Growth Masterminds: mobile growth podcast

Planning to buy an Apple Vision Pro?

Whether yes or no, Apple very quietly released a ton of new privacy updates: privacy manifests, SKAN 5 (!?!), required reason APIs, tracking domains, retargeting attribution, SDK signing, listings of privacy-impacting SDKs, relays, enhanced private browsing, and more.

In this Growth Masterminds, Singular CEO Gadi Eliashiv, CTO Eran Friedman, and host John Koetsier discuss the changes and updates. And, of course, their impact on SKAN, fingerprinting, MMM, and the entire adtech ecosystem.

What actually happens when a demand-side platform engages machine learning to boost your bids?

We now have less data than ever before about to drive the targeting piece of mobile user acquisition, with very limited access to anything approaching behavioral targeting.

In this Growth Masterminds, host John Koetsier chats with Persona.ly direction of machine learning Joseph Iris about targeting, demand-side platforms, and AI. We talk about signals, timing, context, and how SKAdNetwork and Privacy Sandbox are impacting everything.

We also talk about what signals are most predictive and most powerful.

How will generative AI impact games? According to Unity CEO John Riccitiello, it will massively grow the industry, speed development by a factor of 2-3X, and enable much smarter, more realistic gameplay.

In a crosspost from his TechFirst podcast, Growth Masterminds host John Koetsier chats with Riccitiello about generative AI in game creation, world building, but also in realtime gameplay.

The impacts on NPCs, on immersive experiences, and on richness of the artificial worlds game developers create will be massive.

Plus, Riccitiello drops some news about an AI engine that Unity has been working on for over 5 years ... and is currently present in over 4 billion devices globally.

How do you make games go boom? Balancing pleasure and frustration, says long-time growth expert Elad Levy.

In this Growth Masterminds we chat with growth guru Elad Levy, who sold his last game company to Playtika. He's also led growth and marketing and co-founded numerous other tech startups.

Our focus: making games growth. We chat about:

- data

- testing

- predictions

- generative AI

- engagement

- live ops

- and, of course ... game design

Privacy Sandbox is by all accounts more complicated than SKAdNetwork ... even SKAN 4. But Singular says "we will do everything for the UA managers."

The bad news is that to make Privacy Sandbox work, you need to set sources, register triggers, get big aggregated reports from upper funnel activities and much smaller lower funnel reports. You need an aggregation server and the ability to decrypt encrypted data. You need to accept the fact that Google will be adding noise to the data to increase privacy. And much more.

But the good news is that Singular -- and the adtech ecosystem at large -- will handle almost all of this complexity for you.

ALMOST all.

In this Growth Masterminds, host John Koetsier chats with Singular chief architect Yuval Carmel and architect Ron Shub. They all dive into Privacy Sandbox on Android and get you the information you need to start thinking about how you'll handle Privacy Sandbox when it gets fully implemented and deployed.

Tiny X buttons. Phantom clicks. Endless countdowns before you get back to your game.

How can we make mobile ads suck less?

In this Growth Masterminds, host John Koetsier chats with Francesco Renzo, former Googler and current VP at Moloco, the AI-powered performance ad network.

They chat about:

- the mobile ad problem

- the risk factor if mobile ads suck too much

- the causes between ad networks, publishers, and advertisers

- how we fix it

- what advertisers can do

- what publishers can do

- and ... measurement in the era of privacy (and sky-high click-through rates)

What does a DSP do? And how will it change when they no longer have IDFA or GAID to do it with?

In this Growth Masterminds host John Koetsier chats with longtime adtech and martech thought leader and current InMobi head of product marketing, Sara Camden.

They chat about:

- what DSPs even do :-)

- how DSPs work under SKAN (and Privacy Sandbox)

- the transition to SKAN 4

- and much more ...

60% of in-app subscription cancellations happen in the first 60 minutes ... but there's a way to 10% of them back.

In this Growth Masterminds host John Koetsier chats with Apphud cofounder Renat Kurbanov. Every app marketer wants more subscription revenue, but how do you achieve that?

In this episode, we chat about:

- the core challenges to driving subscription revenue

- typical and most successful flows to drive more subscription revenue

- optimizing free trials

- managing auto-renews properly

- ARPAS … what it is, and why it matters

- subscription fatigue in a down economy

Can you make money by running fewer ads? Gaming OG Adam Jaffe says yes.

In this Growth Masterminds, we chat about bad ads, bad ad experiences, and how not to run ads in your games and apps. We also chat about the declining ROI of increasing numbers of ads in your app.

Adam was formerly with Jam City, was the CEO of Tenko Games, is a former CMO of an edtech company, sits on advisory boards for multiple companies including Dataset and INCRMTL ... and is now founder and CEO of Mega Studio, a gaming agency that designs, builds, analyzes, and monetizes games.

SKAN 4 tools are now live in the Singular dashboard. Clients who want to set up and start testing SKAdNetwork 4 compatible campaigns can now do so live in the Singular dashboard.

That means you can now set up conversion details for each postback: postbacks 1, 2, and 3. Both revenue and events models are now available; additional models and mixed conversion models will soon also be live.

And good news: this is fully backwards compatible with SKAN 3, so it won’t interfere with any ongoing live campaigns.