PODCAST · business
MobileGroove
by Peggy Anne Salz
MobileGroove brought to you by author, analyst and content marketing strategist Peggy Anne Salz, founder and owner of MobileGroove Media.Spotlighting the companies and cool people at the intersection of content, community and commerce. Connecting the dots in the Now to frame the future.MobileGroove: https://mobilegroove.com/
Episodes
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Why Affle Is Betting on CPCU to Power Its Next 10X Growth
Marketers have spent years optimizing for installs, clicks, leads and ROAS. Affle wants to push performance further: what did you actually convert? That is the focus of CPCU, cost per converted user, and my conversation with Sameer Sondhi, CEO, North America & Chief Strategic Investments Officer…
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Block Bad Ads, Keep Your Revenue: Google Proved It at MAU
Ad quality is no longer a nice-to-have — it's the difference between users who stay and users who churn straight to a one-star review. Recorded live at MAU, this episode unpacks why the app experience and the ad experience are now one and the same. Peggy Anne Salz talks with Sameer Sondhi, Chief...
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Set It and Forget It AI? Here's Why That's Dangerous
In this episode, I speak to Ben Weber, formerly VP of ML at RZR, to pull back the curtain on the AI and infrastructure powering modern mobile advertising. While many marketers view AI as "plumbing," Weber explains why understanding what happens in the data center is critical for performance,...
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The Truth About The Creator Economy | Expert Analysis With Caden Cox
"Do you know what Cherry Blossom jeans and Coach have in common?" For Caden Cox, Influencer/Creator Marketing at CreatorIQ it's the secret sauce to the next decade of marketing: authentic human connection. In this high-energy conversation, Caden, a former influencer turned business development...
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Beyond Generic AI: Monetizing the "Magic Moments" in Video Advertising
Explore the future of contextual video advertising with Bradford Quinn from Kerv AI. Moving beyond generic AI labels, this discussion dives into how "pixel-edge" metadata analysis allows publishers and brands to identify and monetize specific, high-value moments within both long-form and live…
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The Truth About Premium Inventory and Market Choice
In this interview, recorded live at POSSIBLE 2026, I talk to Jason Wiese, EVP, Strategic Insights & Measurement at VAB about the evolving landscape of video advertising, focusing on the five pillars of "premium video" and how they drive results. The discussion covers the critical role of...
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5x Higher LTV: How Commerce Media Is Changing Mobile Gaming
In this interview, recorded live at POSSIBLE 2026, I caught up with Matt Conlin, Chief Customer Officer & Founder from Fluent discusses the rapid evolution of commerce media and its significant impact on the mobile gaming industry. With traditional advertising platforms reaching points of...
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The $90 Billion Opportunity: Why Brands Must Bridge the App Gap
While mobile app user acquisition is a massive $90 billion market—three times the size of the entire CTV industry—many brands still lack a dedicated app strategy. In this video, we sit down with Itai Cohen, Chief Strategy Officer of Digital Turbine at the POSSIBLE conference to discuss the…
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The Next Martech Advantage? Building an Insights Stack
Marketers have spent years building media stacks, CRM stacks and measurement stacks. Gladys Kong believes the next competitive edge is an insights stack.In this episode of MobileGroove, recorded at POSSIBLE in Miami, I speak with Gladys Kong of Azira about why location intelligence is a powerful...
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93% of Marketers Are Using Rewarded UA — Here’s What Almedia Sees Next
The question is no longer whether rewarded UA works. The question is what it takes to make it scale. In this episode of MobileGroove, I speak with Joel Brodie, Head of Strategic Partnerships at Almedia, about the company’s new Rewarded UA Handbook and the bigger shift to rewarded as it moves into...
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Why “Good Enough” Web Measurement Is Burning Your Budget
It’s a dangerous time for disconnects. Marketers are under pressure to prove where the money is working, where it’s wasted and where so-called “organic” revenue isn’t organic at all. But when app and web live in separate systems, teams can end up misreading the customer journey and miscrediting…
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SoundCloud Turned Off Brand Spend. What They Learned About ASO
In this episode, Peggy speaks with Hope Barrett, Director of Product Management for MarTech at SoundCloud, and Simon Thillay, Head of ASO Strategy & Market Insights at AppTweak, about their joint effort to answer the question teams avoid: why should you pay for users who are already searching for...
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Magical vs. Manipulative: The Future of AI Characters
This episode continues our exploration into the transformative world of Character AI agents and their impact on entertainment and marketing. Guest Rebecca Liao, Co-Founder & CEO at Saga, returns to discuss the "magical vs. manipulative" divide in technology and how her unique background in law…
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Why Everyone Is Talking About MAU — and the Woman Driving Its Growth
MAU is having a moment, and Angela Harar is a big reason why. It’s also an amazing and increasingly massive event, which is exactly why this conversation matters. If you’re heading to MAU, or even thinking about it, this is the podcast to help you understand what’s changing, where the energy is…
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Your Favourite Game Character Just Got an AI Brain
What if your favorite gaming companion wasn’t human, but knew you better than any player ever could? What if the characters you grew up with could talk to you, remember you, and even build a relationship with you? That future isn’t far off. It’s already starting to take shape. In this episode, we...
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Beyond Performance: Why Ad Quality is Your Best Retention Strategy
I speak with Nastassia Hubarevich, Senior Ad Monetization Manager at Digitalchemy, to discuss the critical link between ad quality and user experience. Managing a portfolio of over 45 utility apps as a one-person team, Nastassia shares her firsthand experience on why ad quality is a product…
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Scaling Products Forces a Harder Question: What Do You Keep?
In this episode, I speak with Andrew Burrington, Senior Growth Leader at onX, and Andy Carvell, Co-Founder and CEO of Phiture, about what happens after the early growth wins and why scaling a product portfolio forces teams to rethink the playbook that got them there. This is Part 2 of a two-part...
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Qualifying Users: Why 90% of Your Growth Metrics Are Lying
In this episode, I speak with Andrew Burrington, Senior Growth Leader at onX, and Andy Carvell, Co-Founder and CEO of Phiture, about what sustainable growth really looks like when an app grows from 3 people to 500 and from one product to a portfolio. This is Part 1 of a two-part conversation…
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The Latino Audience Mistake Every Brand Makes
Brands still talk about Latino audiences as if they are a segment to target, rather than communities to understand. I recorded this conversation with Kirk Gimenez, Founder of Sizzle TV, at POSSIBLE last year, and I’m bringing it back now because it feels just as relevant as we head into POSSIBLE...
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Why Most Events Get It Wrong - and What POSSIBLE Gets Right
In this episode of MobileGroove, I’m speaking with Christian Muche, Global President and Co-Founder of POSSIBLE, about what it really takes to build something people want to be part of, not just attend. POSSIBLE is not trying to win on size. It’s winning on intention and impact.💥 Christian’s...
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A Single Bad Ad Wiped Out 20,000 DAUs — Here’s What Publishers Miss
One bad ad wiped out 20,000 daily active users in hours. Not because the product failed. Because the ad experience did. In this episode, I sit down with Ezgi Dogan, a well-known monetization consultant and former engineer who works with gaming and non-gaming publishers. She sees patterns most...
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The Chatvertising Shift No One Saw Coming
What if the front door to your brand wasn’t an app, a landing page or a form, but a conversation? In this MobileGroove episode, I spoke with Moritz Beck, founder and CEO of Memacon, about why chatvertising is emerging as one of the most critical shifts in marketing and why it’s already forcing...
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How LY Corp Is Turning Everyday Behavior Into Points, Games and Growth
What happens when a messaging platform stops thinking only about communication and starts thinking about currency? Recorded live at Think Apps: The Google App Summit in APAC in Vietnam, this MobileGroove episode features my conversation with Hiroaki Fujino, Content & Membership at LY Corp…
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The Monetization Mistake Every Indie Developer Makes
Building a great app is one thing. Turning it into a real business is another. Recorded live at Think Apps: The Google App Summit in APAC in Vietnam, this session brought together three industry insiders who have seen the app economy from very different angles and are not shy about saying what...
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How PAYBACK Is Bringing Gaming Into Loyalty — and Building Toward a Super App
Loyalty programs are usually built around transactions. PAYBACK believes they can also be built around behavior. In this episode of MobileGroove, recorded live at PGC London, I speak with Nico Winkelhaus, VP Digital Marketing at PAYBACK, about why Germany’s largest loyalty program expanded into...
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How Indie Developers Win in Fast-Growing App Markets
What does it really take for indie developers to win in fast-growing app markets? Recorded live at Think Apps: The Google App Summit in APAC in Vietnam, I sat down with Killol Buch, Director India at Google, to talk about how developers in markets like India and Vietnam are building apps that...
