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