Mobile Dev Memo Podcast

In this week's episode of the podcast, I speak with Thomas Petit [https://www.linkedin.com/in/thomasbcn/], a well-known mobile growth consultant, for the third installment of the MDM Mailbag series. Questions for MDM Mailbag episodes are sourced from the MDM community; in this episode, among other things, we discuss: * The evolution of app-to-web user acquisition following Apple's recent policy change in the US; * Optimizing Meta ad campaigns; * The best platforms for non-gaming app user acquisition; * Different approaches to creative testing; * The future of ASO. Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: * INCRMNTAL⁠⁠ [https://www.incrmntal.com/]. True attribution measures incrementality, always on. * ContextSDK [https://contextsdk.com/]. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠ [ari@marketecture.tv].

In this episode of the podcast, I argue that the total automation of digital advertising through AI enablement presents a radically economically expansive opportunity that, while certainly disruptive for certain segments of the digital advertising ecosystem, will ultimately confer significant benefits on consumers, advertisers, and advertising platforms alike. I term the complete, end-to-end automation of digital advertising Commerce at the limit: it represents not just the utmost optimization of advertisers' campaigns, but also the introduction of every business that could potentially derive value from it to the digital advertising economy. Commerce at the limit captures the maximum theoretical scale of advertising's impact of the economy: the AI-empowered apogee of digital commerce. Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: * INCRMNTAL⁠⁠ [https://www.incrmntal.com/]. True attribution measures incrementality, always on. * ContextSDK [https://contextsdk.com/]. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠ [ari@marketecture.tv]. Resources cited in this podcast: * What comes next after Facebook’s VO campaign strategy? [https://mobiledevmemo.com/what-comes-next-after-facebooks-vo-campaign-strategy/] (Mobile Dev Memo) * Understanding Google’s Universal App Campaign (UAC) changes [https://mobiledevmemo.com/understanding-googles-uac-changes/] (Mobile Dev Memo) * Understanding conversion optimization in digital advertising [https://mobiledevmemo.com/understanding-conversion-optimization-in-digital-advertising/] (Mobile Dev Memo) * “Black box” ad optimization and satisficer’s remorse [https://mobiledevmemo.com/ai-advertising-optimization-and-satisficers-regret/] (Mobile Dev Memo) * The inflationary impact of AI-generated ad creative [https://mobiledevmemo.com/the-inflationary-advertising-machine/] (Mobile Dev Memo) * Ad Spend Forecast To Grow By 4.9% In 2025, Despite A Reduced Economic Outlook [https://www.dentsu.com/news-releases/ad-spend-forecast-to-grow-by-four-point-nine-percent-in-2025-despite-a-reduced-economic-outlook] (Dentsu) * Measuring the digital economy [https://www.iab.com/wp-content/uploads/2025/04/Measuring-the-Digital-Economy_April_29.pdf] (IAB) * The Rise of Digital Advertising and Its Economic Implications [https://www.stlouisfed.org/on-the-economy/2024/oct/rise-digital-advertising-economic-implications] (St. Louis Fed) * 2024 digital ad spend and video strategy report [https://www.iab.com/wp-content/uploads/2024/04/IAB_Video_Ad_Spend_Study_Part_1_April_2024.pdf] (IAB) * What will it take for CTV ad spend to overtake linear? [https://www.thedrum.com/opinion/2025/01/24/what-will-it-take-ctv-ad-spend-overtake-linear] (The Drum) * Digital Video Is Set to Capture Nearly 60% of All TV/Video Ad Spend in 2025, CTV Rebounds to Double-Digit Growth in 2024, According to IAB [https://www.iab.com/news/ctv-rebounds-to-double-digit-growth-in-2024/] (IAB) * ‘You Will’: A Macroeconomic Analysis of Digital Advertising [https://www.law.upenn.edu/live/files/11667-you-will-a-macroneconomic-analysis-of-digital] * The Expansion of Varieties in the New Age of Advertising [https://www.atlantafed.org/-/media/documents/research/publications/wp/2023/09/28/15--expansion-of-varieties-in-new-age-of-advertising.pdf] * Targeted Advertising, Market Structure, and Consumer Welfare [https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4518138] * Estimating the Value of Offsite Data to Advertisers on Meta [https://bfi.uchicago.edu/wp-content/uploads/2022/08/BFI_WP_2022-114.pdf] * Evaluating the Impact of Privacy Regulation on E-Commerce Firms: Evidence from Apple's App Tracking Transparency [https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4698374] * The App Tracking Transparency recession [https://mobiledevmemo.com/the-att-recession/] (Mobile Dev Memo) * Mobile Gaming in 2023: Still Cooling Down After a Red-Hot Run, the $107B Category Wasn’t Without Success Stories [https://sensortower.com/blog/state-of-mobile-gaming-2024] (Sensor Tower)

