INCRMNTAL: Podrick the Podcast

Welcome back to our mini-series, where we dive into the heart of our team, uncovering personal stories and the driving forces behind our success. I'm Johana Leeflang, your host and INCRMNTAL's Marketing Lead. This time I got to sit with Noa Hassidim our star Customer Success Manager as she shares her journey from the dark side of cyber security into the innovative space of incrementality measurement.

Introducing the "Inside INCRMNTAL" podcast series!

Join us as we dive into the heart of our team, uncovering personal stories and the driving forces behind our success. I'm Johana Leeflang, your host and INCRMNTAL's Marketing Lead. In our debut episode, I sit down with Khen Ishai, a remarkable Software Engineer who has been shaping innovation at INCRMNTAL for nearly two years. Tune in to hear his inspiring journey of growth and how he's crafting both products and his career with us. Stay tuned for more captivating insights into the magic that happens behind the scenes at INCRMNTAL!

Welcome to the final episode of our beloved series. We are closing this season with a bang- turning the tables and interviewing Maor, our own co-founder and CEO and diving into some intriguing hypothetical scenarios, discussing the potential future of technology and advertising. We explored topics like the rise of voice search, the impact of connected TV, the role of generative AI in advertising, and the changing landscape of privacy-conscious consumers.

We even took a trip down memory lane, reminiscing about technological advancements we anticipated years ago, like the futuristic flying skateboard from "Back to the Future II." While it hasn't become a reality yet, I did share my love for electric scooters, which is the closest thing to the floating skateboard dream.

Keep an eye on our social for more details on our next series....coming soon...

Exciting news - the second to last podcast episode it live here!

I recently had the honor of interviewing & being interviewed by Claire Rozain, and we delved into the world of entrepreneurship and the exhilarating journey of starting a company. Our conversation was refreshingly unscripted, allowing for candid insights and perspectives. I'm thrilled to share this special episode of "Exploring the Multiverse" with all of you!

Claire's passion for gaming and her commitment to making a positive impact are truly inspiring. Currently she is working at Carry1st, the leading publishing company in Africa. She's also actively involved in the Global Warming Games initiative, creating environmentally conscious games for a better world.

During our discussion, Claire shared her own entrepreneurial experiences and the obstacles she encountered along the way. We explored the importance of finding a problem you're passionate about solving and the fears that often hinder us from taking the leap into entrepreneurship. These sentiments deeply resonated with me, as I've faced similar challenges throughout my career.

One significant topic we touched upon was pitching to investors. Drawing from my own journey with INCRMNTAL, I emphasized the value of persistence and incremental progress. While mistakes were made, each interaction with investors helped refine our pitch and increased our chances of success, despite initial skepticism.

I invite you to tune in to this episode and join us in this captivating conversation. Find inspiration, gain valuable insights, and let's continue supporting each other on our entrepreneurial endeavours. Together, we can make a positive impact and shape the future!

In this episode, we had the pleasure of interviewing Bichoï Bastha, Chief Revenue and Business Officer at Dailymotion. We delved into the ever-changing landscape of the advertising industry. As fellow "old-timers," it was surprising that we hadn't crossed paths before, given the small world we operate in. Our discussion centered around our shared passion for problem-solving in this dynamic field.

Bichoï journey in the advertising world is fascinating. Starting as an infrastructure administrator, he discovered his passion for web monetization and joined Dailymotion over 14 years ago. He witnessed the transformative power of programmatic advertising and navigated its complexities by building a skilled team and proprietary infrastructure.

We also explored the challenges brought about by the cookie-less world and evolving privacy regulations. Bichoï highlighted the importance of staying agile and adaptable in an industry driven by change. As users' expectations for ad relevance increase, speed becomes paramount, with mere milliseconds to capture attention.

Overall, this conversation was a reminder of the ever-evolving nature of our industry and the need for continuous innovation.

Join us for Episode 20 of "Exploring the Multiverse," where we embark on an exciting journey filled with captivating conversations. This week, we are delighted welcome back a very special guest, Jordi de Los Pinos, the CEO and founder of Smadex, who happens to be a close friend of mine for over a decade.

In this episode, our focus centers around click-through rates, the notorious full-screen ads, and more. The mobile marketing industry is known for its intricate nature and ever-changing landscape, often leaving outsiders perplexed. However, through dialogues like these, we aim to shed light on the value and challenges inherent in this field. What adds an extra layer of excitement is our ability to escape the confines of reality and explore intriguing "What If" scenarios. We hope you enjoy this conversation!

