advertisers and app developers.
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- 6 days ago52 min
Season 7, Episode 33: An oral history of mobile user acquisition (with Nebojsa Radovic)
On this week's episode of the podcast, I am joined by my friend Nebojsa Radovic, the Senior Director of Mobile User Acquisition at Zynga and a battle-hardened mobile marketing veteran. In the course of our conversation, we discuss the evolution of mobile user acquisition from the era of manual campaign configuration to the contemporary operating environment of automated, AI-driven workflows. We reflect on how the industry has shifted from highly technical, high-headcount operations toward lean, specialist teams focused principally on creative optimization and signal engineering. Among other things, we cover:How AI-driven automation will permanently redefine the technical requirements for marketing rolesWhether the consolidation of major ad networks will eventually stifle innovation within independent mobile gaming studiosWhy high-volume creative production has become the primary lever for performance in an algorithmic buying environmentIf traditional media buying expertise is becoming obsolete in the face of sophisticated signal engineering strategiesWhat future organizational structures will look like as marketing teams become smaller and more specializedWhen the industry will reach a saturation point regarding the effectiveness of cross-channel attribution modelsThanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Branch. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming backInterested in sponsoring the Mobile Dev Memo podcast? Contact Mobile Dev Memo advertising.The Mobile Dev Memo podcast is available on:SpotifyYouTubeApple Podcasts
- 1 weeks ago32 min
Season 7, Episode 32: The CAPI revolution
The Conversions API, or CAPI, represents a revolutionary development in the digital economy: it allows any platform with sufficient scale to extend its advertising scope beyond local context into the broader and more commercially valuable function of behavioral advertising, entirely outside of the purview of a browser or operating system. In this episode, I provide a history of the CAPI and its role in the Everything is an ad network phenomenon. I also explore the fundamental shift in the digital advertising landscape driven by the transition from browser-side pixels to the server-to-server CAPI, moving beyond the immediate impacts of Apple's App Tracking Transparency to a more permanent structural change in how commercial data is shared and utilized.Articles cited in this episode:Everything is an ad networkThe App Tracking Transparency recessionIs CAPI future-proof?The privacy shuffle (part one, two, three, four)Privacy manifests, fingerprinting, and Apple’s intentionsPodcast: Meta’s RenaissanceDoes Apple police fingerprinting?Google embraces IP-based fingerprintingApple’s privacy “nuclear option”Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Branch. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming backInterested in sponsoring the Mobile Dev Memo podcast? Contact Mobile Dev Memo advertising.The Mobile Dev Memo podcast is available on:SpotifyYouTubeApple Podcasts
- 2 weeks ago33 min
Season 7, Episode 31: Understanding the privileged position of chatbot advertising
This week's podcast episode is a long-form companion piece to an article I published last week: The privileged position of chatbot advertising. In this episode, I make the case for why the chatbot advertising model is differentiated from those of both search and social media, feed-based display, and why it benefits from greater targeting scope through the optionality and flexibility it can utilize in determining which signals should inform that targeting, based on the context of a conversation.Articles cited in this piece:OpenAI’s advertising opportunityGoogle's Gambit and Google’s Gambit, Part 4: The end of Static SearchObviously, OpenAI will monetize with adsDigital Advertising, Demand Routing, and the Millionaires’ MallSearch is the wrong mental model for chatbot advertisingThe prosperous societyThanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Branch. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming backInterested in sponsoring the Mobile Dev Memo podcast? Contact Mobile Dev Memo advertising.The Mobile Dev Memo podcast is available on:SpotifyYouTubeApple Podcasts
- 3 weeks ago54 min
Season 7, Episode 30: MDM Mailbag #8 (with Thomas Petit)
For the eighth installment of the MDM Mailbag series, I am joined by independent app growth consultant and advisor Thomas Petit. As a reminder: guests for MDM Mailbag episodes of the podcast are practitioners, and questions are sourced directly from the MDM community.Thomas and I discuss the current state of measurement, the necessity of incrementality testing, and the challenges of scaling creative production in an automated environment. We also dive into the technical and ethical considerations of web-to-app funnels, as well as the ongoing legal battles surrounding app store commissions.Among other topics, the questions Thomas fields pertain to:Whether incrementality testing will ever completely replace deterministic last-click attribution models for large-scale mobile advertisers and networksHow the proliferation of media mix modeling vendors affects the quality of measurement insights available to smaller app developersWhy the mobile industry continues to struggle with ad fraud detection despite the availability of sophisticated third-party verification servicesIf the current trend toward massive creative volume is actually delivering diminishing returns for performance marketing campaigns on MetaWhat the long-term impact of AI-generated video creative will be on the traditional role of performance marketing creative agenciesWhen the friction of web-to-app onboarding funnels becomes a secondary concern compared to the benefits of merchant flexibilityWhether Apple's proposed fifteen percent commission on external links will effectively stifle the growth of independent web-to-app payment ecosystemsThanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Branch. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming backInterested in sponsoring the Mobile Dev Memo podcast? Contact Mobile Dev Memo advertising.The Mobile Dev Memo podcast is available on:SpotifyYouTubeApple Podcasts
- Aug 19, 202651 min
Season 7, Episode 29: AI's impact on the labor market (with Brian Albrecht)