In this episode of the Mobile Dev Memo podcast, I speak with returning guest Mikołaj Barczentewicz [https://www.linkedin.com/in/mikolajbarczentewicz/] on the current state of DMA enforcement, including the recently-released text of the European Commission's April decision on Meta's Pay or Okay business model. Mikołaj returns to the podcast for his fourth appearance — he’s a professor of law at the University of Surrey and holds a PhD in Law from the University of Oxford. He also regularly publishes insightful commentary on the EU regulatory landscape on his blog, EU Tech Reg [https://eutechreg.com/]. Among other things, we episode covers: * An overview of the EC’s April decision related to Meta’s Pay or Okay model; * What the EC says about the economic impact of DMA enforcement with its decision; * The changes that Meta made to its business model in the EU after the EC and EDPB published their preliminary guidance on its Pay-or-Okay model; * How this decision impacts other so-called gatekeepers; * The knock-on economic implications of this decision; * The latest developments in EU AI regulation. Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: * INCRMNTAL⁠⁠ [https://www.incrmntal.com/]. True attribution measures incrementality, always on. * ⁠⁠⁠Clarisights⁠⁠⁠ [https://clarisights.com/]. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to⁠⁠⁠ clarisights.com/demo⁠⁠⁠ [http://clarisights.com/demo] to try it out for free. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠ [info@marketecture.tv].

This week’s episode of the podcast is in the MDM Mailbag format. I recruited Rishabh Jain [https://www.linkedin.com/in/rishabhmjain/], the CEO of eCommerce experience platform FERMÀT [https://www.fermatcommerce.com/], to answer questions submitted by the MDM community. Among other topics, those questions related to: * the "universal truths" of user acquisition * a viable "self-learning path" for acquiring data analytics / data science skills * the role of technical media buyers going forward * the purpose of the CMO role * what happens if Google is forced to divest part of its Network business Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: * INCRMNTAL⁠⁠ [https://www.incrmntal.com/]. True attribution measures incrementality, always on. * ⁠⁠⁠Clarisights⁠⁠⁠ [https://clarisights.com/]. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to⁠⁠⁠ clarisights.com/demo⁠⁠⁠ [http://clarisights.com/demo] to try it out for free. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠ [info@marketecture.tv]. The Mobile Dev Memo podcast is available on: * Apple Podcasts [https://podcasts.apple.com/us/podcast/mobile-dev-memo-podcast/id1423753783] * Spotify [https://open.spotify.com/show/0RCsc3OW1p9jH5YC0qQTp0?si=jgSk98sURta7aWBpjkTpXg]

My guest on this podcast is Maor Sadra, the CEO and co-founder of INCMRNTAL [https://www.incrmntal.com/], an advertising measurement company. Full disclosure: I was one of the first investors in INCRMNTAL. The impetus for this conversation was a blog post that Maor recently published: I Measured Incrementality. Now What? [https://www.incrmntal.com/resources/i-measured-incrementality-now-what]. In this episode, among other things, we discuss: 1. Why discrete, one-off experiments are not the optimal way to measure incrementality 2. The principal challenge in measuring incrementality 3. How the "AI-ification" of marketing changes advertising measurement 4. The options that marketers have for attribution and optimization once every scaled channel offers AI-enabled total automation 5. How marketing teams should utilize the conversion / ROAS data that is reported by platforms Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: * INCRMNTAL⁠⁠ [https://www.incrmntal.com/]. True attribution measures incrementality, always on. * ⁠⁠⁠Clarisights⁠⁠⁠ [https://clarisights.com/]. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to⁠⁠⁠ clarisights.com/demo⁠⁠⁠ [http://clarisights.com/demo] to try it out for free. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠ [info@marketecture.tv].