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On this week's episode of the Mobile Dev Memo podcast, I speak with Matt Steiner, Meta's VP of Monetization Infrastructure, Ranking & AI Foundations. We discuss the evolution of Meta's AI-enabled advertising tools.

Publicly feuding with the President of the United States is apparently an effective growth hack.

The purpose of a structured, repeatable creative production process is not to deliver ad creative on a regular cadence for the sake of volume. The purpose is twofold: 1) To produce enough creative concepts, each with a large enough volume of variants, such that each sub-audience

There are two points of corrosive product-marketing misalignment that AI-enabled marketing automation ameliorates, if not prevents completely: - The product team arguing (with credibility or otherwise) that user LTV metrics are unreliable, either because the methodology being

INSERT COIN: Will lower App Store fees mean lower prices in free-to-play games? One question I've wanted to consider formally for some time is whether a lower commission rate in the App Store would lead developers to reduce the prices they charge for virtual goods in

I’m recording an episode of the Mobile Dev Memo mailbag tomorrow with Rishabh Jain, the CEO of FERMÀT Commerce. Have questions about the digital advertising landscape, eCommerce, ads measurement, or photonics (Rishabh had a PhD from MIT)? Drop them in the form below!

The AdAttributionKit updates announced at WWDC this week feel immaterial. They are mostly nice-to-have features that don't overcome the fundamental deficiencies of AAK and therefore won't move the needle on its adoption. It seems clear to me that Apple's principal mistake with

Unpacking the WWDC AdAttributionKit updates mobiledevmemo.com/unpacking-the-…

Hot on the heels of the DMA's decision related to Meta's Pay or Consent model, I am participating in a webinar today called THE DMA & DIGITAL ADVERTISEMENT, hosted by the Dynamic Competition Initiative (DCI) and supported by UC Berkeley's Haas School of Business and the European

The DMA erects barriers to personalized advertising on *competition* grounds. Yet its proponents never seem to acknowledge that the last social media platform to achieve meaningful scale, TikTok, grew through aggressive digital advertising: ByteDance spent $1BN in user

The notion that advertising will be directed at personal commercial agents, rather than at consumers themselves, strikes me as a dead end for several reasons: 1) There is no commercial structure to encourage this. Who gets paid? If this runs like an affiliate model, the

Excited to announce I'm launching a podcast co-hosting with Mike Duboe, a partner at Greylock Partners. The Intelligent Marketer makes sense of how AI is fundamentally reshaping marketing and commerce. We're bringing together the builders creating these new systems and the practitioners

Mark Zuckerberg stated on a recent episode of the Stratechery podcast that he expects advertising's share of global GDP to grow as a result of AI enablement. Historically, advertising's share of global GDP has remained relatively stable, between roughly 1.5-2.5%, depending on the

Just discussed the European Commission's Meta ("pay or consent") decision with Eric Seufert on the Mobile Dev Memo podcast. You will not be surprised that we're both unimpressed with the EC decision. The podcast is now online, and you can also read my extended notes on EUTechReg

DAU forecasting using cohort matrices One challenge in forecasting DAU for a product is that various groups may exhibit different retention rates that vary meaningfully. In order to accommodate this effect, retention rates should be applied to DAU projections for these groups,

I often see DAU models that take expected future cohort sizes and global retention rates as inputs to forecast a user base size. One obvious problem with this is that retention curves can vary meaningfully across a number of dimensions: - geography - provenance (source of

Social commerce seems to be struggling: Meta eliminated Checkout on Instagram and Facebook three weeks ago, and now TikTok is restructuring its Shop initiative, including a reduction in workforce. It's interesting to consider why this approach hasn't been successful. I have

The golden age of digital advertising is ahead of us h/t Eric Seufert 🫡

Estimating the impact of Meta’s reintroduction of AMM Last week, I wrote about the reinstatement of Meta’s Advanced Mobile Measurement (AMM) program, which Meta discontinued in October 2021. AMM enables the small group of measurement companies (MMPs) authorized by Meta to

"Digital advertising is fundamentally inseparable from the digital surfaces it empowers. Digital advertising facilities the broader digital economy... and is an important discovery tool for digital products." - Mobile Dev Memo