MobileGroove

In this episode, I speak with Andrew Burrington, Senior Growth Leader at onX, and Andy Carvell, Co-Founder and CEO of Phiture, about what happens after the early growth wins and why scaling a product portfolio forces teams to rethink the playbook that got them there. This is Part 2 of a two-part conversation built around five practical lessons for subscription apps. If Part 1 focused on identifying the users who truly get value, this episode picks up from there and asks the harder question: what do you keep, what do you change, and how do you know when your own playbook is starting to hold you back? As Andrew explains, continuity used to mean repeating what worked. Now it means carrying forward why something worked and being willing to change everything else. That shift matters when you are growing from one product to a portfolio, serving different audiences, use cases, and stages of maturity. What works in one app, or at one moment in the business, will not always work in the next. What you’ll learn in this episode: - How to know when to break your own rules - Why early-stage products need bigger swings, not just endless optimization - How to tell whether a learning is real or just noise - What changes when retention becomes as important as acquisition - Why strong teams build around intent, not just channels Part 1 was about finding value early; this episode is about learning how to scale it without losing the thinking that made it work in the first place. This is one of the conversations shaping the 2026 Full Funnel Growth Playbook, powered by RZR (formerly Aarki), available soon. Chapters 00:00 - Five Essential Lessons for Sustainable Growth 00:48 - Making Growth Learning Visible 01:20 - Utilizing AI and Automation for Optimization 03:08 - Case Study: 40% Growth Lift Through AI-Generated Assets 06:12 - Balancing "Big Swings" and Incremental Improvements 08:39 - Maximizing Resource Efficiency in User Acquisition 09:48 - Shifting Strategies Based on Product Maturity 11:58 - Pivoting from Acquisition to User Retention 15:05 - Onboarding and Engaging Diverse User Cohorts 18:00 - Leveraging Intent and Continuity for Long-Term Success *** 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

In this episode, I speak with Andrew Burrington, Senior Growth Leader at onX, and Andy Carvell, Co-Founder and CEO of Phiture, about what sustainable growth really looks like when an app grows from 3 people to 500 and from one product to a portfolio. This is Part 1 of a two-part conversation built around five practical lessons for subscription apps. It starts with a deceptively simple idea: not every user who installs the app matters. As Andrew explains, the shift came when onX stopped blasting users with purchase prompts and started focusing on what actually qualified them. In their case, that meant helping users understand the core actions that made the product valuable in the first place. The result is a conversation about what strong teams do early, what they carry forward, and why commitment beats volume. What you’ll learn in this episode: If you work on a subscription app, this episode is packed with practical thinking you can apply immediately. Part 2 continues the conversation, focusing on when to break your own playbook, how to recognize real learning, and why growth priorities change as products mature. This is one of the conversations shaping the 2026 Full Funnel Growth Playbook, powered by RZR (formerly Aarki), available soon. Chapters 00:00 Intro: Growth Beyond Theory 01:32 Meet the Guests: Andy Carvell and Andrew Burrington 03:00 A Decade of Growth: Building a Data-Driven Partnership 08:33 Lesson 1: Commitment Over Volume in User Retention 10:14 Qualifying Users: Finding Real Value in Your Product 15:53 Lesson 2: Don’t Reinvent the Wheel for New Products 18:02 Team Structure: Vertical Expertise vs. Service Centers 25:00 Lesson 3: Knowing When to Break Your Own Playbook 26:23 Maturity Curves: Adapting Strategies Across the S-Curve 33:45 Lesson 4: Making Growth Visible with AI and Automation 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

Brands still talk about Latino audiences as if they are a segment to target, rather than communities to understand. I recorded this conversation with Kirk Gimenez, Founder of Sizzle TV, at POSSIBLE last year, and I’m bringing it back now because it feels just as relevant as we head into POSSIBLE again. Kirk is on a mission to elevate Latino voices and tell stories that reflect real people, not assumptions. That perspective shapes everything he does, from media to marketing to financial education. He brings serious charisma, but he also brings a clear point of view on storytelling, representation and what brands still get wrong when they try to connect with Latino communities in ways that feel real and respectful. In this conversation, we get into: As a media partner of POSSIBLE, I wanted to bring this conversation back because it captures something the event does especially well. The value is not only in the stages or the sessions. It’s also in the unexpected conversations that challenge your thinking and stay with you long after the event is over. If you’re heading to POSSIBLE, or simply thinking more deeply about how brands connect with culture and community, this episode is for you. Subscribe to MobileGroove for conversations with the people shaping what comes next in marketing, media and technology. Chapters 00:00 - Introduction to Sizzle TV and Kirk's Mission 02:44 - Networking and Key Connections at the Possible Event 04:30 - Impactful Sessions: NFL and Big Brothers Big Sisters 05:31 - Bridging the Wealth Gap and Financial Advice 08:51 - Authenticity in Marketing to the Latino Community *** 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

