Shamanth Rao

In your own words, what’s your role in the app business right now?

I manage the growth marketing strategy of some of the largest advertisers in the world today—this includes unpacking the messes of the post-ATT world and helping advertisers grow with confidence with the incomplete data available.

A significant portion of my work also includes creative strategy—formulating strategies and executing them in an AI-first world.

How did you end up working in apps? / get started?

My first role in mobile apps was with a social casino app back in 2013. I was astonished by the sheer scale of the app and the potential of the mobile app space. I was spending close to $1.5mm a month—I had no idea there were so many social casino players in the world.

What are you most excited about in apps right now? (tech, trends, people, verticals)

Playing around with AI tools, making my own, exploring new models—it feels like a magical new world.

What other companies in the app space do you rate/ inspire you and why?

I truly admire some of the high-spending gaming companies that test a massive volume of creatives—I admire their ability to manage the sheer complexity of their marketing.

What do you like most about working in apps?

There’s never a dull day. There is always something exciting.

Where do you think there’s an opportunity for apps / or unmet needs?

There is a lot of opportunity for AI-based apps to reduce the barriers to a lot of creative work.

If you weren’t working in apps what would you be doing?

I was a travel writer at one point in time.

iOS or Android?

iOS.

What app(s) have been most useful to you over the last year?

Is there anything else we should know about you?

I was once attacked by a wild elephant. 😃

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