Growth Masterminds: mobile growth podcast

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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. 1 JUL

    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 Monetization 00:53 Understanding Waterfall and Real-Time Bidding 05:59 Challenges and Changes in Ad Mediation 13:15 Impact of Bidding on Revenue and CPMs 14:50 The Impact of Performance and Revenue Distribution 15:17 Transparency in Ad Auctions 15:56 AppLovin's Dominance and Mediation 16:30 The Shift from Ad Monetization to User Acquisition 20:32 Segmentation and Ad Experience 23:15 Expanding Ad Audiences in Mobile Games 26:19 The Future of E-commerce Ads in Gaming 29:26 Conclusion and Final Thoughts

    30 min
  2. 10 JUN

    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

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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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