In this episode of MobileGroove, I’m speaking with Christian Muche, Global President and Co-Founder of POSSIBLE, about what it really takes to build something people want to be part of, not just attend. POSSIBLE is not trying to win on size. It’s winning on intention and impact.💥 Christian’s philosophy is simple, but not easy to execute: bring the right people together, design the right environment and focus on outcomes, not optics. Growth follows when the experience delivers. And it is delivering. POSSIBLE has grown from 2,500 to more than 5,000 participants in just a few years, not by chasing scale, but by building something the industry wants to co-create. We also talk about why time, not budget, is now the most valuable currency for attendees, why most networking falls short and how curated connections, from small-group formats to thousands of pre-arranged meetings, are changing what people expect from events. In this conversation, we explore: As a media partner of POSSIBLE and someone who has experienced it firsthand, I’m especially excited about what’s coming next. This is not just another stop on the event circuit. It brings together business, culture and community. And that matters, because the most valuable ideas happen when the right people are in the right place, having the right conversations. If you’re heading to POSSIBLE in Miami, or considering it, this episode is your inside look at what makes it different and why it continues to gain momentum. Subscribe to MobileGroove for conversations with the people building what's next in marketing, media, and technology. Chapters 00:00 Challenging the Need for New Industry Events 04:41 Prioritizing Human Connections Amidst Industry Noise 06:05 Reimagining the Event Format as a Platform 07:41 Focusing on Relevance and Quality Over Scale 10:05 Curating Intentional Business Outcomes and Networking 13:42 Navigating the Intersection of Marketing, Tech, and Culture 18:18 Shifting from a Seasonal Event to a Year-Round Platform 19:53 Growth Milestones and New Formats for 2024 26:58 The Power of Co-Creation with the Industry *** 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

One bad ad wiped out 20,000 daily active users in hours. Not because the product failed. Because the ad experience did. In this episode, I sit down with Ezgi Dogan, a well-known monetization consultant and former engineer who works with gaming and non-gaming publishers. She sees patterns most studios never see — from deceptive-by-design creatives to algorithm changes that quietly double ad duration overnight. And the reality is uncomfortable: publishers often think they understand their ad quality problem. The data usually says it’s worse. This conversation is part of PlayerFirst Perspectives, a show series on MobileGroove powered by AppHarbr. It’s a series about fixing ad quality and building smarter ad policies so users stay in your app or game — and you can enforce what you believe is right for your players. 👉 Join the conversation Be part of the Player First Collective on Slack, where marketers, monetization leads and product teams share real examples, data and solutions around ad quality: https://join.slack.com/t/playerfirstcollective/shared_invite/zt-3kcihn2oh-jXuCNSOYnqIFjynxegYUug In this episode, Ezgi explains: Ezgi also breaks down the mindset shift studios need to make: ad experience is product experience. And if you don’t measure it, you’re flying blind. Stay tuned for more episodes of PlayerFirst Perspectives on MobileGroove, where we continue unpacking how publishers, platforms and partners can turn ad quality into a real growth advantage — not just revenue protection. Chapters 01:10 Defining Ad Quality Problems 02:07 Evolution of a Consultancy 02:47 Ezgi's Professional Backstory 04:39 Essential Monetization Skill Sets 06:56 Impact of Bad Ads on Revenue 09:59 Ad Quality as a Systemic Issue 11:58 Signs of Ad Quality Problems 23:31 Using Data to Show Reality 29:11 The Case for Publisher Control 32:11 Launching the First Ad Quality Index 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

What if the front door to your brand wasn’t an app, a landing page or a form, but a conversation? In this MobileGroove episode, I spoke with Moritz Beck, founder and CEO of Memacon, about why chatvertising is emerging as one of the most critical shifts in marketing and why it’s already forcing brands to rethink apps, funnels and trust. Moritz doesn’t just talk theory. He shares real examples from brands like IKEA, Volvo, and Aldi, along with hard numbers that explain why messaging is outperforming traditional journeys. We get into: We also explore how chat is reshaping recruitment, training, subscriptions, surveys and internal workflows, and why flow-based thinking is replacing funnels faster than most marketers realise. Moritz explains why this shift took so long, why it’s accelerating now, and zeroes in on the one simple experiment marketers should run in the next 30 days to see the impact for themselves. If you’re an app marketer, CMO or product leader trying to cut through saturation, rebuild trust and meet users where they already are, this conversation will change how you think about engagement. 0:00 Introduction to Chatvertising 2:14 Defining Chatvertising 4:05 Drivers of Conversational Engagement 7:48 Messaging Channels and newsletters 10:00 WhatsApp for Lead Generation 11:47 User-Centric Case Studies 16:48 Improving Conversion Rates 22:27 Hyper-Personalization Strategies 30:15 Key Metrics for Messaging Success 43:32 Getting Started with WhatsApp Newsletters *** 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

