Season 5, Episode 16: Quantifying the impact of ATT (with Daniel McCarthy)
My guest on this week’s episode of the podcast is Daniel McCarthy, who is an Associate Professor of Marketing at the University of Maryland’s Robert H. Smith School of Business. The topic of our conversation is a draft paper for which Daniel is a co-author: Evaluating the Impact of Privacy Regulation on E-Commerce Firms: Evidence from Apple’s App Tracking Transparency. I cited this paper in Could ATT be rolled back?, and we unpack the paper’s findings in detail in the episode.Among other things, we discuss:Background on the paper, including its general methodology and principal findings;Why so little academic research has been dedicated to the effects of ATT;The qualities of small business marketing that made it disproportionately susceptible to the restrictions of ATT;How SMBs have adapted to ATT;The consequences of ATT on lower-funnel metrics and how the impact of ATT on upper-funnel metrics might be misleading;The misapprehensions or points of confusion about ATT that are most common;Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.ContextSDK. 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.
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Season 5, Episode 15: Spotify's down-funnel advertising ambitions (with Lee Brown and Per Sandell)
In this episode of the podcast, I speak with Lee Brown, Spotify’s Global Head of Ad Business & Platform, and Per Sandell, Spotify’s VP of Product, about Spotify's recent advertising product expansion, including its Spotify Ad Exchange (SAX) and its mobile app install product. Among other things, we discuss:The history of Spotify's advertising platform, which predates the Everything is an Ad Network phenomenon;The current state of Spotify advertising, including the product announcements made at Spotify's advertising event in New York City last week;How Spotify is bringing generative AI to audio;How performance advertisers use Spotify's advertising platform;The options for targeting on Spotify's platform;What role Spotify sees its ad exchange playing in the programmatic ecosystem;How Spotify plans to eventually automate ad placements and insertions.Thanks to the sponsor of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.ContextSDK. 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.The Mobile Dev Memo podcast is available on:Apple PodcastsSpotifyGoogle Podcasts
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Season 5, Episode 14: The full-funnel marketing philosophy (with Alex Schultz)
My guest on this week’s episode of the podcast is Alex Schultz, the CMO and VP of Analytics at Meta. Among other things, Alex manages marketing, analytics, and internationalization for the company and directed its rebrand from Facebook to Meta. Additionally, Alex recently wrote a book, Click Here, which is currently available for pre-order.Among other things, we discuss:Alex’s background and long tenure at Meta;Alex’s distaste for the term “performance marketing” and his philosophy around full-funnel management;Whether Alex’s background in analytics has made him a more effective CMO;How AI will impact the marketing profession in the near and medium terms;Whether the marketing function necessarily becomes more product-focused when AI-enabled automation can handle campaign optimization, audience segmentation, and creative production;How marketers can better embrace AI;How the quantitative frameworks for growth change when a company reaches 1BN+ user scale;The aspects of growth marketing least understood by the general public. Thanks to the sponsor of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.Clarisights. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free.ContextSDK. 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.
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Season 5, Episode 13: The evolving TV advertising ecosystem (with James Borow)
My guest on this week's episode is James Borow, the Vice President of Product and Engineering at Comcast's new Universal Ads effort, which was introduced this January. James was previously the Global Director of Product Strategy at Snap.The topic of our conversation is the evolving TV advertising ecosystem. Among other things, we discuss:The current state of performance advertising on TV;The historical process of buying linear TV advertising inventory;The boundaries between CTV and linear TV advertising;How advertisers approach measurement with CTV;Where YouTube fits into the CTV space;What linear TV can do to provide performance capabilities to marketers;The demographics of TV that make it attractive to marketers.Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.ContextSDK. 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.The Mobile Dev Memo podcast is available on:Apple PodcastsSpotifyGoogle Podcasts
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Season 5, Episode 12: A deep dive on dating apps (with George Hadjia)
This week, I speak with George Hadjia, the founder and Chief Investment Officer of Bristlemoon Capital, a long-short hedge fund. George publishes regular insights on his firm's blog, including a recent post on Match Group, the company that operates Tinder and Hinge. The topic of our conversation is the dating app market and its prospects for growth after the tumultuous COVID era.Among other things, we discuss:The impact of COVID on the dating app market;Whether consumer attitudes have soured on dating apps;The demographic component to the decline of these apps, and how engagement varies by age;The upper limit on how large any one app can get;How defensible these scaled dating app businesses are;The match-making dilemma;Whether advertising is an opportunity.Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:INCRMNTAL. True attribution measures incrementality, always on.ContextSDK. 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.The Mobile Dev Memo podcast is available on:Apple PodcastsSpotifyGoogle Podcasts
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