Join us for an extraordinary episode that you won't want to miss. Today's instalment holds special significance for a variety of reasons. Firstly, it marks a momentous occasion as I had the opportunity to conduct an interview with an F16 pilot for the very first time. Up until now, most of my guests have followed different career paths, making this encounter even more exceptional. However, what truly sets this episode apart is that, after nearly 70 episodes, it was the first time I had the privilege of conducting a face-to-face interview.

Allow me to introduce my guest for today, Naftali Hazony, who serves as the Chief Marketing Officer at Game Story. Game Story is currently experiencing remarkable growth, consistently expanding its operations month after month through strategic employment of data expertise, captivating games, and a highly skilled workforce.

While Naftali may be considered a relative newcomer to the industry, his intriguing background ensures that he asks all the pertinent questions, delving into the intricacies that our industry often assumes as self-evident, even when they are not. This conversation stands out as one of the most captivating exchanges in this series, and I sincerely hope that you derive immense enjoyment from listening to it.

Welcome back to the series! Our special guest this week is Alex Bauer, Head of Product at Branch. In our conversation we went back in time and looks at the pros and cons of a "walled garden", take for example the ease of downloading an app without having to have antivirus software on your device...

Tune in to this episode to explore a universe where there is the end of the app store, the erosion of privacy, and we find out where Alex was on March 27th...

In this week's episode, we had the pleasure of interviewing Radostina Zhekova, Senior User Acquisition Manager atJamCity. Radostina and I go way back, having worked together in the past. I've had the opportunity to witness her career development as she transitioned to the UA side with Voodoo and now at Jam City.

We delved into some wild hypothetical scenarios during this episode. Picture this: the app stores suddenly decide to raise their fees to a staggering 50%. Or on the contrary, they lower those fees to an incredible 5%. We also addressed the elephant in the room – those sneaky, impossible-to-click X buttons on full-screen ads.

So, grab your headphones and get ready for an engaging conversation about the ever-evolving mobile app landscape. Let's dive in!

Exploring the Multiverse." I'm excited to share this exciting episode where we discuss wacky "what if" scenarios with a very special guest, Paul Bowen. As this is our16th episode, we thought it was quite fitting to have Paul as a guest as he and Maor (INCRMNTAL's CEO) go back almost 16 years. It's always fascinating to delve into hypothetical situations and explore the possibilities they present. In this episode we answer questions like: What if Apple starts allowing 3rd party app stores globally? What if streamers and influencers could claim attribution based on view through attribution?, and what would happen if 100% of people opt in to allow tracking ? Let's dive into the multiverse and see where our imaginations take us!

Join us for a fun episode as we dive deep into the world of advertising technology with the dynamic Tim Koschella, Founder and CEO at Kayzen. In this captivating interview, Tim shares his unparalleled passion and insights into the ever-evolving landscape of digital advertising. Brace yourself as we embark on a journey exploring mind-bending concepts like NET worth targeting, the groundbreaking merger of industry giants Appsflyer and IronSource, and the revolutionary Apple Ad Network, unraveling the enigma of monetizing third-party apps.

Tune in to this episode of "Exploring the Multiverse" and embark on a journey of imagination and speculation with Elad Stern. We'll unravel the possibilities and explore the future of app stores and advertising. We dive deep into a future where app stores have tighter regulation around intrusive ads and whats more give users the choice of audio vs. interstitial ads?

Listen to the full video to uncover a possible future where the whole advertising space gets flipped on it's head

Welcome back to our podcast! Today, we have a special guest with us, Matej Novak, co-founder and CEO of Assetario. During our conversation, we explored a question that many of us in the advertising industry have asked ourselves: What if the ATT never happened?

Matej took us down a "privacy rabbit hole" that is quite scary to imagine. Without ATT, user tracking would have continued unabated, and it could have created a dystopian future where our every move was monitored and tracked. Matej explained that if Apple hadn't taken steps to protect user privacy, this scenario might have become a reality.

During our discussion, Matej emphasized the importance of transparency and user consent in advertising. Tune in to listen to the full episode where we also look at a scenario where " What if device data would include a users' NET Worth ?

Welcome to this episode of our podcast, where we're diving into the exciting world of adtech and social media with John Koetsier. As a seasoned adtech expert and a Forbes contributor, John has a wealth of knowledge and experience to share with us.