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Women Leading Mobile: Lessons in Voice, Power and Leadership Across Cultures
What does leadership really look like for women in mobile today, across cultures, markets and stages of growth? Recorded live at Think Apps: The Google App Summit in APAC in Vietnam, this MobileGroove episode brings together three senior women leaders to talk candidly about what it takes to lead,...
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The Case for Blocking Bad Ads at Global Scale
Rakuten Viber blocks around 2% of ads on purpose. At global scale, that is not a rounding error. It is a strategy. In this episode, we look at why one of the world’s largest messaging apps is willing to block demand in order to protect users, trust and long-term growth. I’m joined by Sebastian...
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Scaling Apps Without Sacrificing User Experience | CEO Trish Dang
Vulcan Labs has quietly built one of Vietnam’s most successful subscription app businesses, and now it is doing the same with AI. Recorded live at Think Apps: The Google App Summit in APAC in Vietnam, I spoke with Trish Dang, CEO of Vulcan Labs, about the hard part of modern app growth: scaling...
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Why Growth Is Now Everything to Everything
Growth isn’t platform-to-platform anymore. It’s everything to everything. In this episode of MobileGroove, I spoke with Barak Witkowski, Chief Product Officer at AppsFlyer, about how growth teams are operating in a world where users move fluidly across apps, web, CTV, retail and alternative app...
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Misreading SKAN Is Burning Budget. Here’s What to Do Instead
In this episode of the Full Funnel App Growth Series powered by Aarki, Peggy sits down with Rajeev Ranjan, VP of Product at Aarki, to demystify one of the most misunderstood topics in mobile marketing today: SKAN and privacy-first measurement. As data becomes delayed, aggregated, and harder to...
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The Hybrid Model That's Changing How Games Make Money Without Losing Players
Footnote: Immersive in-game ads is currently in closed beta and is only available for selected publishers Most publishers are still relying on the same old ad formats and experiences. That feels safe, but it leaves money, premium demand and player trust on the table. In this episode, we dig into...
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The Sugar Rush is Over - Here's What's Hurting Apps Now
For years, app and game growth felt like a sugar rush. Cheap installs, aggressive ads, quick wins. That era is over. Now we’re finally seeing hard data on what disruptive ad experiences really do to player retention – including how one bad ad can trigger instant churn and how repeat exposure can...
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Publishers Have More Power Over Ad Quality Than Anyone Realizes
Publishers are done being passive participants in their own monetization stacks.Recorded live at the Google App Summit in Dublin, this MobileGroove episode features two candid conversations with experienced publishers who are taking a clear, player-first stance on ad quality, trust and long-term...
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1 in 5 Players Quit After Bad Ads – Here's What Publishers Can Do
Publishers are facing some tough questions: why are there so many bad ads, who actually owns ad quality, and what can publishers do about it right now? In this candid backstage debrief, I’m joined by Božo Janković (Ad Monetization Consultant at GameBiz Consulting) right after we leave the main...
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The Ad Experience Nobody is Talking About
Bad ads don’t just annoy users – they quietly drain your growth. Intrusive, misleading or unsafe creatives push players to churn, wreck trust and make your monetization look worse than it really is. This episode is about how to stop that leak and turn ad breaks into a player-first experience...
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How Do You Grow an App With Less Data?
Growing an app has never been harder. Privacy limits are rising, signals are shrinking, and marketers are expected to deliver more with less. In this episode, Nicoline Strøm-Jensen from Adjust tells me how teams can still grow with confidence when the data gets thin. Nicoline is an Engineering...
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How Angry Birds 2 Hit Year-1 LTV in 3 Months
Rovio is showing the industry what’s possible when UA and re-engagement work together. In this new episode of the 2026 Full Funnel App Growth Series powered by Aarki, Peggy speaks with two of Rovio’s seasoned performance marketers, Martin Boccardi and Sinem Demiroz, to unpack how Angry Birds 2 is...
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How Did ROAS Jump from 30 to 100 in 28 Days?
What happens when you treat retargeting like a real growth channel—not just an experiment? For Aleyna Cerrah, UA Manager at APPS, the result was a jump from 30% to 100% ROAS in just 28 days—powered by a creative-first strategy and close collaboration with Aarki. In this MobileGroove episode...
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Play with Purpose: Can Games Change the World?
Can a video game treat depression? Teach democracy? Help us remember history? In this special MobileGroove episode, we meet the creators who believe games can do all this — and more. Recorded at the POSSIBLE conference, Play with Purpose brings together three powerful conversations with game...
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$14M Raised. 50K Fans. One Game.
