MobileGroove

Peggy Anne Salz

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Marketing
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MobileGroove brought to you by author, analyst and content marketing strategist Peggy Anne Salz, founder and owner of MobileGroove Media. Spotlighting the companies and cool people at the intersection of content, community and commerce. Connecting the dots in the Now to frame the future. MobileGroove: https://mobilegroove.com/

4d ago

Why Affle Is Betting on CPCU to Power Its Next 10X Growth

Marketers have spent years optimizing for installs, clicks, leads and ROAS. Affle wants to push performance further: what did you actually convert? That is the focus of CPCU, cost per converted user, and my conversation with Sameer Sondhi, CEO, North America & Chief Strategic Investments Officer at Affle. Sameer argues that conversion can’t stop at acquisition or re-engagement. The job is to close the loop around the marketer’s business objective and measure whether the user actually did what mattered. At the same time, Affle is aiming for 10X growth, with North America a major focus. After building globally across Southeast Asia, Latin America, emerging markets and North America, the company is investing more aggressively in developed markets, expanding Newton, pursuing acquisitions and building toward its own SDK and exchange marketplace across mobile, CTV and potentially web.Sameer and I get into: • Why CPCU gives marketers a clearer definition of performance• Why acquisition is only one step in the conversion journey• How Affle connects UA, re-engagement, CTV and full-funnel measurement• Why North America is central to the company’s next phase of growth• How Newton fits into Affle’s broader performance strategy• Why acquisitions, an owned SDK and an exchange marketplace are part of the 10X plan• How deeper ownership of the stack can improve measurement, fraud detection and ad quality• Why partner selection matters more as performance marketing becomes more complex I have also covered CPCU with Newton leaders, who break down how the model works in practice: marketers pay for the conversion goal achieved, whether that is an order, subscription or first-time deposit, while Newton takes on the performance risk. Affle’s bet is clear: performance should be judged by converted users and business outcomes, not simply by how efficiently you bought the traffic. If you are rethinking UA, measurement or what full-funnel performance should look like now, listen in.
Jun 18

Set It and Forget It AI? Here's Why That's Dangerous

In this episode, I speak to Ben Weber, formerly VP of ML at RZR, to pull back the curtain on the AI and infrastructure powering modern mobile advertising. While many marketers view AI as "plumbing," Weber explains why understanding what happens in the data center is critical for performance, reliability, and cost-efficiency. The discussion dives deep into the strategic advantages of on-premise infrastructure, the transition from legacy systems to advanced deep learning frameworks, and how generative models are revolutionizing app onboarding. Weber also deconstructs common industry myths, arguing that complexity doesn't always equal profitability and that "set it and forget it" AI is a dangerous oversimplification in a competitive landscape. Whether you're a UA lead or a Head of Growth, this session provides a practical checklist of questions to ask your partners to ensure your AI stack is truly built for sustainable growth. Chapters: 00:00 – Predicting Conversions in Mobile Advertising 01:30 – Why Marketers Should Care About Infrastructure 03:15 – Leveraging Generative Models for App Onboarding 07:20 – The Hidden Benefits of On-Premise Data Centers 09:20 – Speed and Latency: The 120ms Threshold 13:15 – Myth #1: Is Deep Learning a "Solved" Problem? 16:00 – Myth #2: Complexity vs. Profitability 18:55 – Myth #3: The Dangers of "Set It and Forget It" AI 24:10 – Building the "Trust Layer" for Reliable Pacing 27:45 – Checklist: 3 Questions for Your AI Partner Subscribe for More ⚡On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824 ⚡Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm ⚡Apple: https://podcasts.apple.com/us/podcast/the-groove/id1585861460 Let's Connect ⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz ⚡ Instagram - https://www.instagram.com/peggyannesalz ⚡Website - https://www.mobilegrove.com
Jun 17