In this episode, we'll be exploring the multiverse of Elon Musk buying yet another social media network. With Musk's track record of disrupting industries and his recent acquisition of Twitter, we can only imagine what social media platform he has his sights set on next.

So, which one do you think he would buy? Join us as we dive into this topic and hear John's insights on what this could mean for the adtech and social media landscape.

Welcome to this episode of the podcast, where we have a special guest, Ido Raz, the founder of Bigabid, a mobile DSP. In today's episode, we will be discussing Ido's views on Apple's decision to introduce the App Tracking Transparency (ATT) framework, and why he wishes that Apple would go back on that decision. We will also be exploring the possibilities of app stores reducing their app store fees from the current 30% to 10% and what this could mean for developers and the entire industry. Ido Raz has a wealth of experience in the tech industry, and we are excited to have him share his insights and thoughts with us. So, without further ado, let's dive into this fascinating discussion.

Welcome back to "Exploring the Multiverse", the podcast where we dive deep into fascinating topics with experts from various fields. Today, we're joined by Paul Kovalski, a seasoned marketing professional with over 8 years of experience in the industry.

In this episode, we'll be delving into the world of Net Worth targeting and the emergence of the newest social media channel- SnapTok, or TikSnap, or StikStok (whatever you want to call it!). Paul will be sharing his insights and expertise on these topics, giving us a glimpse into the wild and crazy world of marketing.

So sit back, relax, and join us on this journey as we explore the multiverse of marketing with Paul.

Welcome to our podcast, where we explore the fascinating world of marketing and gaming with expert Moshi Blum from Beach Bum. In this episode, we delve into the world of mobile advertising and discuss some of the most critical topics that are affecting the industry today. From the microscopic X button that we often see on mobile ads to iAD and Apple Search Ads, we'll explore the latest trends and insights with Moshi, who has years of experience in this field. We'll dive into this parallel universe to see what alternative realities could look like for the gaming and advertising space.

Note that the opinions shared by Moshi in this podcast are his own and may not represent any official position of Beach Bum as a company.

Welcome back to the podcast, where today we will be exploring an intriguing concept - the possibility of a parallel universe where AAA games adopt the freemium model that has proven to be so successful in the mobile gaming industry. Joining us to delve into this fascinating topic is Natalia Vasilyeva, an expert in the mobile and gaming industry and EVP Marketing & Strategy at Anzu.

We will be discussing what the adoption of the freemium model might look like for AAA games, including how it could change the gaming experience for players and how it might affect the industry as a whole. Natalia will be sharing her insights on what game developers and publishers might need to consider if they were to adopt this model, as well as the potential challenges and benefits of making such a significant shift in the industry.

Hope you enjoy the chat!

We are excited to welcome Matej back to the podcast. This week he joins us on for a very interesting episode where we explore the parallel universe of AI taking over creative production and maybe even your job. Matej is excited for a universe where AI could help make the creative process more efficient. As an advocate for AI tools, he is not worried about the potential risks but rather the opportunities they create.

Hope you enjoy listening and if you want to hear more from Matej - check out his podcast "2 and a half gamers"

Welcome back to our podcast where we explore some wild possibilities of the advertising multiverse. In this week's episode our guest Eric Seufert, joins us to explore an alternative reality where Apple goes back on their privacy policy regarding IDFA. In this parallel universe, what would the advertising industry look like? How would it impact consumers' privacy and digital experience? We also explore some alternate realities where Google reduces their App Store “fees” to 5% ? and Apple bans 3rd party SDKs?

Hope you enjoy!

Welcome to today's episode of the podcast! We have a very exciting topic to explore today with our special guest, Andy Carvell, Partner and Co-Founder of Phiture. Andy will be delving into the multiverse where chatGPT and other similar AI rapidly replace search, killing Paid Search and SEO.

This alternate universe poses some fascinating questions: What would happen if generative AI could create entirely personalized apps and games by the end of the year, including all creative assets? What would the future of technology and the internet look like in a world where such rapid advancements are made?

We'll be diving deep into this topic, exploring the potential benefits and pitfalls of such technological advancements. Andy will be sharing his insights and predictions on how this could impact our lives, and what it could mean for the future of the digital landscape.

So, tune in, grab your headphones, and get ready to journey into an alternate reality with Andy as we explore a dystopian sci-fi multiverse!

Welcome to today's episode of the podcast! Today, we have a very special guest, Pau Sicilia from Binance, who will be exploring some fascinating ideas around the multiverse. In this particular universe, Pau will be discussing how Google operates on a freemium model, and Apple changes their privacy laws and "allows tracking" on default.

