What does it take to scale programmatic spend on mobile? Mobile marketers commonly speak about programmatic media buying in the abstract as some sort of antidote to elevated CPMs on… July 22, 2019
Mobile ad fraud can be solved with smarter team incentives This guest post is written by Shamanth Rao, a seasoned mobile user acquisition executive and a popular contributor to the… July 15, 2019
Subscriptions are the future of app monetization One of the principal elements supporting my thesis around the second act of the mobile app economy is that new… July 1, 2019
Mobile advertising is exploding. Who is benefiting? Mary Meeker released her latest Internet Trends report last week; as usual, it's required reading. Meeker directed attention to the… June 17, 2019
Would your business survive the elimination of the IDFA? Apple made two announcements at its annual developers' conference, WWDC, last Monday that caused mobile marketers to take pause. These… June 10, 2019
Would you rather advertise on TikTok or Netflix? I hosted a panel at the MAU conference in Las Vegas last month titled "Perfect your Growth Mix: Brand vs.… June 3, 2019
Does CPI matter in a ROAS-centric strategy? With Google's UAC and Facebook's AEO and VO bid strategies becoming so prominent in mobile marketing strategy, the relevance of… May 27, 2019
It’s time to retire the LTV metric The LTV metric is only partially useful to modern mobile marketers. For many mobile advertisers, the LTV / CAC ratio… May 20, 2019
What marketers should know about Facebook’s upcoming pivot It's clear that Facebook is desperately working to stave off the kind of repressive regulation that would almost certainly not… May 13, 2019
Optimizing advertising spend with the Blended Same-Month Return metric One of the difficult aspects of managing large marketing budgets is reconciling the urge to measure everything on the basis… May 6, 2019