What happens when a messaging platform stops thinking only about communication and starts thinking about currency? Recorded live at Think Apps: The Google App Summit in APAC in Vietnam, this MobileGroove episode features my conversation with Hiroaki Fujino, Content & Membership at LY Corp (formerly LINE), one of Japan’s most powerful digital ecosystems. LINE began as a messaging app. Today, LY Corp spans games, payments, music, stamps and a growing portfolio of services that reach the majority of Japan’s internet population. The company’s ambition is not simply to add features, but to integrate behavior, community and rewards into a single environment. In this conversation, I explore how the company is using gamification and point systems to deepen engagement across its ecosystem. Hiroaki shares his vision for a future where everyday actions, not just transactions, generate value. Walking, spending time in-app, engaging with content, even interacting across services can become part of a broader point culture that blends entertainment, commerce and community. We talk about: We also discuss what it means to take this model beyond Japan and whether LY Corp’s approach can serve as a blueprint for other markets in APAC and beyond. If you are building community-driven platforms, loyalty systems or games that connect digital behavior to real-world value, this episode offers insight into how one of Japan’s largest ecosystems is leading the change. Chapters 00:00 The Rise of Play-to-Earn Apps 01:15 Line's Continuous Evolution 02:27 The Line Messenger Ecosystem 03:50 Exporting the Line Model 05:30 Converting Daily Life into Points 09:51 The Challenge of Global Gamification 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

Building a great app is one thing. Turning it into a real business is another. Recorded live at Think Apps: The Google App Summit in APAC in Vietnam, this session brought together three industry operators who have seen the app economy from very different angles and are not shy about saying what actually works. I sat down with Božo JankovićÖmer YakabagiLemon Choi to talk candidly about growth, monetization, AI and the mindset shift developers need to make if they want to survive and scale. This was not a slide-driven panel. It was a practical, no-BS conversation about what developers still get wrong, what they underestimate and where real opportunity exists right now. We get into: We also dig into Tier 3 and Tier 4 market testing, one-person studios, “fake it till you make it (and make it properly),” and why focus beats chasing every shiny opportunity. If you are an indie developer, founder or early-stage studio trying to make sense of monetization, growth and AI without losing the joy of building, this session delivers practical advice, clear takeaways and a few laughs along the way. Chapters: 00:00 Misconceptions About Monetization 00:48 Meet the Panel of Growth Experts 01:18 Careers in the App Economy 06:32 Focus on Hybrid Monetization 08:06 Common Developer Misconceptions 09:37 Testing Low-Tier Markets 11:25 Retention is Key 13:58 AI's Leverage for Small Teams 15:56 Monetization Model Advice 27:38 The Business Owner Mindset *** 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

Loyalty programs are usually built around transactions. PAYBACK believes they can also be built around behavior. In this episode of MobileGroove, recorded live at PGC London, I speak with Nico Winkelhaus, VP Digital Marketing at PAYBACK, about why Germany’s largest loyalty program expanded into gaming and what that move signals about the future of loyalty, rewarded engagement and super app strategy. PAYBACK has spent 25 years building scale in retail. Today it spans travel, banking, insurance and digital services inside one of Germany’s leading shopping apps. The move to expand into gaming in 2022 was rooted in user data and a clear understanding of how people already interact with the app. With more than 20 million smartphone gamers in Germany, the logic was simple: reward users not only for what they buy, but for how they spend their digital time. In this episode, Nico explains: • Why gaming was a natural extension of PAYBACK’s ecosystem rather than a leap into the unknown • How PAYBACK delivers incremental reach to gaming advertisers instead of recycling the same high-affinity rewarded users • Why adding gaming increases overall activity in the app rather than cannibalizing retail engagement • What personalization at scale actually means when you are working toward millions of differentiated offers • Why loyalty remains a low-involvement product and why simplicity, not feature density, determines success • How PAYBACK separates physical retail interactions from digital engagement within the same platform • What regulatory shifts and the rise of web shops could mean for loyalty platforms and studios • Why rewarded mechanics, first proven in gaming, may expand into other industries If you work in gaming, retail, commerce or growth, this episode offers a practical look at how loyalty, rewarded mechanics and super app ambitions intersect in the real world. Chapters: 0:00 - Payback's Evolution and the Convergence with Gaming 2:19 - Gaming as a Mass Market for Loyalty Programs 4:11 - Leveraging Data for Targeted Rewards and Broad Reach 7:43 - Relevancy, Hyperpersonalization, and Core DNA 11:16 - Evolving to a Loyalty Super App and Maintaining Simplicity 14:26 - Gaming as an Engagement Success Feature and the Future of Rewarded UA *** Subscribe for More *** 👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1 👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm 👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove 👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824 *** Let's Connect *** 👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz 👉🏻 Facebook - https://www.facebook.com/peggy.salz 👉🏻 Instagram - https://www.instagram.com/peggyannesalz 👉🏻 Website - https://www.mobilegrove.com *** What We Do *** MobileGroove: Mobile Marketing Insights, Trends & Growth Strategies MobileGroove is a top-ranked destination for mobile marketing, app growth, and customer engagement strategies. We deliver expert analysis, custom research, and strategic content marketing to help mobile-first businesses and tech startups thrive in a fast-moving industry. My videos cover: • User acquisition (UA) best practices • App retention and lifecycle marketing strategies • Personalization and loyalty programs that drive ROI • The latest in mobile advertising and data-driven growth • Success stories from top marketers and mobile-first brands Peggy is a recognized thought leader, named a Top 100 Mobile Influencer by Mobile World Congress, and the author of Apponomics (with InMobi) and The Everything Guide to Mobile Apps. Subscribe for weekly updates on mobile app marketing, growth hacking, retention tactics, and more.

