RIP waterfalls: who wins when bidding is the only game in town

The waterfall is dead, long live the waterfall. On July 16, MAX will eliminate waterfall placements. Everything will be bidding.What does that mean? Is that a good thing? Bad thing? What are the impacts?In this episode of Growth Masterminds, host John Koetsier chats with Josh Chandley, co-founder and COO of Wild Card Games. They discuss the major shift in mobile ad monetization from the traditional waterfall method to real-time bidding, effective July 16th. They dive into the complexities of ad mediation, the influence of major players (or ... THE major player) like AppLovin, and the potential revenue implications for game publishers. They also explore the future of ad monetization strategies, the challenges in maintaining transparency, and the potential for integration of broader advertiser audiences in mobile games. Tune in to gain insights into how these changes are reshaping the landscape of mobile ad monetization and what it means for growth marketers.00:00 Introduction to App Monetization00:53 Understanding Waterfall and Real-Time Bidding05:59 Challenges and Changes in Ad Mediation13:15 Impact of Bidding on Revenue and CPMs14:50 The Impact of Performance and Revenue Distribution15:17 Transparency in Ad Auctions15:56 AppLovin's Dominance and Mediation16:30 The Shift from Ad Monetization to User Acquisition20:32 Segmentation and Ad Experience23:15 Expanding Ad Audiences in Mobile Games26:19 The Future of E-commerce Ads in Gaming29:26 Conclusion and Final Thoughts

Can you trust your growth data?Bottom line … can you trust the data you use to grow?This is a special LIVE episode of the Growth Masterminds podcast. We’re live on LinkedIn, YouTube, and Facebook.We're here to answer a critically important question- When Meta says you got 20,000 installs ... can you trust it?- When Google says that … can you?- How about TikTok?- Or any other partner?We’re not talking about deliberate deception of courseWe’re talking about modeling- AEM- ADC- The new ICM on GoogleIs it accurate?Because the problem we’re seeing is thatThere are massive discrepancies - Between ad network data- App Store Connect- SKAN- First-party data- MMP data?We’re going to dive into this today and solve it (!!!) with the help of some very special guests.- Hannah Parvaz - App marketer of the year - Leads Aperture agency- Sara el Bachri - Sara is a gaming growth consultant - Former Gameloft UA manager - Leads SHAMSCO, her agency- David Vargas - UA consultant - UA manager for Splitmetrics - Partnership manager for Acorns- Eran Friedman - Cofounder and CTO at Singular - Serial entrepreneur - Eran is a very unusual CTO … he is talking to customers in person, live, or on Slack basically every single day, so he's super in tune with what's going on ...

AI is changing everything in marketing. Targeting, measurement, creative, content, budgets, optimization ... everything.In this Growth Masterminds host John Koetsier welcomes Lior Elden, COO of Moburst. They chat about how AI is revolutionizing the landscape of mobile marketing. Learn about the latest integrations of AI with cloud systems that allow marketers to directly interact with their data, addressing questions like campaign effectiveness, ad performance, and creative longevity. Dive into stimulating conversations on the role of AI in analysis, creative messaging, content creation, budget optimization, and targeting. Discover insights on customized AI applications, the evolving measurement ecosystem, and the exciting potential of personalized marketing strategies. Don't miss this comprehensive overview of how AI is shaping the future of mobile marketing.00:00 Introduction: The Impact of AI on Mobile Marketing00:31 The Shift in Search Behavior Due to AI01:23 Optimizing Marketing Strategies with AI02:20 AI in Campaign Analysis and Data Democratization09:21 Creative Uses of AI in Marketing13:00 AI-Driven Messaging and Content Creation18:19 Budget Optimization with AI21:26 Targeting and Audience Segmentation with AI25:09 The Future of AI in Marketing Teams27:44 Conclusion: Getting Started with AI in Marketing

What happened in privacy at WWDC 2025? Lots ... and in this episode we chat about:- Safari’s advanced fingerprinting protections and expanded link tracking prevention- Apple’s on-device AI and privacy-preserving features- The updated Ad Attribution Kit (AAK), Apple’s next-gen framework for mobile attributionThere are now stronger default browser protections, stricter URL tracking changes, advanced on-device AI that keeps data private, and major updates to ad attribution, including overlapping re-engagement windows, configurable attribution windows, cool down periods, country codes in postbacks, plus easier testing for developers.00:00 – Introduction & what’s new at WWDC 202500:26 – Stronger default browser protections, expanded URL tracking, on-device AI, and Ad Attribution Kit overview00:49 – Safari: Advanced fingerprinting protections01:10 – Blocking fingerprinting APIs and suspicious scripts01:57 – Expanded link tracking protection (UTMs, click IDs, etc.)02:18 – Impact on marketers and web-to-app flows03:07 – Apple’s on-device AI and privacy-preserving features03:32 – Live translation, call assist, and visual intelligence03:53 – Ad Attribution Kit (AAK): Apple’s new default for mobile attribution04:15 – Five critical AAK updates: overlapping re-engagement, configurable windows, cool down, country codes, easier testing04:41 – Overlapping re-engagement windows explained05:04 – Configurable attribution windows (per network, interaction, global)06:07 – Attribution cool down periods for installs and re-engagement08:08 – Country codes in postbacks for better geo-targeting08:58 – Easier AAK testing for developers09:41 – Industry adoption challenges for AAK and SKAN10:34 – Google, Meta, TikTok, Snap: current attribution solutions11:48 – Final thoughts & call for feedback#wwdc2025 #Apple #Privacy #GrowthMarketing #AdAttribution #Safari #MobileMarketing

How do you unlock insights from all your creative to make your ads work better? Singular's releasing Creative IQ for AI-powered insights to make your creative optimization even better, helping you drive huge performance gains.In this Growth Masterminds host John Koetsier chats with the product manager leading development of Creative IQ, Lisi Gardiner. They discuss the key challenges markers face with ad creative, the incredible responsiveness of the new Creative IQ gallery view, how Creative IQ enhances creative data analysis, and the power of AI tagging to optimize ad performance. You'll also see how how Creative IQ helps marketers enhance cross-functional collaboration, maximize ROI with detailed, AI-driven insights, and generate unstoppable creative growth. Tune in for an in-depth look at how this revolutionary tool is set to transform creative marketing in 2025 and beyond.00:00 Introduction to the New Gallery View00:37 The Evolution of Creative Testing01:27 Understanding the Problem04:15 Creative IQ Features and Benefits08:22 AI Tagging Explained12:35 Creative ROI and Gallery View14:07 Cross-Functional Collaboration14:57 Early Feedback and Future Plans18:05 Conclusion and Final Thoughts

Should you be making web funnels for your mobile apps? In this episode of Growth Masterminds, host John Koetsier chats with Igor Lyubimov, CEO of web2wave about the benefits of web funnels for mobile apps. Igor explains how web funnels can significantly improve app revenue through better conversions, higher lifetime value (LTV), and more efficient marketing strategies. They dive into the intricacies of setting up effective web funnels, optimizing them for different app categories, and the role of platforms like Meta in achieving these goals. Igor also highlights the common pitfalls and best practices in creating high-converting web funnels.00:00 Introduction to Web Funnels01:01 Understanding the Benefits of Web Funnels02:02 Challenges and Solutions in Web Funnels03:51 Optimizing Marketing and Attribution07:51 Expanding Revenue Opportunities13:17 Practical Tips for Small Startups16:26 The Role of Meta in Web Funnels21:16 Connecting Web to Mobile26:56 Key Features of a Good Web Funnel35:20 Exploring Different Verticals39:10 Conclusion and Final Thoughts

Does smart contextual data in CTV produce insane results? Host John Koetsier chats with Upwave's Chris Kelly about new research on CTV targeting and measurement that is showing some massive boost when you target ads to actual video content.Chris explains the effectiveness of contextual targeting in increasing awareness, ad recall, and favorability, citing impressive case studies such as Carl's Jr.'s success. We also talk about the challenges and strategies of connecting performance branding with performance marketing, offering insights into measuring the real impact of brand advertising on future sales and customer lifetime value. If you're a growth marketer looking to optimize your CTV ad campaigns, this episode is packed with valuable insights and practical advice.00:00 Welcome to Growth Masterminds01:07 Understanding Contextual Targeting in CTV03:51 Measuring Brand Outcomes with Contextual Targeting09:04 Performance Branding vs. Performance Marketing12:47 The Importance of Brand Building for Businesses16:43 Connecting Brand Metrics to Sales21:58 The Role of Advertising in Consumer Behavior25:09 Conclusion and Final Thoughts

What are the best ad networks in the world? Where can you get the best ROI and the most ROAS? The Singular ROI Index is the longest-running global ROI report, and we've just released a new version for 2025 with all the answers.In this solo episode of Growth Masterminds, host John Koetsier delves into the recently released Singular ROI Index for 2025. He highlights the extensive data behind the report, which includes trillions of ad impressions and billions of app installs. John introduces new features such as the Singular ROI Quadrant and the separation of scaled versus growth ad partners. He also provides specific insights into regional ad networks and the rising trend of incentivized ad networks. Additionally, he touches on the surprising resilience of X (formerly Twitter) in niche markets and the competition between industry giants like AppLovin and Moloco. This episode is packed with valuable information for marketers looking to optimize their ad spend and discover new high-performing networks.00:00 Introduction to Growth Masterminds00:56 Breaking Down Ad Networks01:39 New Features in the ROI Index02:34 Exploring the Singular ROI Quadrant04:41 Regional Insights and Top Ad Networks06:15 The Golden Nine and Apple Ads07:24 Incentivized and Rewarded Ad Networks08:18 Reddit's Advertising Potential09:18 Twitter's Transition to X10:11 AppLovin vs. Moloco11:28 Conclusion and Final Thoughts

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

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