The Truth About The Creator Economy | Expert Analysis With Caden Cox

"Do you know what Cherry Blossom jeans and Coach have in common?" For Caden Cox, Influencer/Creator Marketing at CreatorIQ it's the secret sauce to the next decade of marketing: authentic human connection. In this high-energy conversation, Caden, a former influencer turned business development powerhouse at CreatorIQ, breaks down why traditional advertising is "washing away" for the next generation of consumers. From his roots on a chicken farm in Centerville, Texas, to the main stages of the POSSIBLE event, Caden brings a unique, personal perspective on how brands like Adobe and PepsiCo are winning by ditching the script and embracing creator liberty. Discover how CreatorIQ acts as a full "operating system" for brands to manage thousands of creators, why a nano-influencer with 20,000 followers can drive more sales than a macro-celebrity, and how to maintain a human soul in the age of AI. Chapters 00:00 – The Gen Z Takeover: 30% of Consumers by 2030 02:14 – CreatorIQ: The Operating System for Influencer Marketing 03:10 – Benchmarking: How to Track Your Competitors' Share of Voice 07:33 – Micro vs. Macro: The "Cherry Blossom Jeans" Authenticity Test 10:34 – Why Brands Must Grant Creative Liberty to Win Trust 14:40 – AI in the Ecosystem: Why Human Connection is Still the End-All Subscribe for More ⚡On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824 ⚡Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm ⚡Apple: https://podcasts.apple.com/us/podcast/the-groove/id1585861460 Let's Connect ⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz ⚡ Instagram - https://www.instagram.com/peggyannesalz ⚡Website - https://www.mobilegrove.com
Jun 17

Beyond Generic AI: Monetizing the "Magic Moments" in Video Advertising

Explore the future of contextual video advertising with Bradford Quinn from Kerv AI. Moving beyond generic AI labels, this discussion dives into how "pixel-edge" metadata analysis allows publishers and brands to identify and monetize specific, high-value moments within both long-form and live video content. Learn how this technology improves brand favorability by matching products to real-time content, like identifying specific earrings in a scene, without compromising user privacy. From brand safety in live feeds to creating frictionless shopping experiences via QR codes and pause screens, discover how precision context is transforming the viewer experience and opening new revenue lanes for the entire ad ecosystem. Chapters 00:00 — The Power of Pixel-Edge Metadata 02:54 — Monetizing Content Moments at Scale 04:19 — Product Matching and Precision Context 05:03 — Real-Time Safety in Live Video 07:48 — Beyond Personalization: The "Magic Moment" 10:52 — Elevating the User Experience How to balance precise messaging with non-intrusive formats like QR codes and pause-ads to keep the viewer experience frictionless. Subscribe for More ⚡On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824 ⚡Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm ⚡Apple: https://podcasts.apple.com/us/podcast/the-groove/id1585861460 Let's Connect ⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz ⚡ Instagram - https://www.instagram.com/peggyannesalz ⚡Website - https://www.mobilegrove.com
Jun 16

The Truth About Premium Inventory and Market Choice

In this interview, recorded live at POSSIBLE 2026, I talk to Jason Wiese, EVP, Strategic Insights & Measurement at VAB about the evolving landscape of video advertising, focusing on the five pillars of "premium video" and how they drive results. The discussion covers the critical role of data-driven insights in an era of AI-driven discovery, the importance of brand-safe environments for brand reputation, and how premium video functions as a full-funnel marketing tool. Learn about the latest trends in cross-platform measurement, outcomes-based advertising, and the VAB's expansion into global markets.Chapters:01:13 - Introducing the Video Advertising Bureau (VAB)02:34 - AI and Search: The New Era of Discovery04:14 - Defining the 5 Pillars of Premium Video07:14 - Measurement and Outcomes-Based Advertising12:32 - Global Insights and the Future of Video*** Subscribe for More ***⚡On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824⚡Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm⚡Apple: https://podcasts.apple.com/us/podcast/the-groove/id1585861460*** Let's Connect ***⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz⚡ Instagram - https://www.instagram.com/peggyannesalz⚡Website - https://www.mobilegrove.com
Jun 11

5x Higher LTV: How Commerce Media Is Changing Mobile Gaming

In this interview, recorded live at POSSIBLE 2026, I caught up with Matt Conlin, Chief Customer Officer & Founder from Fluent discusses the rapid evolution of commerce media and its significant impact on the mobile gaming industry. With traditional advertising platforms reaching points of diminishing returns, brands and retailers are increasingly turning into ad businesses themselves, leveraging rich first-party data and high-intent audiences. Discover why gaming is becoming a "strategic vertical" for major retailers and how post-transaction commerce moments are delivering 5x higher long-term value (LTV) compared to traditional user acquisition channels. Chapters 00:00 - The Yacht Fire Incident 02:04 - The Rise of Commerce Media 04:30 - Solving the Fragmentation Problem 06:45 - Diversifying Beyond Google and Meta 08:39 - The New Gamer Demographic 11:41 - 5x Better Performance Metrics A deep dive into how commerce channels are driving significantly higher retention and progression compared to traditional UA channels. Subscribe for More ⚡On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824 ⚡Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm ⚡Apple: https://podcasts.apple.com/us/podcast/the-groove/id1585861460Let's Connect ⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz ⚡ Instagram - https://www.instagram.com/peggyannesalz ⚡Website - https://www.mobilegrove.com
Jun 9

