Growth Masterminds: mobile growth podcast · 2025-09-24 · 31 min
Add more ad network partners, and you get higher ROAS. That's what the data says. In this episode of Growth Masterminds, John Koetsier discusses the findings of a Moloco, Singular, and SensorTower report analyzing ad network mixes for consumer apps and games. Get the report here: Joined by Tom Shadbolt from Moloco and Gastón Laterza from Singular, they explore significant trends in mobile revenue, the importance of diversification in ad spending, and the impact of partner mix on return on ad spend (ROAS). The conversation dives into changing consumer behavior, engagement trends, and the future of mobile marketing strategies, emphasizing the need for marketers to adapt to the evolving landscape. 00:00 Introduction to Ad Network Mix for Growth 02:09 Trends in Mobile Revenue: Gaming vs. Consumer Apps 07:13 The Importance of Diversification in Ad Spend 14:40 Analyzing ROAS: The Impact of Partner Mix 18:35 Understanding Consumer Behavior and Engagement Trends 24:23 The Role of Independent Apps in the Ecosystem
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