Growth Masterminds: mobile growth podcast

Privacy Sandbox on Android is out and it looks good. But there's still a lot of questions about how advertisers, ad networks, and MMPs will work together. 

If the industry can't find a way to innovate in tandem, we risk having confusing data and unclear insights from marketing campaigns that won't enable proper measurement or optimization.

In this episode of the Growth Masterminds podcast, we chat with Singular product manager Jonathan Chen, who's working on ways of solving Privacy Sandbox on Android for the industry, including how we can ensure that we don't get siloed attribution (where multiple ad networks claim credit for a conversion and advertisers don't know whether they should credit one, or both, or neither) and coordinating aggregation keys so that advertisers, ad networks, and measurement partners can make sense of the aggregated privacy-safe data Google will be releasing.

We chat solutions, integrations, results ... and what still needs to be figured out.

A level playing field for ad channels? Retargeting built into the OS? Multi-touch attribution (very) light? 

In this episode of Growth Masterminds, we chat with ironSource VP Yevgeny Peres about Privacy Sandbox for Android. There's plenty we don't know yet, but Peres has already seen multiple things in the new mobile marketing measurement framework from Google to get excited.

There's new never-seen-before functionality for marketers. There's a level playing field for ad networks, Peres says, and much more ...

SKAN or SKAdNetwork has a major problem. Less data, less timely data, less granular data ... OK, it has many problems.

One particular issue: zeroed-out conversion values because there's simply no revenue data to report.

Singular's mixed models for SKAN fixes that, by allowing mobile marketers measure revenue and a combination of other conversion models to ensure that no matter what happens, you get data back.

In this episode of Growth Masterminds, we do a deep dive into what the problem is, and how mixed models fixes. In other words, how to make SKAdNetwork ... work.

In this special episode of Growth Masterminds, Singular CEO Gadi Eliashiv and John Koetsier connect for an in-depth discussion on Google’s Android Privacy Sandbox announcement. What we cover:

✅ A breakdown of what exactly Google announced
✅ Details of how mobile attribution will work with Privacy Sandbox
✅ Predictions on the future impact on the ecosystem and app marketers

Topics include:

 - the biggest change
- how this ranks next to Apple's ATT
- is the sky falling?
- attribution under Privacy Sandbox
- SDK Runtime
- Google Referrer
- Lack of user consent
- Topics and Fledge
- and ... the future of mobile marketing measurement

Why does a game publisher buy an ad network? What does it bring them? And what is behind this current frenzy of mergers and acquisitions that we're seeing in mobile adtech?

Good questions!

So I asked Zynga and Chartboost. Our conversation happened to be a couple of weeks before the news broke that Take-Two Interactive was buying (errr, acqui-merging) Zynga, and the answers are even more relevant now that that's happened. In this Growth Masterminds we chat with  Zynga Chief Product Officer Scott Koenigsberg and Chartboost CEO Rich Izzo.

Your host, of course, is John Koetsier.

Mobile marketers can live with many of the deficiencies of SKAdNetwork: lack of granularity, lack of immediacy, lack of data richness. But they can't live without predictability. Predictability enables confidence in campaigns and massive capital deployment.

BUT ...

Mobile growth experts have had major challenges making SKAN predictable. As many as 90% of mobile marketers can't get what they need out of SKAdNetwork.

In this episode of Growth Masterminds, we chat with Singular CTO Eran Friedman, who has worked with many massive clients on SKAN and iOS campaigns, on how to achieve predictability with SKAdNetwork.

There's been a ton of change in adtech in 2021. I'm not even sure we know precisely what an ad network is anymore, but we're certainly seeing the rise of a set of new titans of adtech in mobile, companies like Liftoff+Vungle, ironSource, Unity, Applovin, Digital Turbine, and InMobi.

What's driving the growth?

Is it good for mobile marketers?

And, what should we expect from mobile adtech companies in 2022?

To dig into all these questions, we chat with the CEO of Liftoff, Mark Ellis. Of course, since the merger with Vungle, he's now the CEO of Liftoff+Vungle, or whatever they're going to call the new company, Mark's not just the CEO, he's also the founder, and has a deep history in adtech and mobile.

NOTE:

This episode of Growth Masterminds is cross-posted from another podcast: TechFirst by John Koetsier.

If you’re doing mobile marketing on iOS, you pretty much have to use Apple’s SKAdNetwork. But SKAN has serious issues, including privacy-focused censorship thresholds: You don’t get all the data, so you can’t determine device-level granular marketing performance.

That means you can’t get great ROAS and ROI data ... and that makes optimizing advertising hard.

Now, there might be a solution using data science and machine learning to model the missing conversions and re-surface the missing data.

To check it out, we’re chatting with Singular product manager Evyatar Ram.

What can we learn about the future of mobile from China?

The Chinese mobile market is the largest on the planet, and has uniquely Chinese characteristics: super apps, social livestream shopping, key opinion leaders and fan economies, and more.

In this episode of Growth Masterminds, we chat with Moonie Zhu, co-founder of ETOC (E-commerce to China) about the Chinese market, how to enter it, what's different, what we can learn from it, and more ...

We chat with InMobi CEO Abhay Singhal on Epic vs Apple, IDFA and iOS 14.5, and especially the company's new InMobi Telco on-device platform.

"There are over 800 telcos in the world and each one, if you talk to them today, has an ambition of becoming a large media company," Singhal says.

We're seeing on-device ad platforms achieve significant success, with companies like ironSource Aura, AppNext, and Digital Turbine scoring very high on the 2021 Singular ROI Index. Most of them include on-device app discovery via a persistent experience on new devices and a set-up wizard upon activation. They can tie into the home and/or lock screens, and offer live updates on new apps to try.

We also chat about IDFA and iOS 14.5, the Epic Games vs Apple legal settlement impacting third-party payment options on iOS, and much more ...

0:00 On-device app discovery

3:10 Lock screen and home screen ads

5:09 Telcos as media companies

8:11 Custom version of Android?

9:32 iOS 14 and IDFA

14:40 Apple vs Epic Games