The lines between CTV, mobile, social, and gaming have officially blurred. But as platforms converge, measurement is falling apart.
In this episode of The Incremental Marketer, Andrew Wohlwend (Head of Operations, Xsolla Ads) explains how marketers can find signal in the chaos—and rebuild attribution that actually works.
We dig into why “mobile vs. gaming vs. CTV vs. social” is the wrong starting point, how accidental or low-intent clicks inflate results (and what to measure instead), and practical frameworks for deduping audiences, weighting the journey, and setting realistic learning cycles.
If you’re wrestling with walled gardens, overlapping audiences, or click metrics that don’t tell the truth—this one’s for you.
CHAPTERS
00:00 The Wild West of Mobile and Gaming Advertising 03:12 Andrew Wolin's Journey in Ad Tech
05:56 Understanding Xsolla Ads and Its Ecosystem
09:04 Navigating Blurred Lines in Advertising
11:59 The Click-Through Rate Debate
14:48 Channel Planning and Audience Targeting
18:11 Building a Better Attribution Model
20:59 Tools for Measurement in Mobile Advertising
24:01 Enabling Marketers for Future Success
27:01 The Future of AI in Advertising
CONTACT ANDREW
https://www.linkedin.com/in/andrew-wohlwend-2b5882b/
Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.
If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.
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