Apptivate: App Marketing Explained · 2026-04-08 · 25 min
Description Apptivate hosts and Remerge team members, Patrick Eichmann and Taylor Lobdell, sit down to discuss the outlook for mobile marketing in 2026 and the shifts shaping the industry. The conversation covers the move toward probabilistic attribution, the growing role of AI in campaign execution, and how advertisers are adapting to signal loss. They explore why retargeting strategies are becoming simpler and more holistic, where teams still fall short in testing and budget allocation, and how growth organizations are reorganizing around the full user lifecycle rather than channel silos. Patrick and Taylor also examine what defines a strong DSP partner today, along with how automation, CTV, and consolidation are influencing the future of programmatic advertising. Questions addressed in this episode How is mobile advertising changing in 2026? What does the shift from deterministic to probabilistic attribution mean in practice? Is iOS retargeting still viable? What mistakes are advertisers making with testing and budget allocation? Why should UA and retargeting be treated as one system? How are growth teams restructuring around lifecycle marketing?
AI governance, trust, and app growth - Adeel Shaikh Muhammad (Adeel Solutions)54 / 100
Fixing growth systems from the inside out - Ekaterina Gamsriegler (Mygroove)
Remerge and the evolution of app retargeting - Pan Katsukis (Remerge)
What mobile gaming learned from AI-driven creatives - Michal Bubernik (Pixel Federation)
How motion data from phones can inform your growth strategy - Dieter Rappold (Context SDK)