Is the relentless pursuit of measurable ROAS fundamentally at odds with building long-term customer trust in a privacy-first world?

Agility requires marketers to move beyond legacy attribution models and embrace a more dynamic approach to measurement and monetization. This is especially true in the rapidly evolving mobile ecosystem, where the rules of engagement are constantly being rewritten.

Today, we're going to talk about the new playbook for performance marketing in the mobile app ecosystem. We'll explore how to drive growth and measure return on ad spend in an environment defined by signal loss, look at the innovative ad formats that are capturing user attention, and discuss the role of AI in balancing automation with creative effectiveness.

To help me discuss this topic, I'd like to welcome, Phoena Pang, Vice President of Sales and Global Partnerships at Mintegral.

About Phoena Pang

Phoena Pang is the Vice President of Sales and Global Partnerships at Mintegral, a leading global mobile advertising platform. Based in the US, Phoena brings deep expertise in mobile advertising, strategic partnerships, and business development to drive Mintegral’s go-to-market growth and operational excellence across global markets. Phoena has held senior roles at top-tier technology companies including Google, Moloco, Vungle, and Chartboost. At Moloco, she led product go-to-market strategy and partnerships for mobile performance marketing. During her time at Google, she served as Global Product Lead and Strategic Partner Lead, where she spearheaded global gaming ads solutions and scaled high-impact partnerships worldwide. At Mintegral, Phoena focuses on optimizing operational performance and cultivating strong, strategic partnerships with advertisers and publishers, reinforcing Mintegral’s leadership in programmatic mobile advertising solutions.

Phoena Pang on LinkedIn: https://www.linkedin.com/in/phpang/

---------- Resources ----------

Mintegral: https://www.mintegral.com

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