Growth Masterminds: mobile growth podcast Singular

We have SKAdNetwork from Apple. We have Privacy Sandbox from Google. We have ID5 and Unified ID 2.0 and the IAB's Project Rearc.

In short, we have many diverse solutions now competing for the future of marketing measurement. Plus, of course, IPA, or Interoperable Private Attribution from Facebook ... errr ... Meta.

What is it?

How does it work?

Should you be thinking about it?

And ... with all these different methodologies, how can marketers actually measure results across the board? Don't we need a United Nations of measurement to make this all make sense?

We chat about all these questions with Singular CTO Eran Friedman.

Privacy Sandbox on Android is out and it looks good. But there's still a lot of questions about how advertisers, ad networks, and MMPs will work together. 

If the industry can't find a way to innovate in tandem, we risk having confusing data and unclear insights from marketing campaigns that won't enable proper measurement or optimization.

In this episode of the Growth Masterminds podcast, we chat with Singular product manager Jonathan Chen, who's working on ways of solving Privacy Sandbox on Android for the industry, including how we can ensure that we don't get siloed attribution (where multiple ad networks claim credit for a conversion and advertisers don't know whether they should credit one, or both, or neither) and coordinating aggregation keys so that advertisers, ad networks, and measurement partners can make sense of the aggregated privacy-safe data Google will be releasing.

We chat solutions, integrations, results ... and what still needs to be figured out.

A level playing field for ad channels? Retargeting built into the OS? Multi-touch attribution (very) light? 

In this episode of Growth Masterminds, we chat with ironSource VP Yevgeny Peres about Privacy Sandbox for Android. There's plenty we don't know yet, but Peres has already seen multiple things in the new mobile marketing measurement framework from Google to get excited.

There's new never-seen-before functionality for marketers. There's a level playing field for ad networks, Peres says, and much more ...

SKAN or SKAdNetwork has a major problem. Less data, less timely data, less granular data ... OK, it has many problems.

One particular issue: zeroed-out conversion values because there's simply no revenue data to report.

Singular's mixed models for SKAN fixes that, by allowing mobile marketers measure revenue and a combination of other conversion models to ensure that no matter what happens, you get data back.

In this episode of Growth Masterminds, we do a deep dive into what the problem is, and how mixed models fixes. In other words, how to make SKAdNetwork ... work.

In this special episode of Growth Masterminds, Singular CEO Gadi Eliashiv and John Koetsier connect for an in-depth discussion on Google’s Android Privacy Sandbox announcement. What we cover:

✅ A breakdown of what exactly Google announced
✅ Details of how mobile attribution will work with Privacy Sandbox
✅ Predictions on the future impact on the ecosystem and app marketers



Topics include:

 - the biggest change
- how this ranks next to Apple's ATT
- is the sky falling?
- attribution under Privacy Sandbox
- SDK Runtime
- Google Referrer
- Lack of user consent
- Topics and Fledge
- and ... the future of mobile marketing measurement

Why does a game publisher buy an ad network? What does it bring them? And what is behind this current frenzy of mergers and acquisitions that we're seeing in mobile adtech?

Good questions!

So I asked Zynga and Chartboost. Our conversation happened to be a couple of weeks before the news broke that Take-Two Interactive was buying (errr, acqui-merging) Zynga, and the answers are even more relevant now that that's happened. In this Growth Masterminds we chat with  Zynga Chief Product Officer Scott Koenigsberg and Chartboost CEO Rich Izzo.

Your host, of course, is John Koetsier.