As we dive deeper into this topic, we'll get to hear Pau's unique perspective and insights on how these changes might impact our lives, and what it could mean for the future of technology. So sit back, relax, and get ready to journey into an alternate universe with Pau!

Welcome back and enjoy our latest episode with our special guest. veteran UA manager Katherine Sadouskaya from Gamehouse. Together we embark on a parallel universe where Gen Z rejects advertising and explore what the "BeReal movement". Tune in to see what this future could hold for brands and advertisers...

We are excited to have Luis de la Cámara, VP Marketing at Rovio, join us to share insights and his vast experience with over 15 years in the gaming industry. In this episode, we continue the discussion on the parallel alternatives in the advertising and gaming space , this time looking at Gen Z and how they are influencing game design and advertising as well as a parallel universe of Free to Play console games!

Stay tuned to hear what this gamer at heart at has to say!

Join us for our first episode of our newest series, as we explore the ever-evolving landscape of advertising technology through the lens of the multiverse.

We are launching this series with the one and only Thomas Petit, and will be discussing alternative realities if Apple did things just a little different, from their advertiser "tax" to how they will react to alternative app stores launching. Our expert guest will provide insights on how to stay ahead in this rapidly changing field and what you can expect. Tune in for a very exciting episode!

After 26 episodes we couldn't be happier to end the show on a high. Maor, our CEO and host, takes a closer listen to past episodes and picks out some of his favorite moments.

We appreciate everyone who has shared their honest opinions with us. And to the new and returning listeners week after week. We look forward to the next series launching in January 2023! In the meantime, we leave you with our latest white-paper explaining the true benefits of cross-platform marketing across a variety of industries. As an added bonus, we have expert advice for some of the interviewees in the series!

Catch you on the road in 2023! ;)

Hadar Telem is the Director of Marketing Analytics @ Huuuge Games (that's 3 U's!)

Hadar comes with a ton of experience in marketing analytics and UA in general. She's worked at some of the creme de la creme of companies when it comes to performance marketing. Beyond the practical, she also took the time somehow (?) to get relevant academic knowledge in her double degree in Marketing and Information Technology.

It was mega-awesome talking with her.

Also - this is the last interview in this series. We're going to go on a hiatus and be back in a couple of months on the roads...

This week we are speaking to Pau Sicilia who is one of the few guests that has worn both the hat of a creative and analytical marketer. Surprisingly, he shared with us that while his background lies in graphic design, he takes his decisions based on hard data- no more how exciting the creative is! Pau also shares some solid advice for any newbies that might want to join the world of mobile marketing. While we have heard time and again how quickly our industry changes he claims that one should be proactive and curious to keep up-to-date with trustful resources. Thanks again for the shoutout Pau! If you would also like to receive our monthly newsletter just sign up via our website.

Douglas MacDonald from Tinuiti joins us this week. We had such a great time talking about data quality, Netflix ads, the metaverse, and James Bond (of course). No, but really this week's episode dives deep into all things marketing (measurement) and the key differences! Tune in to learn about how philosophy plays a big role in the study of measurement. Especially in those things you can not observe and how the whole landscape is evolving.

If you want to reach out to Doug, you can do so here

Mark Baartse (Outsourced CMO) joins us this week for a very animated discussion. As a seasoned marketing veteran, he has witnessed first-hand the changes across many industries. Lucky for us, he is not shy and shares with us his outlook on how he envisions the marketing landscape to continue changing. He presents his opinion on how antiquated the current measurement options are for the future of marketing and why.

We are honored to have Andy Carvell join us this week - a truly awesome mobile veteran. Andy's path to Phiture has been quite an exciting journey. With a love for tech since the age of 5, it's no surprise that he is now the partner and co-founder of a leading mobile growth consultancy in the epicenter of the Berlin Tech scene. You might not know this but the mobile growth stack framework was invented by him and his co-founder Moritz while they were both working at Soundcloud. Listen to hear what really inspires Andy and how he sees the industry headed.

This week we welcome Amit Monheit the CEO & Co-founder of Odeeo. Amit shares with us the importance of having the vision and passion for what you do. And how this mindset will guide you to find the right career path so that you can "love what you do". Amit got that passion when he discovered the world of online marketing and gaming. And this is the fuel to his entrepreneurial journey.

Are you curious to learn more about the past and future of tracking and measurement and why it's time to start an evolution? Check out the full whitepaper on advanced marketing measurement.

