Years of privacy shifts forced mobile marketers into a reactive cycle. But growth now demands mobile-native strategy and creative, not web leftovers. The old script is dead, and the rewrite starts with mobile-first thinking.
Steve Massaro is the Senior Director of Global Agency Partnerships at Edge226, a DSP specializing in app and game growth through programmatic and CTV. He believes creative, data, and AI must work in sync to break the cycle of mobile’s reactive strategy.
Creative grows up: “When it comes to app creative, we need to grow up and stop thinking repurposed web assets will cut it for an app install campaign,” says Massaro. “Users are savvy—you have to show the app’s value from the very first impression. Mobile strategy, especially tactically, needs to be different.” Creative is a core differentiator for agencies driving real growth. “Users are very attuned to what’s being shown to them, and their attention is what we’re trying to gather,” Massaro says. “Agencies that build value-focused app creatives with their brands won’t just acquire users, they’ll help retain them.”
Beyond the QR code: “Using a lifestyle video on CTV that doesn’t even show the app, just a QR code, is a common mistake,” Massaro says. Instead of vague, brand-heavy assets, creative should be grounded in what actually performs—and that’s where AI comes in.
AI offers a powerful solution for scaling what works. “As we see a campaign run, you’re going to know which concepts are resonating with which audiences. AI is a really great tool to be able to capitalize on the winners,” Massaro explains. “For e-commerce apps with hundreds of products, AI gives creatives a scalable, thoughtful way to showcase what matters.” His advice? “Don’t be afraid of AI—make it your tool.”
See the whole picture: Understanding mobile data—and how it differs from web—is another key differentiator. “Agencies who take the time to educate themselves about how mobile data, especially in a post-iOS 14 world, differs from what you’re seeing on web is extremely important,” says Massaro. That means partnering closely with mobile measurement providers to ensure data is accurate, properly tagged, and actionable. Just as important: placing mobile performance in the context of a broader multichannel strategy. “More than likely, we’re outperforming what they’re doing on web or out-of-home in terms of driving revenue and value,” Massaro says. “It’s good for everyone to know where you should be shifting budget.”
Data denial: Despite progress elsewhere, Massaro is still having the same conversation with major brands. “It’s surprising that we’re still talking to Fortune 500 brands about the need to collect first-party data in a compliant way,” he says. The hesitation goes back to iOS 14. “A lot of brands went completely in the opposite direction and didn’t want to collect anything. I think we’re starting to come back to realizing that there is a consensual way to collect and activate that data,” says Massaro. And that shift matters—because first-party data is foundational for effective targeting and engagement on mobile.
AI, not autopilot: Beyond creative optimization, how should agencies think about AI’s broader role? For Massaro, it comes down to positioning. “As a managed partner, both on the DSP and on the CTV side, I think it’s all about how you position that conversation,” he says. “Our optimizations have AI at the core.” He sees AI as an opportunity—not a threat—for agencies that know where they shine. “Agencies who know their strengths outside of mobile are really seeing the benefit in partnering with us—and probably other mobile players—who are using AI to drive growth and performance,” says Massaro.
And while AI delivers efficiency, agencies still hold the most valuable asset: deep client knowledge. “They know their clients better than we ever will,” Massaro says. “They’re the AOR. The agencies working hand-in-hand with us—not just setting it and forgetting it—are the ones taking full advantage.”
Ahead of the curve: Agency strategy isn’t one-size-fits-all—and OS focus plays a big role. “In much of Latin America and APAC, it’s Android-heavy, so the tools and strategies are a bit different than in the U.S. and EMEA, where iOS dominates and we’ve been focusing on activating, optimizing and reporting successfully in a privacy centric way,” Massaro explains.
Still, the most successful agencies around the world share one trait: they stay ahead of the curve. “The agencies doing the best job are the ones thinking ahead—spotting emerging solutions their clients aren’t using yet and bringing those ideas to the table,” he says. “They’re saying, ‘This is someone you should think about investing in—it’s solving a problem we don’t have a fix for yet.'”