What does it really take for indie developers to win in fast-growing app markets?Recorded live at Think Apps: The Google App Summit in APAC in Vietnam, I sat down with Killol Buch, Director India at Google, to talk about how developers in markets like India and Vietnam are building apps that scale, compete globally and stay sustainable.This conversation is about fundamentals that still matter, even as AI accelerates everything.We cover:- Why user experience beats everything else, especially for indies- How developers in India and Vietnam think differently about global and local users- What segmentation really means when users have very different spending power- Why ads are part of your product, not something you bolt on later- How AI is leveling the playing field for small teams and solo developers- The business skills indies need, not just the tech skills- Why retention and engagement matter more than chasing downloads- What sustainable growth actually looks like for early-stage studiosKillol also shares what continues to surprise him about the pace of innovation, where competition is heating up and how young developers can use ecosystems, communities and platforms to move faster without burning out.If you’re an indie developer or early-stage founder building in a crowded app economy, this session offers clear, practical advice on how to stand out and build something that lasts.0:00 Intro1:09 Google App Summit in Vietnam1:40 Learning Between Indian and Vietnamese Markets2:27 Quick Commerce: Solving Unique Local Needs in India3:45 Strength of the Developer Ecosystem in Vietnam4:39 Top Advice for Indie Developers: Focus on User Experience6:23 Essential Skills for Indie Success: Tech and Business7:34 Unique Challenges: Growing Competition and Limited User Time8:50 Google's Full Suite of Offerings for App Developers*** Subscribe for More ***👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824*** Let's Connect ***👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com*** What We Do ***MobileGroove: Mobile Marketing Insights, Trends & Growth StrategiesMobileGroove is a top-ranked destination for mobile marketing, app growth, and customer engagement strategies. We deliver expert analysis, custom research, and strategic content marketing to help mobile-first businesses and tech startups thrive in a fast-moving industry.My videos cover: • User acquisition (UA) best practices • App retention and lifecycle marketing strategies • Personalization and loyalty programs that drive ROI • The latest in mobile advertising and data-driven growth • Success stories from top marketers and mobile-first brandsPeggy is a recognized thought leader, named a Top 100 Mobile Influencer by Mobile World Congress, and the author of Apponomics (with InMobi) and The Everything Guide to Mobile Apps.Subscribe for weekly updates on mobile app marketing, growth hacking, retention tactics, and more.

What does leadership really look like for women in mobile today, across cultures, markets and stages of growth?Recorded live at Think Apps: The Google App Summit in APAC in Vietnam, this MobileGroove episode brings together three senior women leaders to talk candidly about what it takes to lead, be heard and create space for others in the app and mobile ecosystem.I spoke with: - Daphne Tan, Director, Global Partnerships, SellSide Monetization - Eunyoung Kim, Director, KR Sellside Monetization - Yukako Yokoyama, Director, Global Partnerships, Sellside Monetization – JapanThis is not a panel about titles or career ladders. It’s a conversation about leadership in practice, shaped by lived experience across Asia and global markets, with lessons that resonate far beyond APAC.In this episode, we talk about:What women bring to leadership in mobile and tech that often goes unrecognized- Why finding your voice matters, especially in cultures where speaking up is not the norm- How vulnerability, listening and empathy become leadership strengths- Why homogeneous thinking is a red flag, not alignment- What it takes to create work environments where women can thrive- How mentorship, sponsorship and simply opening the door can change careers- The differences and shared truths between leading in Eastern and Western culturesWe also explore how women shape innovation by bringing diverse life experiences into product thinking, why inclusion leads to better apps and better businesses, and how leadership evolves as purpose begins to outweigh ambition.If you’re a woman building a career in mobile, leading teams, mentoring others or simply finding your voice, this conversation offers perspective, reassurance and practical wisdom that travels across borders.*** Subscribe for More ***👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824*** Let's Connect ***👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com*** What We Do ***MobileGroove: Mobile Marketing Insights, Trends & Growth StrategiesMobileGroove is a top-ranked destination for mobile marketing, app growth, and customer engagement strategies. We deliver expert analysis, custom research, and strategic content marketing to help mobile-first businesses and tech startups thrive in a fast-moving industry.My videos cover: • User acquisition (UA) best practices • App retention and lifecycle marketing strategies • Personalization and loyalty programs that drive ROI • The latest in mobile advertising and data-driven growth • Success stories from top marketers and mobile-first brandsPeggy is a recognized thought leader, named a Top 100 Mobile Influencer by Mobile World Congress, and the author of Apponomics (with InMobi) and The Everything Guide to Mobile Apps.Subscribe for weekly updates on mobile app marketing, growth hacking, retention tactics, and more.