We are excited to have the legendary Thomas Petit this week for our special 20th episode! We have been lucky to have had some very inspiring professionals in this series but we are not sure if anyone of them is as famous as the "one & only Thomas"... at least for now :)

Natalie Cook joins us this week and shares her journey from switching her scrubs to data crunching and campaign optimization.

Since joining the gaming industry over 6 years ago she has not only become an expert UA manager but she is also an advocate for women in gaming & mobile. Natalie shares her advice for companies that want to be more inclusive. Be conscious of the language used to ensure that it is not biased towards a particular gender and rather is "gender-neutral".

She also shares the importance of having a culture of diversity and inclusion. It should start with education and open conversations to try and break the bias.

p.s. little bonus for our listeners: find out what surprisingly made our CEO, Maor cry *HINT* it's not the latest iOS release :)

We are happy to have Annica Nesty the Group Director of Integrated Intelligence at Tinuiti join us this week. In this episode, we got a much deeper understanding of the differences that lie in working for the "client-side" vs. the "agency side". And how data science plays an important role on both ends. As a data-driven individual, it comes as a surprise that Annica sees marketing as both an art and science. The art comes from the creative and innovative side that keeps brands competitive. But it's also very important to have the scientific side, to ensure that the efforts are effective in measurement, validation, and testing. She also shares the importance of being artistic in the way that science is applied as we don't live in a predictable "perfect world". Curious to hear how other professionals have answered the question of whether marketing is a science or an art.

Curious to hear how other professionals have answered the question of whether marketing is a science or an art. Check out the round-up here.

Justin Campbell is the founder of Shopala, an eCommerce start-up offering shoppable ads and express checkout. Justin started his own entrepreneurial journey after seeing the mobile space change dramatically.

Find out why, without hesitation, Justin shares why he truly believes that marketing is an art and how above all the creative wins.

Check out our Brand vs. Performance roundtable, where we took a closer look at what differences there are and what are the similarities that connect them.

This week we are speaking with Robert Jurewicz from the Swedish eCommerce company Plick. Robert got his first interest in marketing from a psychological perspective. And then once he learned the complexities of consumer behavior and measurement, he couldn't get enough. Robert shares his personal experience in learning new marketing channels as a user. Moreover, how getting your hands dirty is invaluable when it comes to understanding the trends in digital marketing.

If you know want to learn more about how Plick leverages INCRMNTAL to gather insights into their influencer marketing campaigns (and other activities that were previously difficult to measure) - Check out the full case study here.

We are happy to have Felix Huang join us this week from Hopper. A seasoned UA manager with vast experience across several industries, from retail, and health to gaming. Now Felix shares his perspective on how similar and different the travel industry is from the other sectors.

If you would like to learn more about how incrementality can be measured across multiple industries check out this article where we ran macro-level case studies to see how different companies using INCRMTNAL have been able to:

1. Increase the value from advertising activities

2. Eliminate redundant ad spend and

3. Measuring the impossible (or at least the offline)

The travel industry faces plenty of challenges when it comes to seasonality but in the last two years, it has also had to deal with the struggles of the pandemic. As well as the introduction of ATT- so how did they overcome this?

Listen to this week's episode to get a deep insight into the power of diversifying your product to meet the user's needs as well as the power of the creative!

If you want to follow or reach out to Felix, you can find him on LinkedIn

This week we welcome Amir Shoval, Marketing Product Director from Plarium

He shares with us his journey of working with machines to people and the joys and challenges of the ever-exciting gaming and mobile industry. This time we go deeper into the role of a product manager to get a true understanding of how it works in a leading company that is Plarium.

Let’s take a closer look at what it's really like when you work in an industry where the “only constant is change” and you need to be ready to “expect the unexpected”.

If you would like to learn more about how this works in the measurement space check out this article, which gives an explanation of the untrackable.

Malik is one of the most fun to speak with guests we had on this podcast. He's genuinely interested and naturally curious about what can a marketer do to challenge the status quo and to create consistent growth in a competitive landscape.

With his past experience from King.com and Apple Arcade, Malik is now heading UA at Moshi Kids, Malik explains that in his perspective, to be successful in marketing, one should consider marketing more as an Art than a science, comparing growth marketing to photography and art forgery.

Our conversation went to various directions, allowing us to name Malik as the UA Philosopher 🎓

If you want to catch up with Malik, you can find him via linkedin

We also mention the upcoming white paper we're publishing (The Cross Platform Marketer Survival Guide) that you can download here.

