Can you share your initial experience when you joined Adjust and how the company has evolved over the decade?
When I joined Adjust ten years ago, I moved from France to Berlin as one of the company’s first employees, working as an Integrations Engineer. Since then, Adjust has grown tremendously. I’ve worked in various roles, including Head of Solutions and Integrations, VP of Support, and Chief Customer Officer, with each providing me with unique insights and perspectives into our business and clients. Now, as CEO, I lead a team dedicated to continuous innovation, helping clients make informed decisions for their apps. Adjust has evolved into a leading player, expanding beyond mobile to include web, connected TV (CTV), and PC & Console.
Adjust has spent the last few years developing a suite of next-generation solutions enabling marketing teams to be more agile and responsive to changes in the market – such as user privacy.
– In April, we introduced a machine learning- and AI-powered incrementality analytics solution called InSight to help marketers measure the impact of their marketing efforts on specific key performance indicators (KPIs), such as installs or in-app purchases (IAPs), compared to baseline, organic performance.
– We’re also developing a media mix modeling (MMM) solution, giving marketers a holistic view of all of their marketing channels in use, the amount of ad spend going into each channel, and previous campaign results.
Given your extensive experience in the industry, what do you think are the biggest trends and challenges today in mobile marketing?
One of the biggest challenges today is privacy—navigating aggregated and delayed data while mastering multiple privacy-compliant measurement frameworks. Consumers expect content and offer tailored to their preferences and behaviors, which demands sophisticated data analysis and segmentation. The challenge is balancing personalized user experiences with privacy concerns.
Innovations like artificial intelligence (AI) and machine learning (ML) are transforming how marketers analyze data and automate campaigns, increasing efficiency and delivering more value.
Finally, omnichannel marketing is reshaping the mobile marketing landscape. Consumers now interact with brands across multiple channels—from mobile to CTV to PC and console—so delivering a seamless, cohesive experience requires robust cross-channel integration and tracking capabilities.
How do you see the gaming and live streaming sectors evolving and what opportunities does it present for Adjust?
The gaming and live streaming sectors are evolving due to technological advancements, changing consumer behaviors, and the growing popularity of interactive and immersive entertainment. Gaming analytics offer valuable insights into player behavior, preferences, and spending habits, which can enhance user experiences and uncover new opportunities.
Adjust doesn’t just respond to industry changes; it anticipates them. By incorporating incrementality testing and media mix modeling into our services, Adjust provides gaming marketers with privacy-driven, future-proof tools for strategic decision-making.
As the advertising landscape shifts from traditional linear TV to CTV and streaming, our CTV measurement solution, CTVAdVision—the industry’s first—has become crucial in marketing strategies. This platform allows advertisers to leverage CTV’s advantages, such as targeted advertising, enhanced measurability, and programmatic ad purchases.
During the next decade, the mobile app market is expected to reach $288 billion in consumer spending. How do you plan to leverage this projected growth to benefit Adjust and its clients?
Adjust helps marketers grow and scale their apps across digital platforms with measurement tools, reporting, and insights that boost engagement, improve ROI, and guide better decision-making. The global rise in smartphone and digital service adoption presents a unique opportunity for Adjust to help brands optimize their marketing—whether by driving traffic, encouraging app installs, or understanding user behavior.
We continue to invest in ML and AI to enhance our products, making recommendations that help marketers become more efficient and effective. In recent years, we’ve developed next-gen solutions that make marketing teams more agile and responsive. With smarter analytics, marketers can confidently execute strategies and allocate budgets.
Adjust has also introduced advanced, privacy-compliant tools leveraging AI to optimize campaigns and budgets. Can you elaborate on how marketers can leverage them to optimize their strategies?
a. Going back to Adjust’s InSight, by comparing the results of a marketing effort to an advanced ML model, we can measure outcomes with high precision. As a result, marketers can precisely measure outcomes, quickly detect organic cannibalization, and gain actionable insights for impactful campaign optimization.
b. Previously, marketers needed big budgets plus big data to then wait for months before they received insights. Thanks to our technology, we can now provide measurement results in 5 minutes or less. This empowers marketers to quickly obtain insights directly from the dashboard, allowing data science teams to focus on other strategic tasks and projects.
c. To share a success story from one of our customers, Sleep Cycle used Adjust’s InSight analysis to evaluate the impact of their marketing activities. The analysis helped them decide which efforts to continue or discontinue based on incremental value as below:
