Tune in to the Thalamus Mobile Performance Advertising Podcast, where we interview Mobile Growth Marketers, Performance Advertising Experts, & User Acquisition Managers; they share their best kept secrets on how to scale mobile advertising campaigns, while keeping acquisition costs low.
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Device Spoofing, Uncovering a Massive Attribution Fraud Scheme and More with Garrett MacDonald, EVP Sales @ Kochava
Mobile + Performance Advertising • By Thalamus • May 20, 2019
Today we speak with Lomit Patel, VP of Growth for IMVU, a 3D Avatar Social Networking App. We dive into how he manages the growth, user acquisition, retention, and monetization of the desktop and mobile app.
Also, we go into how he turned the company from a primarily-desktop game into a mobile-first app, by focusing on social channels, short-form videos, and testing new undiscovered channels.
Over the last 15 years IMVU has had 200M+ user registrations, and created 40M+ virtual items users can purchase. Lomit shares more on how he uses prospecting and retention to attract "Whales, Dolphins, and Tuna"; also he goes into why US/CA/UK/AU/FR/DE are his Top Geos by Revenue, and BR is their Top Geo by Active Users, and how APAC is opening up for IMVU.
Lastly, we discuss his new book LEAN AI that is a framework on how every marketer should use automation and AI to 100x their experiments to spend their budget better/faster/smarter.
Today we interview Ryan Buckley, CEO of MightySignal. We go into the founding of MightySignal, how Ryan was installed as CEO by a Private Equity Firm, and his previous start-ups where he raised over $18M.
We dive deep into SDK intelligence, Pricing and feature differences for ASO / Ad Intelligence / SDK Intelligence companies, and how data is identified and ingested to build these data tools.
Lastly, we discuss trending SDKs, the most installed SDKs for iOS/Android, as well as up-and-coming advertising SDKs that every mobile marketer should know about. Tune in today!
In today's episode, we interview Tim Koschella, CEO of Kayzen. Tim was previously the CEO/Founder of Applift, a large Mobile Performance Ad Network that he founded in 2012.
We discuss his new programmatic in-house bidder solution for advertisers, that is taking self-service advertising one step further. Also, Tim goes into differences in biddable inventory for in-app vs mobile web, and optimizations advertisers can make such as Bid Shading.
Lastly, we delve deep into Self-Attributing Networks such as Google and Facebook and how all MMPs have to pass them all user data, so they can send back which users they want credit for.
For today's podcast, we interview Bryan Golkhajeh, Founder & CEO of AdAlpha Technologies.
Bryan was previously Senior Director of the AdColony Ad Exchange, and worked with all external partners from DSPs, to Ad Networks, and Publishers. We go into his start in the industry at ChaCha (a Q&A Search Engine), to Motricity, and AdMarvel, before he finally landed at AdColony.
He also shares more on AdAlpha and how he's building a Marketplace for Mobile Video PMP deals (through an AirBnB-type user experience) where buyers can see all Mobile App Video deals in the market, globally.
Finally, we dig deep into trade secrets that top yield optimization managers use to maximize yield and fill rates, from an industry expert. Tune in to hear more!
This week we interview Vishal Korlipara, Growth Marketing Manager at Credit Karma. We dive into Vishal's background in finance and the digital agency world, before eventually joining Credit Karma.
We go into Credit Karma hitting 100M registered users, the Atlanta Tech startup scene, Credit Karma being a massive financial affiliate network, and the countries they are focusing on for International Expansion.
Also, we discuss how the responsibilities of their 120+ Marketing team (30-40% of whom work on performance) collaborate on Acquisition, Engagement, and Personalization.
We're sitting here with Josh Zhang, Founder/CEO of Gainfluence - an influence marketing company primarily focused on Youtube and Instagram, and also a Product Manager @ Dropbox Business focused on growing revenue with Dropbox Paper through in-product experimentation and feature launches.
We talk all about influencers this time around, and dive into how to work with them: sourcing, pricing, content creation and more.
To start, understand your customers and their existing users, figure out which channels those types of users are watching, and figure out influencers and get a price and deal in place. Focus on niche influencers that do well and re-use them.
Check out their other social platforms to determine their clout, views and engagement. Learn more about influencer attribution and launch strategies - listen in!
Welcome to this mobile performance podcast; this time we're talking with Sophia Cao - a user acquisition manager and mobile performance specialist who helped companies such as PennyPop, Machine Zone and SuperLuckyCasino scale their user base.
At PennyPop, she managed the Facebook/Instagram channel, managing all the target spend and KPIs (predicted vs actual) on a daily basis. Always asking herself: How does this yield look? How about from the day before?