On this week's episode of the podcast, I am joined by Brian Albrecht, the Chief Economist at the International Center for Law and Economics. We explore the complex intersection of generative AI and labor economics, alongside a deep dive into the regulatory and economic implications of personalized pricing models. The podcast is tethered to two articles that Brian recently published: You are not a horse, from his Substack, Economic Forces; and Eliminate ‘personal pricing’ and you risk harming consumers, which he published as an op-ed in the Financial Times.Among other things, we discuss:Whether humans will face the same economic obsolescence as horses after the introduction of the internal combustion engineHow the redistribution of consumer savings from automated services creates new employment opportunities in diverse service sectorsIf the historical stability of labor's share of income can survive the rapid advancement of generative artificial intelligenceWhat long-term productivity gains from previous technological revolutions reveal about the potential economic trajectory of modern AIWhy government policy responses to automation might inadvertently hinder productivity by imposing restrictive taxes on data and computationHow personalized pricing models actually improve market efficiency by reducing the deadweight loss associated with traditional discounting methodsWhen the public's perception of fairness in pricing conflicts with the economic reality of supply and demand for scarce resourcesThanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Branch. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming backInterested in sponsoring the Mobile Dev Memo podcast? Contact Mobile Dev Memo advertising.The Mobile Dev Memo podcast is available on:SpotifyYouTubeApple Podcasts
- Aug 12, 202647 min
Season 7, Episode 28: Digital Advertising's M&A Resurgence (with Maor Sadra)
On this week's episode of the podcast, I am joined by Maor Sadra, the co-founder and CEO of INCRMNTAL, to discuss the current cycle of M&A in digital advertising and the industry-wide shift toward intelligence-based measurement. Maor is well-positioned to discuss this topic, as INCRMNTAL was recently acquired by Smartly. Maor and I analyze how acquisitions are moving away from simple inventory reach toward deeper integration of data, identity, and causal signal. Among other things, we discuss:Why causal measurement is becoming a strategic necessity for large-scale creative and media optimization platformsHow the transition from legacy to AI-first companies creates opportunities for consolidation across the advertising stackWhether enterprise clients will prioritize deep domain expertise over general machine learning capabilities when selecting partnersIf the recent investment in AppsFlyer signals a permanent shift toward a collaborative industry-wide attribution infrastructureWhat the rise of zero-click platforms like ChatGPT means for traditional performance marketing metrics and modelsHow e-commerce and retail media giants are leveraging CTV acquisitions to challenge established advertising platformsWhen the current wave of AI-labeled startups will face the reality of high-volume performance requirementsThanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Branch. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming backInterested in sponsoring the Mobile Dev Memo podcast? Contact Mobile Dev Memo advertising.The Mobile Dev Memo podcast is available on:SpotifyYouTubeApple Podcasts
- Aug 4, 202642 min
Season 7, Episode 27: Applying AI to human intimacy (with Offer Yehudai)
On this week's episode of the podcast, I am joined by Offer Yehudai, the co-founder of Arya, to discuss the intersection of artificial intelligence and human intimacy. We explore the development of AI-driven companions designed to improve relationship health and the delicate balance between automation and human expertise. Among other things, we discuss:Whether the lack of human judgment in AI interactions encourages users to share more intimate personal detailsWhy a hybrid model combining automated intelligence with human oversight remains necessary for maintaining consumer trust in sensitive topics like intimacyWhat role long-term contextual memory plays in developing sophisticated AI tools that truly understand complex human dynamicsIf the current explosion of low-quality AI applications will lead to a permanent erosion of consumer confidenceHow utility app developers can leverage community roll-ups to achieve sustainable growth in a competitive advertising marketWhen the integration of commerce and physical products will become a standard component of digital wellness subscriptionsThanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Xsolla. With the Xsolla Web Shop, you can create a direct storefront, cut fees down to as low as 5%, and keep players engaged with bundles, rewards, and analytics.Branch. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming backInterested in sponsoring the Mobile Dev Memo podcast? Contact Mobile Dev Memo advertising.The Mobile Dev Memo podcast is available on:SpotifyYouTubeApple Podcasts
- Jul 28, 202648 min
Season 7, Episode 26: Demystifying open source MMM (with Michael Kaminsky)
On this week's episode of the podcast, I am joined by Michael Kaminsky, co-founder and co-CEO of Recast. We explore the rise of open-source Marketing Mix Modeling (MMM) tools and the challenges of measuring modern ad spend. Among other things, we discuss:Whether open-source MMM libraries like Robyn and Meridian are truly unbiased tools or subtle instruments for big tech self-gradingHow marketers can effectively evaluate the accuracy of MMM outputs through techniques like parameter recovery and predictive forecastingWhy smaller, performance-driven brands might actually find more value in last-touch attribution than in complex econometric modelingIf the inherent uncertainty in MMM estimates makes them fundamentally incompatible with the fast-paced feedback loops of digital advertisingWhat role generative AI and large language models play in democratizing access to sophisticated marketing data science analysisWhen a brand should transition from simple attribution methods to a multi-layered approach involving incrementality and econometric modelingHow the shift toward CTV and non-trackable channels is forcing a resurgence in probabilistic measurement frameworks like MMMThanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Xsolla. With the Xsolla Web Shop, you can create a direct storefront, cut fees down to as low as 5%, and keep players engaged with bundles, rewards, and analytics.Branch. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming backInterested in sponsoring the Mobile Dev Memo podcast? Contact Mobile Dev Memo advertising.The Mobile Dev Memo podcast is available on:SpotifyYouTubeApple Podcasts
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