Mobile User Acquisition: Programmatic Strategies with Mobrand
- As summer draws to a close, we're sharing a recent App Talk interview from App Promotion Summit London 2025, featuring Rui Mateus, CTO of Mobrand.
- Rui mateus expertly outlines the current state of programmatic,emphasizing the critical need for control,transparency,and a performance-based approach.
- One of the central themes of the interview is the importance of regaining control over programmatic campaigns.
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Programmatic User Acquisition: Insights from Mobrand’s CTO rui Mateus
Table of Contents
As summer draws to a close, we’re sharing a recent blank” rel=”noopener nofollow external”>App Promotion Summit London 2025, featuring Rui Mateus, CTO of Mobrand. This conversation dives deep into the evolving landscape of programmatic advertising for mobile apps.
Rui mateus expertly outlines the current state of programmatic,emphasizing the critical need for control,transparency,and a performance-based approach. The discussion covers scaling strategies, rebranding considerations, the persistent challenges of ad fraud, and the increasingly crucial role of Artificial Intelligence in optimizing programmatic campaigns.
key Takeaways from the Interview
- Control and transparency in programmatic advertising.
- The benefits of a performance-based model.
- Strategies for scaling and rebranding within programmatic.
- Addressing and mitigating ad fraud.
- The impact of AI on programmatic campaign optimization.
The Need for Control and Transparency
One of the central themes of the interview is the importance of regaining control over programmatic campaigns. Historically, programmatic has been criticized for its “black box” nature, making it difficult for advertisers to understand where their ad spend is going and how decisions are being made. Rui Mateus argues that advertisers need greater visibility into the bidding process and the quality of the inventory they are purchasing.
Performance-Based Models & Scaling
Mobrand advocates for a performance-based model,where advertisers only pay for valuable actions,such as installs,registrations,or in-app purchases. This shifts the risk from the advertiser to the ad network and incentivizes the network to deliver high-quality users. Scaling programmatic campaigns effectively requires a data-driven approach, constantly analyzing performance and optimizing bids.
Ad Fraud: A Persistent Challenge
Ad fraud remains