She discusses digging deeper into the data to increase yields, looking at campaign level data, game levels, age levels, etc. She also talks about how different channels provide greater returns, for different types of audiences.
Tune in to learn how to use self-attributing networks to your advantage, and how different ways to monetize (in-app purchases vs ad revenue) changes the way you should approach UA.
For low cost channels, such as incent, learn how Sophia used deep funnel events to really hook users, and get them to convert at sometimes $0.50 or lower CPIs. Measure everything and watch your drop off rates!
Founder and COO of Branch Metrics, Mike Molinet, talks with us today about what's next at Branch, their Tune acquisition and challenges. Started in 2014 as they were building an app and saw all the challenges in mobile and across devices that not only they but others were also suffering from in data, linking, and metrics and wanted to fix it.
Now about 280 employees, 15 global offices and see data from over 1B devices monthly, 10B sessions a day and billions of clicks per day. When using Deep Linking, conversion, retention and engagement is up 2x because it provides a much better user experience in the first 10 seconds so a user isn't treated "like a stranger."
Mike also discusses the Tune acquisition that helps them better solidify themselves in the attribution space and compliments the original Branch stack. Hear about fraud detection via network effects; using personas and device graphs to better attribution model for better matching and more accurate measurements.
Lastly, Mike talks about where he's bullish on (India, OTT, and all new types of non-mobile devices to start tracking) - lots of opportunity to grow.
Today's podcast brings us Robert Garfinkle who helps manage UA @ Nexon M - one of the worlds biggest gaming publishers in both Asia and Western markets. Robert's experience is heavily built on helping bring and translate Asia-based games into in western markets.
Some of these translations involve UX localization (how buttons look, colors; characters appearance and interactions) and UA differences (creative differences, style, pitch).
In the beginning, social channels are best due to their vast amounts of data and granular targeting but in the long-run it starts to fizzle out of ROI, 2nd best channels are gaming focused and SDK-direct networks, followed on by DSPs and feeding their in-app event data on top for bid filtering.
Learn more interesting insights such as how they they use retargeting to help improve incrementally of users, playables (not a magic bullet), top tools used and their day to day management.
In today's podcast, we get some insightful knowledge from Eric Cole, Head of US Partnerships for TAB, on helping run four mobile ad networks and seeing the various stages through out.
From AdPerio, to AdAction, BlueTrackMedia onto TAB which was recently acquired by PIA in Germany (1200 staff, $400m rev).
We hear her discussions surrounding mobile fraud, and how they combat with a marriage of 3rd party and in-house built tools, some of rules for customizable thresholds and variables looked at: CTIT / IP address / carrier / user agent, along with post-install metrics.
Which ad formats do the best (video + end cards, playables and interstitials) and thoughts on rewarded video (good brand safe format). And her thoughts on mobile industry challenges today (lots of distrust), favorite attribution partner (adjust), and how they used micro-influencers in Germany to gain a 15% lift for a campaign.
Ben shares his knowledge in the mobile attribution space as well as his time at Appsflyer.
From being a small fish to a big whale in the mobile ad tech industry and now one of the top 10 largest SDKs in Google Play store to $100M in ARR.
He talks about the various attribution fraud types prevalent today such as: install hijacking in Android, bots mimicking user behavior and their advance detection built to solve for this along with SDK spoofing and the basic click spamming. The Protect360 product currently blocks $7m in daily ad spend!
Ben also shares new product updates such as People-based attribution (solving for cross-device), LTV reporting, and his thoughts in the future of mobile ad tech - lots of consolidation will has and will happen!
Along with some newer channels that are performing well (hint: Apple Search Ads, Snap.. and more!).
From an on-air radio host (called 'Original Gangster' one of the first types of influencers!) to Pandora, and now her new career at Fyber - Kim talks about how radio is priced, some of her eye-popping $5M deals sold and why Pandora ultimately was an easier sell to advertisers (hint: it's all about that data!) and why voice command tech is the future.
Kim chose to help lead sales and partnerships at Fyber because she saw they were always staying in the forefront of mobile and ad tech. Get updated on the iOS incent crackdown from Apple (they hate gaming app store optimizations), why rewarded video is still OK, and whats new with the app ads.txt initiative to help clear fraud and SSPs rebrokering traffic.
A quick how-to guide on how to sell hedge funds on using bidstream data to make billion dollar bets, and Fyber's next products on Playables.
Trevor Laehy discusses how to find pockets of inventory that works with your brand, and work to scale that up with various models, in terms of budget and pricing strategy to payout structures (agency fee vs CPI/CPA payouts).
He started at Yume in the video ad tech space and saw mobile getting bigger so went to Fetch and learned the mechanics of UA.
