For the eighth installment of the MDM Mailbag series, I am joined by independent app growth consultant and advisor Thomas Petit. As a reminder: guests for MDM Mailbag episodes of the podcast are practitioners, and questions are sourced directly from the MDM community.

Thomas and I discuss the current state of measurement, the necessity of incrementality testing, and the challenges of scaling creative production in an automated environment. We also dive into the technical and ethical considerations of web-to-app funnels, as well as the ongoing legal battles surrounding app store commissions.

Among other topics, the questions Thomas fields pertain to:

  • Whether incrementality testing will ever completely replace deterministic last-click attribution models for large-scale mobile advertisers and networks
  • How the proliferation of media mix modeling vendors affects the quality of measurement insights available to smaller app developers
  • Why the mobile industry continues to struggle with ad fraud detection despite the availability of sophisticated third-party verification services
  • If the current trend toward massive creative volume is actually delivering diminishing returns for performance marketing campaigns on Meta
  • What the long-term impact of AI-generated video creative will be on the traditional role of performance marketing creative agencies
  • When the friction of web-to-app onboarding funnels becomes a secondary concern compared to the benefits of merchant flexibility
  • Whether Apple's proposed fifteen percent commission on external links will effectively stifle the growth of independent web-to-app payment ecosystems

Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

  • ⁠⁠INCRMNTAL⁠⁠⁠. True attribution measures incrementality, always on.
  • ⁠Branch⁠. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming back

Interested in sponsoring the Mobile Dev Memo podcast? Contact Mobile Dev Memo advertising.

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