MobileGroove

Hosted by Peggy Anne Salz

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153

Latest episode

Jun 2026

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EN-US

About the show

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/

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September 1, 202617 min

Block Bad Ads, Keep Your Revenue: Google Proved It at MAU

Ad quality is no longer a nice-to-have — it's the difference between users who stay and users who churn straight to a one-star review. Recorded live at MAU, this episode unpacks why the app experience and the ad experience are now one and the same. Peggy Anne Salz talks with Sameer Sondhi, Chief Strategic Investment Officer, Global at Affle, and the AdMob/Google team driving the show's headline announcements. Together they break down the move from "acquire as many users as possible" to retention-first, sustainable growth — and the tools that finally make it measurable. From Korea's conglomerate publishers (T-Mobile, SK Telecom, Toss) protecting loyalty and LTV, to the proof that blocking bad ads doesn't have to sink your revenue, this is a practical look at winning the "good fight." In this episode you'll learn: - Why Korea's biggest brands accept short-term revenue cuts to protect long-term LTV - How Google proved in alpha you can keep quality ads AND keep revenue - What CTR filtering does — and why high CTR can be a long-term trap - The next-gen SDK: 17% smaller, 27% faster, and why the foundation matters most - Creative scanning + user-ID tagging, and ML that filters bad ads before they serve - Why banners are making a surprising comeback - The three pillars: stability, ad review control, and ad quality Connect with the guest: Sameer Sondhi (Affle): https://www.linkedin.com/in/sameersondhi Company: [Affle site] If you're in UA, monetization, or growth, subscribe to MobileGroove for more candid conversations with the people shaping mobile. ⏱ CHAPTERS 0:00 MAU, ad quality, and why this show mattered 1:05 Why Korea's conglomerate publishers obsess over ad quality 2:13 Brand safety & the 'brand guardian' for Toss, SK Telecom 4:01 Scanning creatives & tagging user IDs — the 'blockbuster' 4:23 The catalyst for sustainable growth: AI, churn, discovery debt 6:18 Money today vs. money long-term — and the SDK foundation 9:28 'Win the good fight': the tools behind Google's motto 12:25 Does blocking a bad ad actually hurt revenue? 14:08 Why banners are the biggest comeback story 16:02 Retention-first: the goal has changed 18:16 The three pillars & next-gen SDK (17% smaller, 27% faster) *** 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.mobilegroove.com #MobileGroove #AdMob #AdQuality #MobileMonetization #MAU #UserAcquisition #AppMonetization #MobileMarketing #Retention #LTV #Affle

June 18, 202643 min

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

June 17, 202621 min

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

June 17, 202614 min

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

June 16, 202614 min

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

June 11, 202620 min

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/id1585861460 Let's Connect ⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz ⚡ Instagram - https://www.instagram.com/peggyannesalz ⚡Website - https://www.mobilegrove.com

June 9, 202614 min

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

June 8, 202616 min

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 realize How location intelligence helps brands move from broad targeting to more strategic, high-confidence decisions Why AI is changing the game by spotting patterns, anomalies and opportunities humans would miss How Azira is making sophisticated data models more accessible to teams without analysts or data scientists on hand Why quick-serve restaurants, travel brands and retailers are using movement data to decide where to invest, where to open and who to target Gladys 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. Chapters 00:00 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/id1585861460 Let's Connect ⚡ LinkedIn - https://www.linkedin.com/in/peggyannesalz⚡ Instagram - https://www.instagram.com/peggyannesalz⚡Website - https://www.mobilegrove.com

June 4, 20266 min

93% of Marketers Are Using Rewarded UA — Here’s What Almedia Sees Next

The question is no longer whether rewarded UA works. The question is what it takes to make it scale. In this episode of MobileGroove, I speak with Joel Brodie, Head of Strategic Partnerships at Almedia , about the company’s new Rewarded UA Handbook and the bigger shift to rewarded as it moves into the core marketing mix. The impact is massive. Based on a survey of more than 900 mobile game professionals across major geos, Almedia found: $3,000 per day is the minimum budget to achieve meaningful campaign results 93% of marketers familiar with rewarded UA are already spending on it 61% plan to increase their rewarded UA budget in 2026. Almost 1 in 10 studios using rewarded now allocate more than half of their UA budget to the channel. Joel and I get into: What marketers get wrong when they judge performance too early Why D30 matters more than D7 if you want rewarded to scale How to think about short-, medium- and long-term engagement events What happens to rewarded now that web shops are hot As Joel puts it, making rewarded scale is both an art and a science. The science is data, automation and predictive LTV. The art is knowing which events matter, when to extend the reward window and how to build campaigns that compound instead of spike.If you are still treating rewarded like a lightweight test, this conversation will tell you why that thinking leaves you behind the market.Subscribe to MobileGroove for conversations with the people shaping what comes next in growth, marketing and mobile.*** 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

May 27, 202626 min

Why “Good Enough” Web Measurement Is Burning Your Budget

It’s a dangerous time for disconnects. Marketers are under pressure to prove where the money is working, where it’s wasted and where so-called “organic” revenue isn’t organic at all. But when app and web live in separate systems, teams can end up misreading the customer journey and miscrediting the money. In this episode of MobileGroove, I speak with Eran Dunsky, Head of Product in North America at AppsFlyer , about AppsFlyer’s Web Performance Measurement announcement at MAU and why it matters for marketers who need more than another partial view of performance. Eran gets straight to the problem: a user can discover through mobile, convert on web days later and show up as “organic” from the web team’s point of view. That means mobile may be driving more value than marketers can see, and web may be capturing revenue without revealing where it really came from. That is not a reporting gap. It is a budget risk. AppsFlyer’s data shows that once brands connect web measurement with cross-platform LTV, attributed revenue can jump by up to 50%. For growth teams trying to defend spend, improve ROAS and explain performance to finance, that is the difference between guessing where the money went and knowing what actually moved the needle. That’s why Eran says “good enough” is an expensive philosophy when you’re measuring where your money is going. In this conversation, he explains why AppsFlyer sees web as the final connective tissue in the omnichannel measurement story, and why bringing mobile-grade attribution, cross-platform LTV and optimization signals to web can help marketers see the customer journey with more confidence. The stakes get even higher in the age of AI, where clean signals are becoming the new competitive edge. After all, even AI can’t optimize a customer journey it can’t see. We also dive into: Why “organic” revenue often hides paid-driven performance How mobile campaigns can drive web revenue marketers don’t currently see Why “good enough” measurement can become an expensive philosophy How better measurement helps marketers defend budget with finance Why knowing the true value of every marketing dollar is a major unlock What changes when teams measure users, not devices, across the full journey Listen to the podcast interview: https://bit.ly/42vcEgi Subscribe to MobileGroove for conversations with the people shaping what comes next in marketing, growth, mobile and measurement. @AppsFlyer #WebPerformanceMeasurement Chapters 00:00 – New Web Measurement Announcement 01:23 – Solving Marketing Data Fragmentation 02:51 – The Challenge of Cross-Screen Performance 05:08 – Moving Toward Omni-Channel Strategy 07:43 – Revealing the Truth Behind "Organic" Revenue 10:53 – Addressing Growth Team Pain Points 12:30 – Empowering Marketers to Defend Budgets 14:38 – Breaking Down Siloed Marketing Teams 17:11 – Performance vs. Standard Web Analytics 22:37 – The Future Vision of Measurement 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