Matthew stands as the Chief Strategy Officer at Perform[cb], bringing over 17 years of expertise in the outcome-based marketing channel. With a diverse background spanning multiple departments and functions, Matt has developed a deep appreciation for client interaction. His true passion lies in harnessing the power of data to drive results, while also ensuring compliance and optimizing media buying strategies.
In your own words, what’s your role in the app business right now?
I love the app space and have enjoyed watching it grow from the very beginning. While I oversee mobile compliance and our internal media team’s mobile buys, it’s the expertise and exceptional performance of our teams that truly drive our success. In essence, I serve as an internal mobile consultant. Our Growth, Media, and Compliance teams deserve all the credit.
How did you end up working in apps? / get started?
Working in the app industry has been an exciting journey for me. As I witnessed the evolution of digital marketing, I had the opportunity to explore various waves, from early display to email marketing and lead generation. However, it was the moment Facebook opened its platform to games that ignited the potential of mobile apps. This marked the beginning of a new era for development, as giants like Zynga and Machine Zone got their start there, while brands like Netflix and Discover were quick to recognize the advertising potential in these platforms. It was a pivotal time that laid the foundation for the thriving app industry we know today.
What are you most excited about in apps right now? (tech, trends, people, verticals)
I’m constantly on the lookout for the next major trend in the app industry. It’s fascinating to see how innovative verticals, such as rideshare, financial, and streaming entertainment have shaped the industry. What excites me most is discovering the next revolutionary idea that becomes so ingrained in our lives we can’t imagine a time when it was considered novel.
What other companies in the app space do you rate/ inspire you and why?
As a constant explorer of new channels for our clients, I’m intrigued by the growing trend of buying into any channel on an outcome-based basis, such as programmatic, CTV, and influencer. This development is a credit to the industry that we are building out a shared success ecosystem.
What do you like most about working in apps?
I think mobile marketers are some of the most sophisticated in digital marketing. They understand their consumer signals at deep intuitive and quantitative levels, which is an amazing foundation for successful partnerships.
What one thing would you change about the app industry / market?
I would change the way privacy concerns are addressed. While the discussions around privacy are crucial and necessary, some of the policies implemented to address these concerns limit data in ways that could negatively impact digital marketing. The industry needs a balanced approach that safeguards user privacy without stifling innovation and consolidation of power among big tech companies. Rather than Apple create rules that ultimately benefit their ecosystem, a better approach would be a negotiated framework with protected uses as proposed in American Data Privacy and Protection Act.
Where do you think there’s an opportunity for apps / or unmet needs?
One area that stands out is the challenge marketers face in developing a cohesive acquisition strategy that spans both web and app. Whether it’s that teams get siloed or companies solely prioritize their app, we see a missed opportunity to create customer journeys that touch multiple brand properties. With the increasing emphasis on privacy, there is also a growing demand for a well-planned web strategy that can address these concerns effectively.
If you weren’t working in apps what would you be doing?
If I weren’t working on apps, it’s hard to say exactly what I’d be doing. Whatever it may be, I can’t imagine I’d be enjoying it as much.
iOS or Android?
iOS!
What app(s) have been most useful to you over the last year?
Breathe, Calm, and Apple Fitness.
What’s on your Spotify / Music party playlist?
I’m revisiting an old friend in REM. Urban Heat, a new band out of Austin.
Any Netflix/ TV show recommendations?
I enjoy plenty of TV, but my mom is a librarian so I’ll recommend books instead. Here’s a list I recently sent to my goddaughter’s partner: What Are You Going Through, Sigrid Nunez; Second Place, Rachel Cusk; If We Were Villains, M.L. Rio; How to Be Both, Ali Smith
Is there anything else we should know about you?
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
