Growth Masterminds: mobile growth podcast

Singular
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.

  1. JUN 10

    WWDC 2025: what's new in privacy?

    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 attribution There 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 2025 00:26 – Stronger default browser protections, expanded URL tracking, on-device AI, and Ad Attribution Kit overview 00:49 – Safari: Advanced fingerprinting protections 01:10 – Blocking fingerprinting APIs and suspicious scripts 01:57 – Expanded link tracking protection (UTMs, click IDs, etc.) 02:18 – Impact on marketers and web-to-app flows 03:07 – Apple’s on-device AI and privacy-preserving features 03:32 – Live translation, call assist, and visual intelligence 03:53 – Ad Attribution Kit (AAK): Apple’s new default for mobile attribution 04:15 – Five critical AAK updates: overlapping re-engagement, configurable windows, cool down, country codes, easier testing 04:41 – Overlapping re-engagement windows explained 05:04 – Configurable attribution windows (per network, interaction, global) 06:07 – Attribution cool down periods for installs and re-engagement 08:08 – Country codes in postbacks for better geo-targeting 08:58 – Easier AAK testing for developers 09:41 – Industry adoption challenges for AAK and SKAN 10:34 – Google, Meta, TikTok, Snap: current attribution solutions 11:48 – Final thoughts & call for feedback #wwdc2025 #Apple #Privacy #GrowthMarketing #AdAttribution #Safari #MobileMarketing

    13 min
  2. APR 22

    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 Marketing 00:50 The Evolution of Mobile Attribution 01:31 Deep Dive into Attribution Data 03:04 Meta's Advanced Attribution Solutions 06:16 Google's Ad Conversion Modeling 08:34 TikTok's Advanced SAN Integration 11:09 Snap's Advanced Conversion and SAN 15:17 Apple's Deterministic Attribution 18:59 Other Ad Partners and Modeling 25:05 Singular's Unified Measurement Approach 32:53 Incrementality Testing and Advanced Strategies 35:47 Conclusion and Future of Measurement

    39 min

About

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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