While mobile app user acquisition is a massive $90 billion market—three times the size of the entire CTV industry—many brands still lack a dedicated app strategy. In this video, we sit down with Itai Cohen, Chief Strategy Officer of Digital Turbine at the POSSIBLE conference to discuss the evolving mobile ecosystem. Discover how Large Language Models (LLMs) are driving users toward app properties, why apps offer a more premium environment for advertisers than the open web, and how brands can tap into this massive, underutilized supply path to reach highly engaged audiences.

Chapters

00:00 – The Connector of the Mobile Ecosystem

02:33 – Evolution of Gaming and AI in Mobile Media

04:02 – How LLMs are Shifting Traffic from Web to Apps

05:18 – The Strategic Layer: Nuances of App Advertising

10:01 – Bridging the Language Gap Between Brands and Developers

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