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The lines between CTV, mobile, social, and gaming have officially blurred. But as platforms converge, measurement is falling apart.

In this episode of The Incremental Marketer, Andrew Wohlwend (Head of Operations, Xsolla Ads) explains how marketers can find signal in the chaos—and rebuild attribution that actually works.

We dig into why “mobile vs. gaming vs. CTV vs. social” is the wrong starting point, how accidental or low-intent clicks inflate results (and what to measure instead), and practical frameworks for deduping audiences, weighting the journey, and setting realistic learning cycles.

If you’re wrestling with walled gardens, overlapping audiences, or click metrics that don’t tell the truth—this one’s for you.

CHAPTERS
00:00 The Wild West of Mobile and Gaming Advertising
03:12 Andrew Wolin's Journey in Ad Tech
05:56 Understanding Xsolla Ads and Its Ecosystem
09:04 Navigating Blurred Lines in Advertising
11:59 The Click-Through Rate Debate
14:48 Channel Planning and Audience Targeting
18:11 Building a Better Attribution Model
20:59 Tools for Measurement in Mobile Advertising
24:01 Enabling Marketers for Future Success
27:01 The Future of AI in Advertising

CONTACT ANDREW
https://www.linkedin.com/in/andrew-wohlwend-2b5882b/