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Brian Balfour

VP Growth @ HubSpot

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Founding Partners @ 500 Startups

"They produce easily some of the most useful events. If you have never been, you MUST attend."

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"I've known the team behind for more than 10 years. They deliver what others only claim: action-oriented information, access to people who know what they are doing, and an industry-first approach." Events

Mobile Apps Unlocked 2016

Mobile Apps Unlocked (MAU) is’s flagship mobile summit, a two day acquisition and retention retreat that brings together a powerhouse group of professionals who not only have deep experience in mobile growth marketing, but share compelling, actionable content both on and off the stage. In this, our third year, we are excited to build on the growth of our community and bring you a lineup of excellent speakers, attendees and sponsors.

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Mobile Apps Unlocked 2016 // New York City

For the past three years, has brought together together the leaders in mobile acquisition and retention for Mobile Apps Unlocked—a two day summit in Las Vegas where we share awesome content and actionable insights that can help you accelerate your mobile growth.

Thanks to the incredible response and growth in attendance, we're adding two new MAU events for 2016 in New York and San Francisco!

The team is hard at work developing a ton of fresh content and preparing a lineup of speakers, attendees and sponsors that you can't miss. Whether you're a marketer or potential vendor, join our waitlist early for access to amazing early-bird deals before tickets become available to the general public.

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September 30, 2015

Issue 58

Mobile Apps

Google Finally Introduces Customer Match, Their Answer To Custom Audiences

The big news this week is that Google has finally introduced Customer Match-which functions in exactly the same way as Facebook’s Custom Audiences and works across Search, YouTube and Gmail. They also announced that Universal App Campaigns are now available to all advertisers, and they added an additional in-display placement for Trueview for app promotion campaigns.


Facebook Introduces Video To The Carousel Format

FB released a slew of “brand marketing” features this week, most of which are useless for anyone that actually measures performance. The one notable announcement is they are adding video to the carousel ad format.


Product & Design

Survey: Not All Millennials Are Hooked On Social Media

Jonathan Sills, an EIR at Battery Ventures, produced this study that looked at social media usage amongst millennials. The biggest takeaway for me was his third bullet-where he found that amongst older millennials (ages 26-35) 50-75% reported not using Snapchat and over 40% reported not using Instagram.

The Psychology Behind Why Site/App Performance Matters

This is a very high level post, but it is pretty interesting if app performance is an issue you are actively dealing with on a day-to-day basis.

Free Newsletter Spam/Delivery Testing Tool

I’ve been dealing with annoying delivery issues with this newsletter of late. This tool has been quite helpful as I’ve worked through those problems, and I highly recommend it.


Bloomberg On Fake Traffic Schemes And Media Arbitrage

This is a really well researched and very readable long-form post on click fraud and bot traffic. The author ends up zeroing in on a few content arb sites ( & as well as a large, pop-under centric network called As with almost every single article written about bot traffic, in this article someone from Kellogg’s (the cereal company) is interviewed and claims that by internalizing their display media they were able to reduce the amount of bot traffic they were buying by 50% and that they saw a “significant jump in ROI”… which I’d love to see how they measure.

Morgan Stanley: For Top 50 US Pubs, Mobile Web Audiences Are Bigger Than App Audiences And Are Growing Faster

This Marketing Land post summarizes a note from Morgan Stanley in which they took a closer look at comScore’s recent Mobile App Report. They compared the traffic of the top 50 mobile web properties to their app traffic and found that for the vast majority mobile web was bigger (2x on average) and was growing at a faster rate than app traffic.

Issue 57

September 23, 2015