James Dickins, Team Lead of Technical Support at Gamelight, joins Taylor Lobdell to discuss how rewarded UA and behavioral targeting shape user acquisition in 2025’s privacy-first landscape. From the company’s laser-eyed cat mascot to the mechanics of lookalike models, James explains how his team balances precision with ethics and how algorithms are trained on aggregated behavior data. He also discusses creative testing and when human intuition should override machine logic. He breaks down the real limits of automation, why model decay demands constant retraining, and how to build campaigns that adapt as fast as user behavior changes.