Why mobile attribution is getting WAY BETTER in 2025
Mobile attribution is getting better than ever before. And that's in spite of it becoming more and more complex.There's so many measurement methodologies. Advanced SAN. AEM. Advanced AEM. Unified Measurement. SKAN. AAK. Privacy Sandbox. GAID. IDFA. Probabilistic. Modeled.You name it, there's MORE of everything.But in spite of all that, mobile attribution is getting better. Way better. And maybe, it's actually BECAUSE of all that. And the great news: it's also getting EASIER.Makes sense? Insane?Impossible?Check out this convo in Growth Masterminds between John Koetsier and Singular CTO Eran Friedman🎧 Podcast Summary: The Future of Mobile Attribution & Measurement (2025)🔍 Main Themes & Insights • Shift from deterministic to modeled measurement due to privacy regulations like ATT, SKAN, and Privacy Sandbox. • Major ad networks now offer advanced attribution solutions: • Meta AEM & Advanced AEM: Modeled iOS conversions now shared with MMPs for deduplication and unified reporting. • Google Ads: Long-standing conversion modeling now trending toward MMP integrations. • TikTok Advanced SAN: Dual strategy with deterministic IDFA and shared touchpoints for probabilistic attribution. • Snap Advanced Conversion & Advanced SAN: Combines modeled, deterministic, and shared touchpoint data.🧠 Singular’s Role: Unified Measurement • Singular aggregates and deduplicates data across all ad networks. • Offers user-level attribution wherever possible, even post-ATT. • Enables side-by-side comparison of SKAN, partner-reported, and Singular-attributed data. • Allows auditing and troubleshooting—e.g., identifying gaps in advanced integration coverage.📊 Emerging Technologies & Trends • On-device measurement (ODM) is growing—especially on Android via Google Play Referrer, Meta Referrer. • OEM app stores may bring iOS-style measurement to Android (e.g., Huawei, Samsung via Mobi, etc.). • Apple Search Ads adds view-through attribution to deterministic model—now exposed via MMPs.📈 Advanced Strategies for Big Spenders • Incrementality testing (geo-lift, holdout, MMM) is increasingly important to assess true ROI. • Especially useful in Apple Search Ads, where cannibalization of organic installs is a key concern.✅ Key Takeaways • Measurement is more complex than ever—but also more actionable. • Marketers can now customize their complexity level: from simple unified views to advanced auditing. • The future looks optimistic: more transparency, better deduplication, and increasingly complete attribution.00:00 Introduction and Optimism in Marketing00:50 The Evolution of Mobile Attribution01:31 Deep Dive into Attribution Data03:04 Meta's Advanced Attribution Solutions06:16 Google's Ad Conversion Modeling08:34 TikTok's Advanced SAN Integration11:09 Snap's Advanced Conversion and SAN15:17 Apple's Deterministic Attribution18:59 Other Ad Partners and Modeling25:05 Singular's Unified Measurement Approach32:53 Incrementality Testing and Advanced Strategies35:47 Conclusion and Future of Measurement
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AI-generated UGC: how good is it, really?
How good is UGC in AI-generated videos? We're seeing a lot more of it in ads, but does user-generated content work for video? Does it look super-fake? Most importantly, does AI-generated UGC work: generate clicks & conversions?Join John Koetsier on this episode of Growth Masterminds as he discusses the effectiveness of AI-generated user-generated content (UGC) with Alexei Chemenda, CEO of Poolday AI. They explore the evolution and current state of AI UGC, its performance, common pitfalls, and the importance of testing different creative elements. Hear insights on how variations in the hook, actor, gameplay, editing style, and music can significantly impact ad performance. Alexei shares real-world examples and emphasizes that, while UGC is a powerful tool, achieving high-performance results requires diligent effort and strategic testing. This episode is a must-listen for growth marketers looking to leverage AI in their marketing mix.00:00 Introduction and Background00:42 Meet Alexei Chemenda: CEO of Poolday02:28 The Power of Curiosity in Marketing03:00 Generative AI for UGC: An Overview05:29 Testing and Iteration in AI UGC07:23 Success Stories and Best Practices11:46 Who Benefits Most from AI UGC?13:54 Creating Effective AI UGC Ads21:58 The Future of Personalized Advertising24:32 Ethics and Tagging in AI UGC27:14 Final Thoughts and Key Takeaways
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30:05
2 seconds 2 win: Creatives that crush mobile game marketing
To win in mobile game marketing in 2025, you need creatives that crush it. And that means creative hooks that capture people's attention in just 2 seconds.You have 2 seconds to win ... ouch!In this episode of Growth Masterminds, we discuss innovative strategies and trends in growing mobile games in 2025 with industry experts Jesse Lempiäinen, co-founder of GeekLab, and Neils Beenen from Singular. With host John Koetsier they dive into the effectiveness of AI-generated creative content, the importance of influencers and UGC, and the evolution of privacy measures affecting ad performance. Learn about the critical balance between high click-through rates and user retention, and how to stay ahead in the competitive game marketing landscape with effective partner and channel strategies.00:00 Introduction to Growth Masterminds00:51 Current Trends in Game Marketing02:18 The Role of AI in Creative Development03:37 Influencer and UGC Strategies06:38 Challenges and Successes in Creative Marketing11:55 The Future of Game Marketing17:38 Innovative Approaches and Final Thoughts
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26:32
Why France fined Apple $232 million
France fined Apple $232 million or $150 million euros because France says the way Apple implemented App Tracking Transparency, or ATT is unfair and anti-competitive. Third-party independent app publishers suffered as a result, and small app makers in particular.In fact, France says, Apple could have easily integrated ATT and GDPR, the massive privacy regulation that governs digital commerce and advertising in the European Union.
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9:13
Scale smarter: Channel diversification for mobile game marketers
Channel diversification for mobile games: where do you start, and how do you do it?In this Growth Masterminds we bring not 1, not 2, but 3 seasoned growth experts to join host John Koetsier on how to scale smarter via better channel diversification for mobile games:- Matej Lancaric from 2 and a Half Gamers- Kyle West from Mistplay- Brendan O’Connor from MolocoWhen do you add new channels?Which ad partners do you start with?How important are rewarded ads?Where do influencers fit? When?CTV ... should you try it?How do you test new UA channelsLook for all of this and more.Whether you're a new game publisher or managing a large-scale game, this episode provides actionable insights for achieving sustainable growth in the ever-evolving mobile gaming industry.00:00 Introduction to Growth Masterminds01:49 Starting with Channel Diversification03:10 Expanding Your Partner Network06:19 Testing New Channels12:54 Scaling and Diversifying Channels19:18 The Rise of Rewarded Advertising22:33 Influencer Marketing in Gaming26:22 The Challenge of Influencer Marketing27:51 Celebrity Endorsements: A Double-Edged Sword30:01 The Rise of CTV Advertising35:57 Future of Ad Partners and Channels45:17 Final Thoughts and Key Takeaways
Acerca de Growth Masterminds: mobile growth podcast
Growth Masterminds is smart user acquisition and mobile growth pros sharing their best insights on UA, retention, mobile measurement, privacy, mobile marketing data, and much more.
Hosted by John Koetsier, we chat with brands like IMVU, DraftKings, and Mixtiles. We interrogate ad networks like Fyber, Kidoz, AppLike, Vungle, Bluestacks, and more. And we feature global experts like Eric Seufert and Jayne Peressini. Along the way, we hit topics like pLTV, creative optimization, incrementality, granularity, fraud, privacy, success in China ... and much, much more.
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