Performance Marketing

Why paid UA is the primary driver of discoverability for mobile apps

This guest post is written by Shamanth Rao, a seasoned mobile user acquisition executive and a popular contributor to the Mobile Dev…

January 23, 2020

Mobile Market Monthly is a new research product from MDM and Deconstructor of Fun

In Q1 2020, Deconstructor of Fun and Mobile Dev Memo and teaming up to produce a monthly research product called…

January 23, 2020

Measuring marginal organic contribution from paid marketing

One trap that mobile-first companies often fall into is believing that organic installs are the result of totally undirected, spontaneous,…

January 20, 2020

Has the DTC model peaked?

One of the most visible opportunities created by the Duopoly's shift into algorithmic, event-driven campaign management has been the growth…

January 6, 2020

2020 predictions for mobile marketing

Previous predictions: 2019 predictions for mobile marketing, 2018 predictions for mobile marketing, 2017 predictions for mobile marketing, 2016 predictions for mobile marketing For…

December 9, 2019

What comes next after Facebook’s VO campaign strategy?

In June 2017, Facebook launched the value optimization campaign strategy to allow advertisers to target high-value audience segments without needing…

December 2, 2019

Has the hypercasual game genre peaked?

Voodoo, the French gaming company, raised an estimated $200MM in funding from Goldman Sachs' private equity arm in May 2018.…

November 18, 2019

Building a traffic composition strategy on mobile

In my recently-completed workshop series, Modern Mobile Marketing at Scale, I presented one slide which identifies and categorizes what I…

November 4, 2019

The only growth metric that matters

The allure of "growth" as an abstract function for consumer technology companies has increased proportionately with the shift of consumer…

October 28, 2019

Why do mobile gaming companies use fake ads?

One odd development over the past few years within mobile games advertising has been the growth to prominence of "fake…

October 21, 2019