Apple’s SKAdNetwork has accelerated 10 years worth of CPM growth in just a year, according to our guest, Giulia Porter, VP of Marketing at RoboKiller.

In this episode, we dig into what that means, how marketing a utility is different from marketing a game, and a new approach to both channels and attribution in the age of privacy. Plus, hosts John Koetsier and Peggy Anne Salz chat with Giulia about the TikTok video on her app that got 20 million views, kickstarted a huge number of app installs, and that they didn’t even know about until they saw the avalanche of new users.

Timestamps

0:00 Voice spam utility

2:40 Marketing a utility vs a game or fintech app

4:45 Growth tactics in the age of SKAN

8:55 A mobile approach to more traditional methods of advertising

12:54 Uncomplicating mobile attribution

17:32 Going viral on TikTok

23:34 Focus on first party data

24:59 Least censored opinion about mobile marketing