How AppLovin is fueling the boom in incentivized ad networks
What is going on in the rewarded ad space? Why is it exploding? Well, in an odd way, it's AppLovin's fault. In this episode of Growth Masterminds, host John Koetsier chats with adtech OG Paul Bowen, Chief Revenue Officer at Stream Elements. They discuss the current state and future of the ad tech industry, focusing on the resurgence of rewarded and incentivized ad spaces, the implications of industry consolidation, and the impacts of AI and data analytics on user acquisition. Paul shares deep insights from his extensive career at companies like Unity, TapJoy, and Liftoff, providing a comprehensive overview of the key trends shaping ad tech today and looking ahead to 2025. Whether you're a growth marketer or ad tech enthusiast, this episode is packed with valuable information and forward-thinking perspectives. Link to Paul's list of companies in the rewarded space: https://docs.google.com/spreadsheets/d/1LaVUk8cNHsHNJndKuKyf6Ncpjc05Tc-TR9MmY5q9mkI/edit?gid=0#gid=0 00:00 Introduction to Adtech and Rewarded Ads 01:18 Building a Database of Incentivized Ad Platforms 02:54 The Evolution of Rewarded Ads 07:12 StreamElements: Tools for Twitch Streamers 09:35 The Resurgence of Rewarded Ads 16:14 Challenges and Opportunities in the Gift Card Reward Space 22:02 Expanding User Acquisition Beyond Gaming 22:35 AppLovin's Success in Mobile Ad Tech 27:32 The Role of AI in Mobile Advertising 35:21 Challenges and Innovations in Measurement 38:28 Concluding Thoughts on Ad Tech