Mintegral's Phoena Pang on the new playbook for performance marketing

About this episode

Phoena Pang discusses the new playbook for performance marketing in the mobile app ecosystem, focusing on measurement and customer trust.

Is the relentless pursuit of measurable ROAS fundamentally at odds with building long-term customer trust in a privacy-first world? Agility requires marketers to move beyond legacy attribution models and embrace a more dynamic approach to measurement and monetization. This is especially true in the rapidly evolving mobile ecosystem, where the rules of engagement are constantly being rewritten. Today, we're going to talk about the new playbook for performance marketing in the mobile app ecosystem. We'll explore how to drive growth and measure return on ad spend in an environment defined by signal loss, look at the innovative ad formats that are capturing user attention, and discuss the role of AI in balancing automation with creative effectiveness. To help me discuss this topic, I'd like to welcome, Phoena Pang, Vice President of Sales and Global Partnerships at Mintegral. About Phoena Pang Phoena Pang is the Vice President of Sales and Global Partnerships at Mintegral, a leading global mobile advertising platform. Based in the US, Phoena brings deep expertise in mobile advertising, strategic partnerships, and business development to drive Mintegral’s go-to-market growth and…

People in this episode

Guest: Phoena Pang

Topics covered

• performance marketing
• mobile advertising
• customer trust
• measurement
• AI in marketing
• ad formats
• signal loss

Keywords

• ROAS
• attribution models
• mobile ecosystem
• growth
• return on ad spend
• creative effectiveness
• automation
• user attention

Mentioned in this episode

Organizations: Mintegral, Google, Moloco, Vungle, Chartboost

More episodes of The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX

• Linnworks CMO Hilary Smith on the manual work hiding inside "automated" operations · September 11, 2026 · 24 min
• Georgia-Pacific's Melissa Blunte on consumer understanding at scale: why data gives you precision, not understanding · September 9, 2026 · 21 min
• Marketing AI Institute's Mike Kaput on AI pilots vs. AI capability: only about 25% of organizations are scaling with a strategy · September 8, 2026 · 27 min
• From Opticon 2026: Federated Hermes' Melissa Ryan on what a replatform exposes in your content · September 7, 2026 · 17 min
• From Opticon 2026: IFPA's Jim Rucinski on running a global digital experience with two people · September 4, 2026 · 17 min
• Optimizely's Greg Heinz on rebranding an AI platform: AI scaled the work, but every input stayed human · September 3, 2026 · 22 min