Rakuten Viber blocks around 2% of ads on purpose.At global scale, that is not a rounding error. It is a strategy. In this episode, we look at why one of the world’s largest messaging apps is willing to block demand in order to protect users, trust and long-term growth.I’m joined by Sebastian Totte, Programmatic Partnerships Manager at Rakuten Viber, to unpack how a people-first super app approaches ad quality, why ad experience is app experience, and why giving an external tool the power to block any demand partner is a deliberate and sometimes uncomfortable decision.Sebastian explains how Viber uses ad quality data to reduce user complaints, protect retention and even uncover new direct and PMP deal opportunities, all while operating across messaging, marketplace, dating and payments at massive scale.This conversation is part of PlayerFirst Perspectives, a MobileGroove mini-series powered by AppHarbr. It’s a series about fixing ad quality and developing ad policies so users stay in your app or game, and you can enforce what you believe is right for your players.👉 Join the conversation Be part of the Player First Collective on Slack, where marketers, product teams and platforms swap real examples of bad ads, policy fixes and UX wins, and compare notes on what’s working. Slack invite link - https://join.slack.com/t/playerfirstcollective/shared_invite/zt-3kcihn2oh-jXuCNSOYnqIFjynxegYUugIn this episode, Sebastian tells me:- Why Rakuten Viber treats ad quality as a growth lever, not a cost, and why blocking around 2% of ads is worth it- How a people-first super app thinks about monetization when ads are part of everyday communication, not just gameplay- How Viber uses AppHarbr by GeoEdge to scan ads across all demand partners and finally get a single view of everything running on its inventory- What granular ad policies look like in practice, including country-level rules, sensitive categories, domain controls and restrictions on redirects and auto-expand formats- Why there is no appetite for leeway on deceptive or sexually explicit ads, even when they could drive short-term revenue- Which metrics matter most when you take ad quality seriously, from fewer user complaints to better retention and cleaner app store reviews- How ad quality data can reveal which domains hit your inventory most often and where direct deals may actually make sense- What he’s watching next in ad quality, from AI-generated ads and more sophisticated scams to stricter regulation and ongoing enforcement challengesStay tuned for upcoming PlayerFirst Perspectives episodes on MobileGroove, where we continue to explore how publishers, platforms and partners are turning ad quality, policy and player trust into a real growth advantage.*** Subscribe for More ***👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824*** Let's Connect ***👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com

Vulcan Labs has quietly built one of Vietnam’s most successful subscription app businesses, and now it is doing the same with AI.Recorded live at Think Apps: The Google App Summit in APAC in Vietnam, I spoke with Trish Dang, CEO of Vulcan Labs, about the hard part of modern app growth: scaling subscriptions and ads without damaging user experience.Vulcan Labs has launched more than 60 apps globally and built one of the strongest subscription portfolios in Vietnam. In recent years, the team has also been an early mover in AI-powered apps, including an AI assistant and AI-driven health products, while keeping product quality and retention at the center.In this conversation, Trish and I cover:- How Vulcan Labs built subscription growth by prioritizing product quality- Why user experience comes before monetization decisions- How the team balances subscriptions and ads across markets with different willingness to pay- What it takes to integrate ads without breaking trust or disrupting flow- Why ad content, timing and quality matter as much as placement- How Vulcan approaches global distribution with smart localization- What Trish is seeing in Vietnam’s app ecosystem, including growing opportunities for women in mobileWe also talk about leadership, building sustainable teams and what it means to grow an app business from Vietnam for a global audience.If you are an indie developer, founder, or product builder exploring subscriptions, AI apps, and monetization without compromising UX, this episode offers practical insights from a team that knows how to scale. *** Subscribe for More ***👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824*** Let's Connect ***👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com*** What We Do ***MobileGroove: Mobile Marketing Insights, Trends & Growth StrategiesMobileGroove is a top-ranked destination for mobile marketing, app growth, and customer engagement strategies. We deliver expert analysis, custom research, and strategic content marketing to help mobile-first businesses and tech startups thrive in a fast-moving industry.My videos cover: • User acquisition (UA) best practices • App retention and lifecycle marketing strategies • Personalization and loyalty programs that drive ROI • The latest in mobile advertising and data-driven growth • Success stories from top marketers and mobile-first brandsPeggy is a recognized thought leader, named a Top 100 Mobile Influencer by Mobile World Congress, and the author of Apponomics (with InMobi) and The Everything Guide to Mobile Apps.Subscribe for weekly updates on mobile app marketing, growth hacking, retention tactics, and more.

