Democratizing AI for business growth: A conversation with Beth Berger, VP & GM Americas at Moloco

Beth Berger, VP & GM Americas at Moloco, discusses the critical role of mobile apps in driving brand growth, noting that consumers spend 88% of mobile time on apps, leading to up to 3x higher conversion rates. She emphasizes the need for marketers to look beyond walled gardens for incremental growth, leveraging AI and machine learning to find high-value users on the open internet. Moloco addresses concerns about user quality and fraud through real-time ML, partnerships with measurement platforms, and proactive inventory management.

Berger highlights the importance of human strategy alongside automation, including creative production, geographic expansion, and transparent reporting. She offers tips: enable personalization with AI, maintain control through data sharing and measurement, optimize for deeper funnel metrics like in-app purchases, and invest in partnerships that provide strategic guidance. The interview underscores how AI democratizes access to advanced targeting, but marketers must retain oversight to succeed in the evolving landscape.