Episode summary
Erica Johnson, director of global platforms at Publicis Collective, joins Amanda to break down the biggest trends shaping mobile advertising. They discuss what brands learned at the Publicis Mobile Summit, why measurement matters more than ever, how AI is changing ad operations, and what marketers should prioritize heading into 2026.
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Episode Notes
Mobile growth doesn’t end with the install. The brands seeing the strongest results are measuring the entire customer journey, creating seamless web-to-app experiences, and building campaigns that deliver long-term value.
In this episode, Amanda sits down with Erica Johnson, director of global platforms at Publicis Collective, to discuss the biggest themes from the Publicis Mobile Summit. They explore why marketers need to move beyond install metrics, how to approach large-scale mobile measurement partner (MMP) migrations, and where AI is making the biggest impact on campaign operations today.
Whether you’re responsible for mobile growth, measurement, or media strategy, you’ll walk away with practical frameworks for improving campaign performance and preparing for what’s next in mobile advertising.
What You’ll Learn
- How to measure long-term value beyond installs
- Why the web-to-app journey deserves more attention
- How to use a crawl, walk, run framework for large mobile initiatives
- How to plan a successful mobile measurement partner (MMP) migration
- Why AI works best when you teach it your standards
- How to grow from tactical execution into leadership
About the Guest
Erica Johnson is director of global platforms at Publicis Collective, where she helps global brands execute and measure complex mobile advertising programs. She has deep experience across mobile measurement partners (MMPs), social, search, programmatic, connected TV (CTV), and ad operations.
In this episode, Erica shares practical lessons from leading large-scale platform migrations, building measurement strategies that extend beyond installs, and helping brands create better cross-device experiences. She also explains how AI is changing ad operations and why marketers who understand measurement will have a lasting advantage as automation becomes more common.
If you’re responsible for mobile growth, media strategy, or measurement, this conversation offers practical advice for building more effective campaigns in an increasingly complex ecosystem.