We are happy to have Tim Koschella from Kayzen with us this week. A serial entrepreneur who early on understood the power of mobile as the biggest game changer consumer internet has seen.

He believes that, unlike the metaverse, which aims to be a replacement for the real world. Mobile is able to seamlessly connect our real lives with the digital world. Tune in to this week's episode to learn more about how Tim has been able to stay on top of mobile trends and start his fourth company in the last 10 years.

Want to learn more about mobile attribution check out this handy resource.

Everyone knows him as "The Captain". Andre is one of the most well-known people in the UA space, especially given that he worked with some of the most successful app companies as part of his journey.

This week we are happy to have Andre Kempe the founder of Admiral Media in the hot seat. Andre has spent the last couple of years chasing the sun (and wine) and now resides in Marbella. He shares his journey from the traditional side of telecommunications (think ringtones and SMS) to the exciting world of app marketing. The entrepreneurial journey is different for everyone, and while you should expect to hustle. Andre also shares some wise words: Connect with your inner child and stay curious!

Welcome to the 10th episode!! This time we have the pleasure of speaking to user acquisition expert Claire Rozain from Rovio. Having spent the last 8 years in the gaming industry. Claire truly appreciates the value of doing what you love. While finding the right balance between your professional goals and the company’s exceptions of you as an employee. Claire breaks down how to assess your future employer to ensure that it’s both a personal and professional match.

Claire also explains that UA is truly a “science of art”. If you would like to learn more about why creatives and data science are a winning combination check out this article.

If you enjoyed this episode, go and check out our previous episodes featuring some of the biggest experts in the mobile marketing space! And if you do not want to miss any of our upcoming episodes, subscribe now and get an alert when we post our next episode!

This week we spoke with Jordi de los Pinos CEO and Founder of Smadex. He opens up about his entrepreneurial story with us and gets candid about how NOT to start a business in this ever-changing space. He shares how SMADEX was able to stay ahead of the changes made in the past two years. (1) by foreseeing the market and (2)managing to innovate in an agile and ethical manner. Ensuring to do right by the user!

Would you like to learn more about measuring value and how it can be used in a multitude of use cases? We have you covered! We looked at some of our sample clients across all verticals and dug into the data to show what the true value in incrementality measurement can be. Check it out!

Did you enjoy this episode? Don't miss out on our previous talks with some of the most knowledgeable experts in the mobile marketing space. Also if you want to stay up-to-date on the latest episodes- subscribe and we will let you know when we release a new episode!

Lucina Stolz a Growth Manager at Trade Republic. She joins us this week to discuss the psychology behind marketing. And how understanding this above all else will help select the right methodology to connect and attract users. Lucina also surprised us when she shared that art trumps data when it comes to marketing. She hones in on the value that storytelling has on campaign success. It is really no surprise that as humans we connect with creatives and storytelling. Especially when it comes to influencing decision-making. One of the biggest challenges for any FinTech company is to gain the trust of the consumer. Lucina shares with us the importance of virality, as it not only creates word-of-mouth but also it helps stay top of mind.

Interested to know what other struggles FinTech companies face versus traditional banking companies. Check out our roundtable discussion with guest companies Tally, Tinuiti and Current.

Are you enjoying this series? Don't forget to check out our previous episodes and subscribe to be the first one to know when we have a new installment!

This week we are joined by Elina Uotinen a UA analyst at Traplight. She shares with us the parallels between the academic and the professional side of mobile marketing. Elina reminds us that it is important to remember that as the mobile gaming space continues to evolve rapidly and one should not settle on a “false sense of stability”. But rather keep an open mind and try different approaches and methods. Elina also goes deeper and presents the value of the scientific element when it comes to mobile marketing - from modeling to data sets. Elina shares the implicit value that incrementality has for all marketers as it's the “hidden value for your UA”.

Read the case study with Traplight where we see " The Value of Featuring" https://lp.incrmntal.com/case-study-the-value-in-featuring.

Are you enjoying our weekly podcasts? Subscribe so you can be the first to know when we release a new episode!

Matej Lančarič, owner of Lancaric.me agency is one of the most active UA consultants in Europe, having worked with a ton of mobile gaming companies: Pixel Federation, Rovio, Traplight, Lucky Cat, Genera Games, StarBerry, Boombit and way more.

Being an expert in UA, ASO, Creatives, Monetization, and global marketing strategy Matej has some unique experience and a very awesome methodical approach to mobile game marketing.

