What is mobile ad fraud? Taking lessons from Uber’s lawsuits In July, Uber filed a cross complaint against a Phunware, an app development and marketing agency. The genesis of the… August 26, 2019
Opportunity cost and diminishing returns in user acquisition In my column last week about the shrinking mobile user acquisition team, I argued that algorithmic campaign management tools from… August 19, 2019
Are mobile marketing teams shrinking? Late last month, Uber announced that it was shedding 400 marketing jobs -- from a global team of 1200 --… August 12, 2019
Product retention is not binary One paradigm shift initiated by the mobile app economy's second act, which has surfaced innovative new business models that are… August 5, 2019
The slow and costly process of scaling user acquisition One of the most valuable and rewarding experiences that a performance marketer can have in their career is scaling a… July 29, 2019
What does it take to scale programmatic spend on mobile? Mobile marketers commonly speak about programmatic media buying in the abstract as some sort of antidote to elevated CPMs on… July 22, 2019
Mobile ad fraud can be solved with smarter team incentives This guest post is written by Shamanth Rao, a seasoned mobile user acquisition executive and a popular contributor to the… July 15, 2019
Subscriptions are the future of app monetization One of the principal elements supporting my thesis around the second act of the mobile app economy is that new… July 1, 2019
Mobile advertising is exploding. Who is benefiting? Mary Meeker released her latest Internet Trends report last week; as usual, it's required reading. Meeker directed attention to the… June 17, 2019
Would your business survive the elimination of the IDFA? Apple made two announcements at its annual developers' conference, WWDC, last Monday that caused mobile marketers to take pause. These… June 10, 2019
