On this week's episode of the podcast, I am joined by Felix The, SVP of Product and Engineering - Advertising at Unity, to discuss the inner workings of Unity's Vector product and the strategic integration of engine-level data into the advertising ecosystem. We explore how Unity is rebuilding its machine learning infrastructure to provide more granular predictions and better performance for mobile gaming advertisers. Among other things, we discuss:

• How the integration of real-time game engine signals can improve user acquisition performance for mobile game advertisers
• Why the shift toward massive unified models represents a fundamental departure from the traditional fragmented approach to machine learning
• Whether the use of runtime data provides a decisive competitive advantage over traditional software development kit signals for predictive modeling
• What the transition from manual creative production to generative exploration means for the long-term sustainability of performance marketing budgets
• If the ability to test core gameplay loops through playables before full development can significantly reduce traditional soft launch risk
• How personalized creative units tailored to micro-cohorts will solve the persistent challenge of declining engagement in broad audience targeting

Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

• ⁠⁠⁠⁠INCRMNTAL⁠⁠⁠. True attribution measures incrementality, always on.
• Xsolla⁠. With the Xsolla Web Shop, you can create a direct storefront, cut fees down to as low as 5%, and keep players engaged with bundles, rewards, and analytics.
• ⁠Branch⁠. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming back
• Voyantis. Voyantis uses predictive AI to transform customer value into high-impact signals that boost ROAS across Google, Meta, and more.

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