Growth isn’t platform-to-platform anymore. It’s everything to everything.In this episode of MobileGroove, I spoke with Barak Witkowski, Chief Product Officer at AppsFlyer, about how growth teams are operating in a world where users move fluidly across apps, web, CTV, retail and alternative app stores, and why old mental models no longer hold up.Barak shares what AppsFlyer is seeing across the market right now, including the 15 distinct growth flows teams are trying to measure, why launching 10 products in parallel was necessary to support that reality, and how AI is moving from insight to action.We cover:- Why growth is now everything to everything- The 15 cross-platform flows teams still underestimate- What it takes to launch 10 products at once and why it mattered- Why AI works best when you onboard it like a new hire- Where autonomous marketing is already delivering results, and where it is not ready yet- What modern measurement looks like when you shift from devices to users- Why data collaboration is becoming a growth lever rather than an experimentThis conversation builds on work originally developed in close collaboration with ConsultMyApp (CMA) and other industry partners, which is why Barak and I reconnect one year later. We trade hard truths and pressure test what actually scaled.Download the Sustainable Growth HandbookThis work was developed in close collaboration with ConsultMyApp (CMA) and other industry partners.If you are responsible for growth, measurement or product strategy and trying to make sense of AI, data and fragmentation without the hype, this episode offers a clear frame for what comes next.*** Subscribe for More ***👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824*** Let's Connect ***👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com*** What We Do ***MobileGroove: Mobile Marketing Insights, Trends & Growth StrategiesMobileGroove is a top-ranked destination for mobile marketing, app growth, and customer engagement strategies. We deliver expert analysis, custom research, and strategic content marketing to help mobile-first businesses and tech startups thrive in a fast-moving industry.My videos cover: • User acquisition (UA) best practices • App retention and lifecycle marketing strategies • Personalization and loyalty programs that drive ROI • The latest in mobile advertising and data-driven growth • Success stories from top marketers and mobile-first brandsPeggy is a recognized thought leader, named a Top 100 Mobile Influencer by Mobile World Congress, and the author of Apponomics (with InMobi) and The Everything Guide to Mobile Apps.Subscribe for weekly updates on mobile app marketing, growth hacking, retention tactics, and more.

In this episode of the Full Funnel App Growth Series powered by Aarki, Peggy sits down with Rajeev Ranjan, VP of Product at Aarki, to demystify one of the most misunderstood topics in mobile marketing today: SKAN and privacy-first measurement.As data becomes delayed, aggregated, and harder to interpret, many teams see SKAN as a blackout. Rajeev argues the opposite. When approached correctly, SKAN becomes a predictable timeline — one that helps marketers make better decisions, not worse ones.This conversation is part podcast, part masterclass, and focuses on what growth leaders actually need to know to operate confidently in 2026 — without drowning in technical detail.In this episode, you’ll learn:- Why SKAN is not a loss of signal, but a shift in cadence- How to treat postbacks as decision points, not just data- What to do (and what not to do) at Day 4, Day 10–15, and Day 30- Why killing campaigns too early is one of the most expensive mistakes teams make- How creative testing and retargeting still work under SKAN — just differently- Where AI helps, where it fails, and why black-box automation is risky- Why full-funnel growth now means UA and retargeting working together, earlier than most teams expectRajeev also shares practical lessons from working with marketers across gaming and non-gaming apps, including why waiting too long to re-engage users can permanently cost you high-value cohorts.This episode connects directly to Chapter 4 of the Full Funnel Growth Playbook, where Rajeev lays out a clear framework for reclaiming your data advantage in a privacy-first world, without panic, denial, or guesswork.If you’re responsible for growth, budgets, or performance in a world where feedback loops are slower but expectations haven’t changed, this episode is required listening.*** Subscribe for More ***👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824*** Let's Connect ***👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com*** What We Do ***MobileGroove: Mobile Marketing Insights, Trends & Growth StrategiesMobileGroove is a top-ranked destination for mobile marketing, app growth, and customer engagement strategies. We deliver expert analysis, custom research, and strategic content marketing to help mobile-first businesses and tech startups thrive in a fast-moving industry.My videos cover: • User acquisition (UA) best practices • App retention and lifecycle marketing strategies • Personalization and loyalty programs that drive ROI • The latest in mobile advertising and data-driven growth • Success stories from top marketers and mobile-first brandsPeggy is a recognized thought leader, named a Top 100 Mobile Influencer by Mobile World Congress, and the author of Apponomics (with InMobi) and The Everything Guide to Mobile Apps.Subscribe for weekly updates on mobile app marketing, growth hacking, retention tactics, and more.