From there he now helps lead AnchorFree's growth and specializes in experimental budgets and new traffic source opportunities like influencers (YouTube, Twitch, Snapchat).
Hear his biggest pet peeves (rebrokering, click-spamming, broken data) along with the rest of his UA secrets.
Nebojsa Radovic, Director of Performance Marketing, officially announcing the launch of the Scale Platform, a suite of tools that programmatically builds ad creatives, constructs ad campaigns, automates the optimization of those campaigns, and generates meaningful user segmentation and behavioral insights, for use by 3rd-party app developers.
Nebo came from the infamous Machine Zone UA team and Nordeus where he helped manage hundreds of millions of installs and now scaling N3twork to over $100M in revenue (2018).
Learn from Nebo as he discusses their publishing tools and how they partner with upcoming titles providing them resources, funds and UA tools to help them scale a user base. And he provides good tips on designing and making use of playables to funnel in higher LTV and ROI spending users, influencer strategies and channels used.
In this weeks podcast, we hear from one of the leading gurus in the mobile marketing industry today: James Peng, who currently heads Performance Marketing for Coinbase and previously lead Match Group (Tinder, OKCupid) and Storm8 (gaming).
Prior to his work in mobile growth, he was an investment banker focused on M&A restructuring. Learn how to navgate and market a product in an ever changing climate surrounding crypto, by dealing with misinformation, utility aspects and plain old education messaging for the user.
How are channels and publishers treating crypto today and where James spends his time (crafting messages and talking to the right partners) and most importantly - his budgets (social, affiliates, and direct pubs).
Hear his thoughts on incrementally in attribution vs direct and current sentiments on self-attributing platforms and their constraints and inhibiting factors.
Last but not least, top challenges facing the mobile industry today: 1/ attribution and understanding customer journey 2/ navigating fraud and transparency of sources 3/ channel diversification.
In this weeks podcast, we hear from PSafe's Senior Growth Marketing Manager - Hubert Yee, on growing a utility app's userbase whilst managing to keep retention high and fraud low.
Hubert started in web-based and downloadable games, worked at Machine Zone, Warner Brothers and Kingsoft. Learn how he ties in analytics extracts and surfaces data points to make smarter decisions and what data correlates with more subscriptions - ultimately leading to smarter buys.
From gamifying a utility product to creating retention toolsets (push notifications, reminders), he talks about their biggest challenges and how to market and increase organics in their biggest market (Brazil). Discover some new ideas to bring back to your own marketing strategy!
Garrett MacDonald, the face of Kochava - one of the largest and completely bootstrapped mobile attribution platforms - talks about what's coming and their most recent product launches not just in mobile attribution but web, CTV, connected cars to IOT devices.
He got his start in mobile ad tech at StrikeAd, one of the first mobile DSPs to market, and then led efforts at Airpush and finally lands in the attribution realm as it heats up.
Learn how Kochava's unified audience platform can help planning your campaign, targeting an audience, activating and measuring feedback loop and then optimizing that for a better LTV user base. He talks about the changes from becoming attribution to becoming a holistic measurement company for all devices and the uncovering and breaking a massive fraud scheme (Google-validated!) where apps and clicks were being dynamically spawned to claim attribution.
Hear all this and more from their new enterprise fraud product to new tech launching to prevent device spoofing and stitching together users across devices. An epic episode on all things attribution!
Chuck Nguyen, Director of Growth Marketing @ Hired, joins us in this episode to share his latest work, tools and knowledge for spearheading growth for the #1 technical hiring platform in market today.
He got his start at Google 15 years ago in a marketing coordinator role and grew his career managing SEM/SEO and paid display media for Eat24 (acquired by Yelp) to Doordash and then Touch of Modern.
His biggest and favorite channels: search and social; his two newest love affairs: Reddit and Podcasts/Influencers. Chuck talks about how to develop a media plan, what variables are tracked and accounted for (hint: a low-medium-high analysis broken out by date, channel, market, seasonality, segments, landing pages, and don't forget your opt-out clauses!).
Find out more about the ever changing landscape, his go-to tools to use. when to stop spending in Google and mobiles biggest challenges to come.
Adam Miller, Head of User Acquisition for Turo, talks about his current efforts in scaling growth for the worlds largest car sharing marketplace.
From the Agency world to Mobile and Travel UA, he gets knee deep in strategies, that you too can implement in your own marketing methodology.
Learn how he’s scaling his largest paid channels (Social and Search), how to think holistically about your marketing mix and utilizing some newer methods such as influencers/podcasts down to analog TV.
Last but not least, Adam touches upon setting up a growing UA team and tools needed to get the job done. What’s a ‘carculator’? Find out in the latest episode, click Play now!