After 3 months of no sleep (no) thanks to his newly born daughter - Matej joins us for this 1:1 interview, sharing his opinions and experiences.

You can check out a case study between Traplight and INCRMNTAL about measuring the impact of getting featured on the app store: https://lp.incrmntal.com/case-study-the-value-in-featuring

Matej was one of INCRMNTAL's early design customers and contributed to a ton of features we developed.

If you liked this interview - check out some of the other interviews we recorded with or just subscribe to our channel to get notified about the latest interviews we publish weekly.

Ionut Ciobotaru is Co-CEO of VERVE Group, the Media Arm of MGI (ETR: M8G), previously CEO and Founder at PubNative, the first ever mobile native ads SSP.

Ionut is an incredible leader, and an adtech visionary with so much knowledge and experience in the industry.

Having had the privilege working together, Maor (Co-Founder at INCRMNTAL) and Ionut met up for this casual and very fast interview about the changes happening in our industry and the driving forces that shape it.

Ionut talks a lot about cross platform advertising. If you want to learn more about the best media mix, check out this article: https://www.incrmntal.com/best-media-mix

If you liked this interview - check out some of the other interviews we recorded with or just subscribe to our channel to get notified about the latest interviews we publish weekly.

Tobi (Tobias) Börner is the Chief Growth Officer and Co-Founder at Fastic, one of the fastest growing and most successful health & fitness apps in the world.

Tobi is a performance marketer that thinks differently than most, and rather than throwing some budgets at the social ad platforms, he experiments with new mediums and marketing channels that the typical performance marketer wouldn't even dare to consider.

From his home office in Spain, close to the beach, Tobi talks with us about his background and experience in scaling global brands while keeping his eye on the golf ball.

You can check out a case study between Fastic and INCRMNTAL about measuring the impact of direct-mail (i.e. flyers) incrementality measurement here

If you liked this interview - check out some of the other interviews we recorded with Tim Wiegels, VP Data at FreeNow, or just subscribe to our channel to get notified about the latest interviews we publish weekly.

Adam Jaffe is one of the most respected people in our industry with a ton of experience, working for and with some of the most successful gaming companies: Playtika, JamCity, Social Point, Jelly Button, Phoenix Games, Moon Active

Smart, Sharp, Direct, Opinionated - the characteristics that connected Maor (CEO @ INCRMNTAL) and Adam almost 15 years ago, as colleagues and friends.

In this wildly casual interview, Adam shares his experience, how to develop your network, attribution vs. measurement, and how to run a company while fathering 3 young (beautiful!) kids.

We talk about the deprecation of the IDFA here. If you want to learn even more about it, check out this article:

Enjoy listening!

We're All Mad Here!

Mobility is one of the fastest and most competitive industries EVER, and FreeNow has been growing insanely fast!

Figures that they would bring someone like Dr. Tim Wiegels to head their Data department.

What is it like managing a team of 80+ data scientists ?

Was the loss of the IDFA a blessing or curse?

Our podcast invites influential guests from across all sides of the marketing industry: brand and performance marketers, thought leaders and people we love talking with.

In this first episode, we're happy to feature Dr. Tim Wiegels, VP Data at FreeNow (https://free-now.com/de/)

If you liked this episode, you might also enjoy insights from our whitepaper: Synthetic Ground Truth, where Tim is quoted in:

https://incrmntal.com/whitepapers

We're releasing an episode weekly - so remember to subscribe!

Our newest series is titled We're All Mad Here!

Inviting influential guests from across all sides of the marketing industry: brand and performance marketers, thought leaders and people we love talking with.

The nature of this series is a 1:1 casual conversation about the ins and outs of marketing in today's age.

In this first episode, we're happy to feature Radostina Zhekova, UA Manager at Voodoo Games (https://www.voodoo.io/)

Radostina talks about how she got to where she's at, her thoughts about gaming in the pandemic, media mix modeling and her experience with data.

If you liked this episode, you might also enjoy insights from our panel: Market Like a Marketer that can be found here:

https://www.incrmntal.com/market-like-a-marketer

We're releasing an episode weekly - so remember to subscribe!

FinTech is one of the fastest growing industries in history producing more unicorns than a Disney Movie.

We asked several global experts in FinTech marketing to join us in a discussion about what does it take to educate consumers while disrupting an industry as old as Financial Services.

You can also check out this panel in video form at incrmntal.com/roundtables

Welcome to the INCRMNTAL special edition Subscription Apps panel: Click to Subscribe ?