The $90 Billion Opportunity: Why Brands Must Bridge the App Gap

While mobile app user acquisition is a massive $90 billion market—three times the size of the entire CTV industry—many brands still lack a dedicated app strategy. In this video, we sit down with Itai Cohen, Chief Strategy Officer of Digital Turbine at the POSSIBLE conference to discuss the evolving mobile ecosystem. Discover how Large Language Models (LLMs) are driving users toward app properties, why apps offer a more premium environment for advertisers than the open web, and how brands can tap into this massive, underutilized supply path to reach highly engaged audiences. Chapters 00:00 – The Connector of the Mobile Ecosystem 02:33 – Evolution of Gaming and AI in Mobile Media 04:02 – How LLMs are Shifting Traffic from Web to Apps 05:18 – The Strategic Layer: Nuances of App Advertising 10:01 – Bridging the Language Gap Between Brands and Developers Subscribe for More ⚡On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824 ⚡Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm ⚡Apple: https://podcasts.apple.com/us/podcast/the-groove/id1585861460 Let's Connect ⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz ⚡ Instagram - https://www.instagram.com/peggyannesalz ⚡Website - https://www.mobilegrove.com
Jun 8

The Next Martech Advantage? Building an Insights Stack

Marketers have spent years building media stacks, CRM stacks and measurement stacks. Gladys Kong believes the next competitive edge is an insights stack.In this episode of MobileGroove, recorded at POSSIBLE in Miami, I speak with Gladys Kong of Azira about why location intelligence is a powerful tool that can give you a competitive edge and how AI transforms raw movement data into smarter business decisions that you can act on.Gladys is not talking about data for data’s sake. She is talking about making insight decisive, helping you understand behaviors like where people shop, eat, travel, and spend time-insights that go well beyond demographics and guesswork, empowering you to make more informed choices.In this conversation, we get into: Why “where I am” can tell you more about behavior than most marketers realizeHow location intelligence helps brands move from broad targeting to more strategic, high-confidence decisionsWhy AI is changing the game by spotting patterns, anomalies and opportunities humans would missHow Azira is making sophisticated data models more accessible to teams without analysts or data scientists on handWhy quick-serve restaurants, travel brands and retailers are using movement data to decide where to invest, where to open and who to targetGladys also makes a strong case that this goes beyond campaign optimization. For mid-sized businesses in particular, better access to insight can level the playing field and make advanced decision-making far more practical and affordable.The industry doesn’t lack data. It lacks a better way to turn data into action, and that is exactly where Gladys is pushing the conversation next.Chapters00:00 The Expert Play: Why Gladys Matters01:21 RIP Community Management: The New Era04:05 Stop Shouting: The Authentic Hype Method07:12 Weaponizing Creator Partnerships10:45 The Retention Hack: Closing the Loop14:18 Global Domination: Scaling Without Friction17:55 Gaming 2030: Future-Proofing Your Base20:58 The Blueprint: Growth Masterclass in 2 MinsSubscribe to MobileGroove for conversations with the people shaping what comes next in marketing, growth and technology.Subscribe for More⚡On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824⚡Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm⚡Apple: https://podcasts.apple.com/us/podcast/the-groove/id1585861460Let's Connect⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz⚡ Instagram - https://www.instagram.com/peggyannesalz⚡Website - https://www.mobilegrove.com

MobileGroove brought to you by author, analyst and content marketing strategist Peggy Anne Salz, founder and owner of MobileGroove Media. Spotlighting the companies and cool people at the intersection of content, community and commerce. Connecting the dots in the Now to frame the future. MobileGroove: https://mobilegroove.com/

Creator

Peggy Anne Salz
Years Active

2021 - 2026
Episodes

154
Rating

Clean
Copyright

© Peggy Anne Salz
Show Website

MobileGroove