Footnote: Immersive in-game ads is currently in closed beta and is only available for selected publishers Most publishers are still relying on the same old ad formats and experiences. That feels safe, but it leaves money, premium demand and player trust on the table. In this episode, we dig into why traditional formats are overrated, why immersive in-game ads are underrated, and how a new hybrid monetization model can deliver both revenue and respect for your players.I’m joined by Fatma Gungor Okutan from Google, who works on partnerships with app and game publishers across EMEA. Fresh from the Google App Summit in Dublin, Fatma shares what she’s seeing in the market: publishers hesitant to change formats, brands demanding higher-quality inventory, and players who want ads that blend into the game rather than break the flow.We unpack what immersive in-game ads actually look like – from billboards on virtual race tracks to menu items and pause screens that become native placements – and how AI is shaping everything from creative design to targeting and localization so ads feel relevant, not random.Fatma also calls out the red flags: forced redirects to app stores, confusing or missing exit buttons and low-quality, over-frequent ads that might give you a short-term bump but destroy retention and brand value over time. She explains why even hyper-casual games now need to balance frequency, segmentation, and experience to achieve real, sustainable performance. When we talk about the future, Fatma doesn’t pick between ads, IAP or subscriptions. She puts her bet on a new hybrid model where IAP still dominates in absolute dollar terms. Still, ads take a bigger share – as long as publishers use segmentation, smarter formats and ad quality as a core design principle, not an afterthought.This conversation is part of PlayerFirst Perspectives, a MobileGroove mini-series powered by AppHarbr. It’s a series about fixing ad quality and developing ad policies so users stay in your app or game, and you can enforce what you believe is right for your players.👉 Join the conversation Be part of the Player First Collective on Slack, where marketers, product teams and platforms swap real examples of bad ads, immersive formats, policy fixes and UX wins. You’ll find the Slack invite link and more resources in the show notes.In this episode, Fatma tells me:- Why relying too much on traditional formats is an overrated trend in mobile game monetization- Why immersive in-game ads are underrated and how making every item or surface in your game a potential placement can unlock premium, brand-safe demand- How AI is already embedded in Google’s infrastructure, from auctions to new formats, and how publishers are using it for creative design, coding and end-to-end experience building- What a high-quality immersive ad experience looks like for players and for brands that care how they show up in games- The ad quality red flags she watches for: too-frequent, low-quality, non-relevant ads that may boost short-term revenue but hurt retention and brand health in the long run- How segmentation by country, behavior and ad tolerance helps you design the right ad mix for different users instead of treating everyone the same- Why she is betting on a new hybrid monetization model where IAP and ads work together, and quality, formats and segmentation decide who wins*** Subscribe for More ***👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824

For years, app and game growth felt like a sugar rush. Cheap installs, aggressive ads, quick wins. That era is over. Now we’re finally seeing hard data on what disruptive ad experiences really do to player retention – including how one bad ad can trigger instant churn and how repeat exposure can burn through half your audience.In this episode, I’m joined by Alexis de Charentenay, Director for EMEA App and Gaming at Google, live from the Google App Summit in Dublin. Alexis explains why he believes we’re in a post–sugar rush phase, what new ad quality data is revealing about user behavior and how AI inside Google’s stack is helping filter out the junk so publishers can protect players and performance.This conversation is part of PlayerFirst Perspectives, a MobileGroove mini-series powered by AppHarbr. It’s all about fixing ad quality and building ad policies that keep users in your app or game so you can enforce what you believe is right for your players.👉 Join the conversationBe part of the Player First Collective on Slack, where marketers, product teams and platforms swap examples of bad ads, policy fixes and UX wins. In this episode, Alexis tells me:- Why he says the industry has been on a “sugar rush” and what changes in the post–sugar rush era- What new Google data shows about immediate churn after a single disruptive ad, and how repeat bad experiences can burn through half your audience- How AI is built into Google’s ad stack to detect and filter low-quality and disruptive formats at scale- Why publishers need visibility into how specific ad experiences affect retention, not just short-term revenue- How to push partners and networks on ad quality and make it part of your brand promise- Why retention should be your North Star metric – and how to aim for both high ad quality and high performance instead of trading one for the otherStay tuned for upcoming PlayerFirst Perspectives episodes on MobileGroove, where we explore how publishers, platforms and partners are turning ad quality, policy and player trust into a real growth advantage.*** Subscribe for More ***👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824*** Let's Connect ***👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com*** What We Do ***MobileGroove: Mobile Marketing Insights, Trends & Growth StrategiesMobileGroove is a top-ranked destination for mobile marketing, app growth, and customer engagement strategies. We deliver expert analysis, custom research, and strategic content marketing to help mobile-first businesses and tech startups thrive in a fast-moving industry.My videos cover: • User acquisition (UA) best practices • App retention and lifecycle marketing strategies • Personalization and loyalty programs that drive ROI • The latest in mobile advertising and data-driven growth • Success stories from top marketers and mobile-first brandsPeggy is a recognized thought leader, named a Top 100 Mobile Influencer by Mobile World Congress, and the author of Apponomics (with InMobi) and The Everything Guide to Mobile Apps.Subscribe for weekly updates on mobile app marketing, growth hacking, retention tactics, and more.