During the last few years, more and more apps started adding subscription options to their business model. Subscriptions offer incredible control for both consumers as well as product companies.

What is the future of subscription apps now that privacy restrictions damage the ability to easily acquire users ?

We invited the world’s top industry experts in the subscription model to talk about this and more.

Hope you’ll enjoy listening!

We wanted to use the opportunity of being in the same room after 18 months of various lock downs and travel bans to record this interview sharing our story of how we met, and how and why we came up with the idea of INCRMNTAL.

Welcome to the INCRMNTAL first ever Gaming Panel!

We invited gaming user acquisition experts from all around the world to share their thoughts about the aftermath of COVID19 and Apple’s “App Tracking Transparency”.

How did these mega changes influence game marketing forever?

What positives came out of these changes ?

What the hell is a Quarentinee ?

We hope you’ll enjoy listening to our Panel

Welcome to this roundtable, hosted by INCRMNTAL and Winclap about Machine Learning in Marketing

Should marketers support or block AI ?

Will it take our jobs ?

And is it better to build technology in-house and gain a competitive edge ?

Or is it better to license technologies available ?

We rounded up 4 industry thought leaders to have a casual discussion about these questions.

We hope you’ll enjoy listening to our roundtable

Welcome to the recorded roundtable discussion, hosted by INCRMNTAL and Singular.

This is one of the best roundtables we recorded, talking about the disruption in our industry and what is means to “Market like a Marketer”.

We hope you’ll enjoy listening to this roundtable

We gathered the worlds' top thought leaders to talk about their predictions and premonitions for 2021 and the years to come.

• Who will win from IDFA deprecations ?
• What will be the next buzzwords in mobile marketing ?
• Will Covid-19 have long term effects over the mobile app space ?
• How will world politics influence our industry ?
• Is there a real opportunity in voice search ?
• Is Retargeting Dead and under the water ?
• Will the subscription economy flourish or decay ?

INCRMNTAL, ALGOLIFT and VUNGLE are happy to co-host this on demand roundtable 

In this (short) episode, I'm talking about the differences between 3 methods of measurement: Last Touch, Media Mix, and Incrementality Measurement.

There has been a lot of confusion between these, so I wanted to provide clarity and a comparison between these methods.

(music: Bensound.com)

Welcome to the recorded roundtable discussion, hosted by Fyber Focus and INCRMNTAL.

We wanted to bring experts in “Brand” and “Performance” to hold the ultimate Stand Off between the two polarizing segments of digital marketing.

We found that the two actually share a lot more with one another than we thought.

In this roundtable, you can learn about new Top of the Funnel, Measurement in a post IDFA world, The impact of apple’s announcement on programmatic advertising and more

We hope you’ll enjoy listening to this roundtable

We're proud to welcome you to the recorded roundtable discussion, hosted by INCRMNTAL and Anzu on the topic of “tracking the untrackable”.

There’s an unspoken wall between “performance” and “brand marketers” – and this wall is disappearing, as the industry changes.

We wanted to bring the thoughts and opinions of some of the industry’s thought leaders into this entertaining form of a discussion.

In this roundtable, you can learn about new mediums, how brand marketers measure performance, why new mediums “work” better, the value of “brand awareness”, incrementality measurement and so on.

We hope you’ll enjoy listening to this roundtable

I’m proud to welcome you to the recorded roundtable discussion, hosted by INCRMNTAL and Kayzen on the topic of control in marketing.

Control and transparency have been buzzwords in our industry for a while, but we’re FINALLY at a stage where marketers are adopting real control and not sudo-control.

We are happy to bring the opinions of 4 industry experts who share their opinions about the conflicting powers at play, setting up the right incentives for a growth team, discussing when giving up control makes sense and so on.

We hope you’ll enjoy listening to this roundtable

Why Is Efficiency In Marketing So Difficult To Achieve?

I’m proud to welcome you to the recorded roundtable discussion, hosted by INCRMNTAL and Bidshake on the topic of marketing efficiency.

The term marketing efficiency has been synonymous with marketing automation – a hot topic in the past few years.

We wanted to bring the thoughts and opinions of some of the industry’s thought leaders into this entertaining form of a discussion.

In this roundtable, you can learn about what makes marketers take full control, how is marketing efficiency measured, myths broken about marketing automation and the ultimate question: does marketing automation means unemployment for you as a marketer….

We hope you’ll enjoy listening to this roundtable