Appi Camper is an interview series that shines a spotlight on today's mobile elite, showcasing their expertise and knowledge. Growth leaders share trends, strategies to navigate the current market, tips to overcome present challenges, and how they approach these impacts to successfully emerge as an Appi Camper.

Spotlight with Andrew Abrahm

Andrew Abrahm helps foster BD Partnerships for Branch Metrics. Focused mainly on AdTech ecosystem partnerships, Andrew's expertise is in leveraging mutually beneficial relationships to Branch, the partner, and most importantly mutual customers. With 8+ years of global AdTech experience working across entrepreneurial start-ups and large media company environments, Andrew helps the organization make sense of all the complex moving parts of the ecosystem.

What are the trends you are seeing as a result of Apple's announcement regarding privacy and IDFA? Any notable effects, strategies, or workarounds you can share?

This is a constantly evolving topic that has a ton of complex moving parts. One thing to note however is that this new elevated focus on user privacy is a good thing and expected as verticals continue to evolve and mature. The future of mobile and digital will be utilizing a unified, cross-channel, cross-platform framework to achieve holistic marketing goals.

Products aligning with customer experience such as deep linking, media-buying, and measurement for email, social, OTT, as well as cross-channel multi-touch attribution will continue to grow and be essential in any marketer's current and future strategies. Connecting the fragmented touch points for marketers is now more important than ever.

What are some of the challenges of mobile marketing during this time?

Adapting to changes and staying nimble will always be the key challenge for growth marketers and this current time is no different. This industry evolves and shifts as global and domestic policies are solidified, while in the meantime user behavior continues to evolve. 10 years ago the focus was desktop and HTTP protocols and now a decade later mobile and apps have emerged as the place where users are most active and engaged. The next wave will be connecting these worlds in a more holistic way where a digital strategy isn't platform specific but outcome and user experience based across all platforms and channels.

How are you adjusting to working as a remote team? Are there any tips you can share about how to make it work?

Working remote has its pros and cons for sure. Not having to commute has been nice, however finding the right balance between work and personal life has become much more challenging. It's much more important now to create that time where you can escape work and focus on other personal things, where before that time existed in a more organic way. I think our teams have been focussing on over-communication as a key tactic to avoid confusion and set realistic expectations for how everyone is adapting to this new normal.

What are you doing to stay positive and balanced while working remotely?

Taking walks and going on midday hikes has been a real benefit for me. Just being outdoors and silencing my phone for a bit each day has really helped me put everything into perspective and increases my productivity. Also zooming out at times and seeing the bigger picture has been really beneficial.