Publishers are done being passive participants in their own monetization stacks.Recorded live at the Google App Summit in Dublin, this MobileGroove episode features two candid conversations with experienced publishers who are taking a clear, player-first stance on ad quality, trust and long-term value.I spoke with:Otto Simola, Head of Player Acquisition and Monetization at FingersoftAnastasiia Paliienko, Marketing Lead at 6037Together, we unpack how publishers are rethinking monetization as a product decision, and why ad quality, policy and trust are now central to sustainable growth.With Otto, I talk about:- Why user acquisition and monetization must operate as one system- How poor ad quality quietly erodes long-term retention- Why publishers have more power than they think to push back on bad ads- What clear value exchange gets right in rewarded experiences- Why measuring retention over time matters more than short-term performance- Where AI helps today in detecting low-quality and misleading adsWith Anastasiia, I dig into:- What it means to scale subscription apps without compromising trust- Why hybrid monetization is becoming essential- How ad policy and platform standards support better player experiences- Where AI is already changing creative production and testing- Why value, honesty and relevance matter more than clicks aloneAcross both conversations, a clear theme emerges: publishers are shifting to a player-first perspective, where ad quality, trust and long-term value are treated as core growth levers, not trade-offs.PlayerFirst Perspectives on MobileGrooveThis episode is part of PlayerFirst Perspectives, a MobileGroove mini-series powered by AppHarbr.The series focuses on improving ad quality and developing ad policies so users stay in your app or game and publishers can enforce policies that are right for their players.👉 Join the conversationBe part of the Player First Collective on Slack, where marketers, product teams and platforms share real examples of bad ads, policy fixes and UX wins.*** Subscribe for More ***👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824*** Let's Connect ***👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com*** What We Do ***MobileGroove: Mobile Marketing Insights, Trends & Growth StrategiesMobileGroove is a top-ranked destination for mobile marketing, app growth, and customer engagement strategies. We deliver expert analysis, custom research, and strategic content marketing to help mobile-first businesses and tech startups thrive in a fast-moving industry.My videos cover: • User acquisition (UA) best practices • App retention and lifecycle marketing strategies • Personalization and loyalty programs that drive ROI • The latest in mobile advertising and data-driven growth • Success stories from top marketers and mobile-first brandsPeggy is a recognized thought leader, named a Top 100 Mobile Influencer by Mobile World Congress, and the author of Apponomics (with InMobi) and The Everything Guide to Mobile Apps.Subscribe for weekly updates on mobile app marketing, growth hacking, retention tactics, and more.

Publishers are facing some tough questions: why are there so many bad ads, who actually owns ad quality, and what can publishers do about it right now?In this candid backstage debrief, I’m joined by Božo Janković (Ad Monetization Consultant at GameBiz Consulting) right after we leave the main stage at the Google App Summit in Dublin to unpack the realities publishers face every day. We talk through a simple way to frame ad quality – from harmful content and deceptive templates to nonstop ad spam and hidden malicious code – and why ad experience is app experience for your users and your bottom line.Božo also shares insights from a Google / AdMob / Deloitte study showing that 1 in 5 players will quit a game after a negative ad experience. We also dig into what happens when the industry doesn’t fix this itself: user backlash, app store pressure and, eventually, regulation.This conversation is part of PlayerFirst Perspectives, a MobileGroove mini-series powered by AppHarbr. It’s a series about fixing ad quality and developing ad policies so users stay in your app or game, and you can enforce what you believe is right for your players.👉 Join the conversation -https://join.slack.com/t/playerfirstcollective/shared_invite/zt-3kcihn2oh-jXuCNSOYnqIFjynxegYUugBe part of the PlayerFirst Collective on Slack, where marketers, product teams and platforms swap real examples of bad ads, policy fixes and UX wins – and compare notes on what’s working. In this backstage episode, we talk about:- Why there may be more bad ads than good ones – from disgusting or misleading creatives to malware, spyware and scams hidden under the surface- A simple ad quality “stack”: ad content, ad templates and UX, ad implementation and frequency, and ad integrity- What the Google / AdMob / Deloitte data reveals about churn, player choice and the real revenue impact of negative vs positive ad experiences- The four key stakeholders in ad quality – advertisers, ad networks and mediation, publishers and app stores – and how responsibility and power are shared- Why publishers have more leverage than they think: defining ad policies, insisting networks enforce templates and shifting teams from quantity to quality- How communities help share solutions and push the industry toward higher standards- Why ignoring ad quality is no longer an option if you care about profitable growth, valuations and building a business with solid, sustainable metricsStay tuned for upcoming PlayerFirst Perspectives episodes on MobileGroove, where we continue to dig into how publishers, platforms and partners are turning ad quality, policy and player trust into a real growth advantage.*** Subscribe for More ***👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824*** Let's Connect ***👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com

Bad ads don’t just annoy users – they quietly drain your growth. Intrusive, misleading or unsafe creatives push players to churn, wreck trust and make your monetization look worse than it really is. This episode is about how to stop that leak and turn ad breaks into a player-first experience instead of a reason to uninstall. Berk Ulusoy works with leading app and game publishers at Google on the AdMob team. He shares what Google’s best-performing partners do differently: how they spot bad ad UX before it becomes a churn problem, how they use segmentation to protect high-value users and why clear ad policies have become a growth lever, not just a brand-safety checkbox. This conversation is part of PlayerFirst Perspectives, a new MobileGroove mini-series powered by AppHarbr. It’s a series about fixing ad quality and developing ad policies so users stay in your app or game, and you can enforce what you believe is right for your players. 👉 Join the conversation: Be part of the Player First Collective on Slack, where marketers, product teams and platforms swap examples of bad ads, policy fixes and UX wins. You’ll find the Slack invite link and more resources in the show notes. In this episode, Berk tells me: Stay tuned for upcoming PlayerFirst Perspectives episodes on MobileGroove, where we dig into how publishers, platforms and partners are turning ad quality, policy and player trust into a real growth advantage.