by Singular
Growth Masterminds is smart user acquisition and mobile growth pros sharing their best insights on UA, retention, mobile measurement, privacy, mobile marketing data, and much more. Hosted by John Koetsier, we chat with brands like IMVU, DraftKings, and Mixtiles. We interrogate ad networks like Fyber, Kidoz, AppLike, Vungle, Bluestacks, and more. And we feature global experts like Eric Seufert and Jayne Peressini. Along the way, we hit topics like pLTV, creative optimization, incrementality, granularity, fraud, privacy, success in China ... and much, much more.
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🇺🇲
Publishing Since
11/21/2019
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April 29, 2025
<p>What are the best ad networks in the world? Where can you get the best ROI and the most ROAS? The Singular ROI Index is the longest-running global ROI report, and we've just released a new version for 2025 with all the answers.</p><p><br></p><p>In this solo episode of Growth Masterminds, host John Koetsier delves into the recently released Singular ROI Index for 2025. He highlights the extensive data behind the report, which includes trillions of ad impressions and billions of app installs. </p><p><br></p><p>John introduces new features such as the Singular ROI Quadrant and the separation of scaled versus growth ad partners. He also provides specific insights into regional ad networks and the rising trend of incentivized ad networks. </p><p><br></p><p>Additionally, he touches on the surprising resilience of X (formerly Twitter) in niche markets and the competition between industry giants like AppLovin and Moloco. This episode is packed with valuable information for marketers looking to optimize their ad spend and discover new high-performing networks.</p><p><br></p><p>00:00 Introduction to Growth Masterminds</p><p>00:56 Breaking Down Ad Networks</p><p>01:39 New Features in the ROI Index</p><p>02:34 Exploring the Singular ROI Quadrant</p><p>04:41 Regional Insights and Top Ad Networks</p><p>06:15 The Golden Nine and Apple Ads</p><p>07:24 Incentivized and Rewarded Ad Networks</p><p>08:18 Reddit's Advertising Potential</p><p>09:18 Twitter's Transition to X</p><p>10:11 AppLovin vs. Moloco</p><p>11:28 Conclusion and Final Thoughts</p>
April 22, 2025
<p>Mobile attribution is getting better than ever before. And that's in spite of it becoming more and more complex.</p><p><br></p><p>There's so many measurement methodologies. Advanced SAN. AEM. Advanced AEM. Unified Measurement. SKAN. AAK. Privacy Sandbox. GAID. IDFA. Probabilistic. Modeled.</p><p><br></p><p>You name it, there's MORE of everything.</p><p><br></p><p>But in spite of all that, mobile attribution is getting better. Way better. And maybe, it's actually BECAUSE of all that. And the great news: it's also getting EASIER.</p><p><br></p><p>Makes sense? </p><p>Insane?</p><p>Impossible?</p><p><br></p><p>Check out this convo in Growth Masterminds between John Koetsier and Singular CTO Eran Friedman</p><p><br></p><p>🎧 Podcast Summary: The Future of Mobile Attribution & Measurement (2025)</p><p><br></p><p><br></p><p>🔍 Main Themes & Insights</p><p> • Shift from deterministic to modeled measurement due to privacy regulations like ATT, SKAN, and Privacy Sandbox.</p><p> • Major ad networks now offer advanced attribution solutions:</p><p> • Meta AEM & Advanced AEM: Modeled iOS conversions now shared with MMPs for deduplication and unified reporting.</p><p> • Google Ads: Long-standing conversion modeling now trending toward MMP integrations.</p><p> • TikTok Advanced SAN: Dual strategy with deterministic IDFA and shared touchpoints for probabilistic attribution.</p><p> • Snap Advanced Conversion & Advanced SAN: Combines modeled, deterministic, and shared touchpoint data.</p><p><br></p><p>🧠 Singular’s Role: Unified Measurement</p><p> • Singular aggregates and deduplicates data across all ad networks.</p><p> • Offers user-level attribution wherever possible, even post-ATT.</p><p> • Enables side-by-side comparison of SKAN, partner-reported, and Singular-attributed data.</p><p> • Allows auditing and troubleshooting—e.g., identifying gaps in advanced integration coverage.</p><p><br></p><p>📊 Emerging Technologies & Trends</p><p> • On-device measurement (ODM) is growing—especially on Android via Google Play Referrer, Meta Referrer.</p><p> • OEM app stores may bring iOS-style measurement to Android (e.g., Huawei, Samsung via Mobi, etc.).</p><p> • Apple Search Ads adds view-through attribution to deterministic model—now exposed via MMPs.</p><p><br></p><p>📈 Advanced Strategies for Big Spenders</p><p> • Incrementality testing (geo-lift, holdout, MMM) is increasingly important to assess true ROI.</p><p> • Especially useful in Apple Search Ads, where cannibalization of organic installs is a key concern.</p><p><br></p><p>✅ Key Takeaways</p><p> • Measurement is more complex than ever—but also more actionable.</p><p> • Marketers can now customize their complexity level: from simple unified views to advanced auditing.</p><p> • The future looks optimistic: more transparency, better deduplication, and increasingly complete attribution.</p><p><br></p><p>00:00 Introduction and Optimism in Marketing</p><p>00:50 The Evolution of Mobile Attribution</p><p>01:31 Deep Dive into Attribution Data</p><p>03:04 Meta's Advanced Attribution Solutions</p><p>06:16 Google's Ad Conversion Modeling</p><p>08:34 TikTok's Advanced SAN Integration</p><p>11:09 Snap's Advanced Conversion and SAN</p><p>15:17 Apple's Deterministic Attribution</p><p>18:59 Other Ad Partners and Modeling</p><p>25:05 Singular's Unified Measurement Approach</p><p>32:53 Incrementality Testing and Advanced Strategies</p><p>35:47 Conclusion and Future of Measurement</p>
April 17, 2025
<p>How good is UGC in AI-generated videos? We're seeing a lot more of it in ads, but does user-generated content work for video? Does it look super-fake? </p><p><br></p><p>Most importantly, does AI-generated UGC work: generate clicks & conversions?</p><p><br></p><p>Join John Koetsier on this episode of Growth Masterminds as he discusses the effectiveness of AI-generated user-generated content (UGC) with Alexei Chemenda, CEO of Poolday AI. </p><p><br></p><p>They explore the evolution and current state of AI UGC, its performance, common pitfalls, and the importance of testing different creative elements. </p><p><br></p><p>Hear insights on how variations in the hook, actor, gameplay, editing style, and music can significantly impact ad performance. Alexei shares real-world examples and emphasizes that, while UGC is a powerful tool, achieving high-performance results requires diligent effort and strategic testing. </p><p><br></p><p>This episode is a must-listen for growth marketers looking to leverage AI in their marketing mix.</p><p><br></p><p>00:00 Introduction and Background</p><p>00:42 Meet Alexei Chemenda: CEO of Poolday</p><p>02:28 The Power of Curiosity in Marketing</p><p>03:00 Generative AI for UGC: An Overview</p><p>05:29 Testing and Iteration in AI UGC</p><p>07:23 Success Stories and Best Practices</p><p>11:46 Who Benefits Most from AI UGC?</p><p>13:54 Creating Effective AI UGC Ads</p><p>21:58 The Future of Personalized Advertising</p><p>24:32 Ethics and Tagging in AI UGC</p><p>27:14 Final Thoughts and Key Takeaways</p>
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