Performance Marketing

The uncomfortable tension between brand and performance marketing on mobile

The second mobile cycle instantiated an extraordinary new set of commercial opportunities: apps in entirely new categories and featuring new…

A/B testing can kill product growth

A/B testing can lead to suboptimal outcomes when marketing inputs are not considered. In hearing from most consumer product growth…

Apple’s $500MM bet on Arcade and the future of mobile gaming

At Apple's Show time event last month, amongst a slew of new services and product announcements including Apple News+, a…

Can Snap make an Audience Network work?

Snap, the company that publishes the Snapchat app, held a partner summit last Thursday at which it unveiled a number…

User acquisition and systematic growth for consumer apps

Last week, I appeared on the Deconstructor of Fun podcast to discuss user acquisition and systematic growth for consumer apps…

Google’s Stadia could make app stores obsolete

At this year's Game Developer Conference in San Francisco last week, Google finally pulled the curtain back on one of…

What is a first-price auction?

Last week, Google announced that it will transition Google Ad Manager (GAM), its ad platform, from a second-price to a…

The problem with the 30% platform fee on mobile in three charts

Last week, Apple announced that it will allow developers to discount in-app subscriptions on iOS to current and recent users…

What is the size of the mobile gaming advertising market?

No matter how it is valued, the size of the mobile games advertising market is enormous. Someone recently asked me…

February 25, 2019

The State of the App Economy: 2019 and beyond

Below is the presentation I gave at the Mobile Growth Summit in San Francisco on February 14th, 2019. The presentation…

February 19, 2019