In this interview, recorded live at POSSIBLE 2026, I caught up with Matt Conlin, Chief Customer Officer & Founder from Fluent discusses the rapid evolution of commerce media and its significant impact on the mobile gaming industry. With traditional advertising platforms reaching points of diminishing returns, brands and retailers are increasingly turning into ad businesses themselves, leveraging rich first-party data and high-intent audiences. Discover why gaming is becoming a "strategic vertical" for major retailers and how post-transaction commerce moments are delivering 5x higher long-term value (LTV) compared to traditional user acquisition channels.

Chapters

00:00 - The Yacht Fire Incident

02:04 - The Rise of Commerce Media

04:30 - Solving the Fragmentation Problem

06:45 - Diversifying Beyond Google and Meta

08:39 - The New Gamer Demographic

11:41 - 5x Better Performance Metrics

A deep dive into how commerce channels are driving significantly higher retention and progression compared to traditional UA channels.

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