For years, app and game growth felt like a sugar rush. Cheap installs, aggressive ads, quick wins. That era is over. Now we’re finally seeing hard data on what disruptive ad experiences really do to player retention – including how one bad ad can trigger instant churn and how repeat exposure can burn through half your audience.In this episode, I’m joined by Alexis de Charentenay, Director for EMEA App and Gaming at Google, live from the Google App Summit in Dublin. Alexis explains why he believes we’re in a post–sugar rush phase, what new ad quality data is revealing about user behavior and how AI inside Google’s stack is helping filter out the junk so publishers can protect players and performance.This conversation is part of PlayerFirst Perspectives, a MobileGroove mini-series powered by AppHarbr. It’s all about fixing ad quality and building ad policies that keep users in your app or game so you can enforce what you believe is right for your players.👉 Join the conversationBe part of the Player First Collective on Slack, where marketers, product teams and platforms swap examples of bad ads, policy fixes and UX wins. In this episode, Alexis tells me:- Why he says the industry has been on a “sugar rush” and what changes in the post–sugar rush era- What new Google data shows about immediate churn after a single disruptive ad, and how repeat bad experiences can burn through half your audience- How AI is built into Google’s ad stack to detect and filter low-quality and disruptive formats at scale- Why publishers need visibility into how specific ad experiences affect retention, not just short-term revenue- How to push partners and networks on ad quality and make it part of your brand promise- Why retention should be your North Star metric – and how to aim for both high ad quality and high performance instead of trading one for the otherStay tuned for upcoming PlayerFirst Perspectives episodes on MobileGroove, where we explore how publishers, platforms and partners are turning ad quality, policy and player trust into a real growth advantage.*** Subscribe for More ***👉🏻YouTube: https://www.youtube.com/c/PeggyAnneSalz?sub_confirmation=1👉🏻Spotify: https://open.spotify.com/show/5yFF2InbeIgkIRcxvDy3jm👉🏻Amazon: https://music.amazon.co.uk/podcasts/28e1039b-4ead-4c48-aed7-8aceb5195fa6/mobilegroove👉🏻On Point Newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7020756661006925824*** Let's Connect ***👉🏻 LinkedIn - https://www.linkedin.com/in/peggyannesalz👉🏻 Facebook - https://www.facebook.com/peggy.salz👉🏻 Instagram - https://www.instagram.com/peggyannesalz👉🏻 Website - https://www.mobilegrove.com*** What We Do ***MobileGroove: Mobile Marketing Insights, Trends & Growth StrategiesMobileGroove is a top-ranked destination for mobile marketing, app growth, and customer engagement strategies. We deliver expert analysis, custom research, and strategic content marketing to help mobile-first businesses and tech startups thrive in a fast-moving industry.My videos cover: • User acquisition (UA) best practices • App retention and lifecycle marketing strategies • Personalization and loyalty programs that drive ROI • The latest in mobile advertising and data-driven growth • Success stories from top marketers and mobile-first brandsPeggy is a recognized thought leader, named a Top 100 Mobile Influencer by Mobile World Congress, and the author of Apponomics (with InMobi) and The Everything Guide to Mobile Apps.Subscribe for weekly updates on mobile app marketing, growth hacking, retention tactics, and more.