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The Refresh Live from MAU: The Great Mobile Reset: Measurement, Performance and AI.
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Live from MAU Las Vegas and sponsored by InMobi, this episode features a dynamic conversation about mobile performance marketing. Hosted by Kunal Nagpal, the discussion includes insights from Zach Gryphon (WaveMaker) and Maulana Moore (AppsFlyer). Together, they explore measurement frameworks, attribution challenges, AI in marketing, fraud detection, and the strategic importance of mobile apps as a growth channel and not just a companion tool. They stress the need for collaboration across brands, agencies, and MMPs, especially as privacy regulations, consumer behavior, and tech platforms continue to shift. The theme? It takes a village to win in modern performance marketing.
Key Timestamps:
00:00–01:39 – Introductions: Roles at WaveMaker and AppsFlyer, and why performance marketing matters more than ever
02:33 – “Spy skills” icebreaker (time travel via Motown and home DIY skills)
04:55 – The modern measurement landscape: slow, medium, and fast decision frameworks
06:42 – Why internal data silos and misaligned incentives remain a challenge
09:00 – The role of education in promoting smarter attribution models like incrementality
10:22 – Privacy vs. personalization: Navigating a chaotic regulatory environment
13:00 – Cookies, SKAdNetwork, and why Apple’s and Google’s shifting strategies matter
17:20 – Regional differences in mobile maturity (APAC vs. North America)
20:10 – Why mobile apps are now key growth engines, not just support tools
21:30 – Full-funnel performance thinking and aligning KPIs with LTV
23:13 – The misunderstood role of MMPs in identifying fraud and optimizing outcomes
25:30 – Real-world uses of AI: From predictive analytics to creative optimization
29:13 – A philosophical take: Moving beyond spreadsheets and embracing AI architecture
32:49 – What marketers should expect from their agency, MMP, and DSP partners
36:30 – Why a true “village” mindset beats a collection of siloed experts
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