Attributed

The playable production playbook: Tips for creatives and UA leads

Mobile marketing enthusiast and UA consultant — Tue, 19 May 2026 13:31:27 GMT

Creating a successful playable ad requires cross-disciplinary thinking: you need marketing strategy, game design sense, and technical execution.

In this second part of my series on playable ads, I move from theory to execution. You’ll get practical advice on how to brief, build, test, and optimize playables — plus visual examples, tool recommendations, and tips for both UA managers and creative teams.

Last-click is dead. Now what?

A podcast exploring the ever-changing contours of martech — Fri, 24 Apr 2026 13:23:10 GMT

Last-click attribution used to offer a straightforward glimpse into campaign performance. But that’s changing: privacy updates, signal loss, fragmented identities, and stricter consent have forced us all to redefine what value truly means and how it gets measured.

No, a headline tweak won’t fix your differentiation problem

Founder of Lion Words consultancy — Fri, 24 Apr 2026 13:23:04 GMT

Every few weeks, a founder or marketer lands in my inbox with the same request: “Can you help us stand out?” The market is crowded. Everyone looks and sounds the same. They want to be memorable. So, sure enough, they turn to their copy because that must be where the issue lies.

Why playable ads rule UA: Trends, formats & winning concepts

Mobile marketing enthusiast and UA consultant — Fri, 24 Apr 2026 13:22:57 GMT

Playable ads aren’t just a trend — they’re one of the most powerful creative formats in user acquisition today. In this first part, I’ll break down why they work, what’s driving their popularity, and which formats are leading the pack.

Are we entering the second round of mediation wars?

Co-founder of X3M — Thu, 23 Oct 2025 13:53:50 GMT

The mediation business was launched as a solution for studios. Too many networks managed directly (especially in an ecosystem dominated by waterfall) was a hassle, so mediation appeared as a fairly seamless way to manage these integrations and how they interact with advertising inventory.

Superapps... Are they that super? My take on the Asian market

Senior Growth Manager at MoMo — Tue, 21 Oct 2025 21:15:00 GMT

You’ll probably see my short bio somewhere above, but just to help you decide whether you can trust me, let me share a few words about myself. Just a few, pinky promise.

How to be personal without being creepy? The two sides of AI personalization

MMA Mena Regional Director — Mon, 20 Oct 2025 12:33:16 GMT

It’s the kind of uncanny moment we’ve all experienced: you’re talking about a new product or planning a trip, and suddenly your feed is filled with super relevant recommendations. The modern digital world is shaped by personalization — and while it can feel like magic or a time-saver, it often borders on the intrusive.