What happens when your audience becomes your investors—and your co-creators? In this episode of MobileGroove, recorded live at Gamescom, host Peggy Anne Salz talks with Dan Francis and Shem Selah of Fateless Games, the studio behind the upcoming game Godforge. It’s a deep dive into a...
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Not Just Play: The Serious Business of Gaming Strategy
Gaming is no longer a niche — it’s where culture, identity, and consumer attention all converge. In this MobileGroove x Gamescom special, Peggy Anne Salz sits down with Bastian Bergmann (COO of Solsten and author of Press Play) and Erika Wykes-Sneyd (Adidas, PlayStation) to explore how brands can...
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More than ROAS: Redefining Success in Rewarded UA
Rewarded ads are evolving—and return on ad spend is just the beginning. In this episode of MobileGroove, host Peggy Anne Salz sits down with David Ruggiero from TyrAds to explore a more holistic approach to rewarded user acquisition—one that blends personalization, timing, and real user…
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The Offerwall Comback: How Xsolla is Powering the Next Gaming Boom
Offerwalls are back—and this time, they’re not just for whales. 🎯In this episode, recorded live at Gamescom, Travis Anderson, VP of Global Publisher Partnerships at Xsolla, breaks down why offerwalls are experiencing a resurgence—and how they’re evolving into something much bigger: a unified...
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Beyond Ads: The Real Strategy for Brands in Games
From toothpaste to purple hair dye, brands are showing up inside games—and players are loving it.In this live episode from Gamescom, Sarah Chafer, SVP of Global Ad Sales at Xsolla, joins Peggy Anne Salz to explain why brand-formance is the future, how offerwalls are leveling up, and what makes a...
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The Post-ATT Playbook: Geeklab’s Fix for Broken Attribution
Attribution is broken. Trust in the data is shaky. And most publishers are still leaning too hard on a single channel. But Geeklab is changing the game. In this episode recorded live at Gamescom, we sit down with Jani Torppa and Jesse Lempiäinen, the minds behind Geeklab, to unpack what’s really...
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Thomas Hopkins on Why Creative Fails—And How to Fix It
Everyone’s talking about growth. Thomas Hopkins is diagnosing it. In this episode, the Head of Growth at GrowthOps unpacks why attribution is broken, why your creative probably isn’t working, and how to rewire your funnel around perception—not just awareness. 🎯 The three types of awareness (and...
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Fred Dimesa: How Arity Turns 2 Trillion Miles of Driving Data into Retail Insights
What if your car could tell brands how to help you without giving up your privacy?Fred Dimesa, Head of Product for Marketing Solutions at Arity, joins host Peggy Anne Salz live at POSSIBLE in the Podcast Corner to show how mobility data has evolved from crude geofences and last-click coupons to...
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Itamar Benedy: How Anzu Opens Games to New Ad Revenue and Net New Audiences
Why are more brands and agencies giving gaming a bigger seat at the table, and why might the next wave of premium advertising just be inside your favorite game? These are the questions Itamar Benedy, CEO and co-founder of Anzu, and host Peggy Anne Salz explore in a conversation recorded live at...
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Michael Vito Valentino: How NowThis Attracted 500K Followers With 90-Second Stories
Can you create binge-worthy IP in 90 seconds or less? Michael Vito Valentino, Editor-In-Chief at NowThis, says yes. And the proof is in the numbers. In just three months, Are You OK? attracted 500,000 net new followers and now averages up to 1.5 million views per episode. The secret? A formula...
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ABOUT THIS SHOW
MobileGroove brought to you by author, analyst and content marketing strategist Peggy Anne Salz, founder and owner of MobileGroove Media.Spotlighting the companies and cool people at the intersection of content, community and commerce. Connecting the dots in the Now to frame the future.MobileGroove: https://mobilegroove.com/
HOSTED BY
Peggy Anne Salz
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Frequently Asked Questions
How many episodes does MobileGroove have?
MobileGroove currently has 154 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is MobileGroove about?
MobileGroove brought to you by author, analyst and content marketing strategist Peggy Anne Salz, founder and owner of MobileGroove Media.Spotlighting the companies and cool people at the intersection of content, community and commerce. Connecting the dots in the Now to frame the...
How often does MobileGroove release new episodes?
MobileGroove publishes regularly with 154 episodes available. Check the episode list for the typical release schedule.
Where can I listen to MobileGroove?
You can listen to MobileGroove on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts MobileGroove?
MobileGroove is created and hosted by Peggy Anne Salz.
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