MintegralPhoena Pang Joins Mintegral as New VP of Sales & Operations to Drive Growth Across North and South America
Summary
Mintegral, a leading ad tech company, has appointed Phoena Pang as Vice President of Sales and Operations to drive growth in North and South America. Pang brings extensive experience from Google, Moloco, Vungle, and Chartboost, specializing in strategic partnerships and mobile advertising. Her role focuses on scaling go-to-market strategy, improving operational efficiency, and fostering partnerships to enhance value for advertisers and publishers.
The article also includes insights on why early metrics may not predict long-term performance, trends in entertainment app growth for 2026, and optimization strategies for CPI versus ROAS campaigns.
You Might Also Like
MintegralMastering Mintegral's Retargeting Platform: Your Guide To Converting Inactive Users
Mintegral's retargeting platform re-engages dormant users via CPI, CPE, and ROAS bidding models. Key insights: retargeted users convert 50% more often than first-time visitors and are 3x more likely to engage, with over 50% completing actions within a week. The platform supports both gaming and non-gaming apps, offers 60%+ match rate, and integrates seamlessly with UA campaigns for lifecycle optimization.
AppsFlyer2025 App Marketer Survey
The mobile advertising industry is optimistic heading into 2025, with 80% of marketers expecting the year to be as strong or stronger than 2024. Non-gaming apps are driving growth, with downloads up 12% YoY and IAP revenue increasing 20%+. Marketers are prioritizing profitability and ROAS, with over half reporting more aggressive KPIs. Generative AI is already benefiting creative production and optimization. iOS re-engagement remains underleveraged, and most marketers are still adapting to SKAN. Budgets are increasing, with a focus on ad networks and self-attributing networks.
AppsFlyerUnlock the value of web-to-app
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
MintegralA Must-Read for Vietnamese Developers: A Guide to Launching Your Apps in International Markets
Vietnam's mobile app market is growing rapidly with over 24,600 local apps. Non-gaming apps have strong global potential, as shown by Prank Call: Fake Video Call's 12.94 million downloads. Mintegral offers programmatic advertising with smart bidding (Target ROAS, Target CPE) to acquire high-quality users worldwide. It ranks 3rd in global power and volume per AppsFlyer Index 17. Vietnamese developers can use Mintegral's AI and cross-platform services to expand internationally, with partners reporting significant traffic and revenue growth.
MintegralThe Right Way to Run User Acquisition and Retargeting Together
Retargeting complements user acquisition by re-engaging churned users, boosting conversion rates by 150% and ROI by 1,046%. Despite its benefits, many teams separate UA and retargeting due to resource constraints, missing out on sustained growth. Mintegral offers cost-per-event retargeting with AI-driven optimization, enabling unified campaigns that maximize long-term user value and app success.
MintegralDecoding Mobile Marketing Acronyms
This guide demystifies mobile marketing acronyms for ad ops. Key pricing models include CPM for awareness, CPC for traffic, CPI for installs, and CPE for engagement. Mintegral's Target CPE and Target ROAS optimize for conversions and ROI. Platforms like DSP, SSP, and RTB automate buying and selling. Attribution relies on MMPs, SKAN, and MMM. Metrics such as MAU, DAU, LTV, and ARPU track performance. Monetization models (IAA, IAP, hybrid) and ASO/CTV are also covered. Actionable takeaway: choose pricing and tracking based on campaign goals.
SensorTowerState of Short Drama Apps 2026
Short drama apps are reshaping mobile entertainment, surpassing 850M downloads in Q1 2026 (up 140% YoY) with IAP revenue reaching $750M. Growth is concentrated in Southeast Asia, Latin America, and India, where these apps outpace traditional OTT in user acquisition. Engagement is surging: daily time spent grew 85% to 25 minutes globally, nearing OTT levels in Southeast Asia. For ad ops, the shift toward ad monetization in addition to IAP opens new inventory opportunities. Key players like FreeReels, NetShort, and Melolo are scaling via localized content and paid acquisition, creating competitive ad markets.
MintegralBeyond The Walled Gardens: Why It’s Time For The Open Web
Walled gardens (Meta, Google, TikTok) are losing ad spend share as costs rise and ATT limits tracking. The open web offers diverse inventory, lower CPIs (<$1 vs. $2-$5.50), and advanced targeting via machine learning. Key considerations for advertisers: navigate a fragmented ecosystem, ensure fill rate and scale with partners, and use MMPs for unified measurement. Early movers can gain a competitive edge.
More from Mintegral
Making Playables and Video Ads Work in India
India's mobile ad market shows very high click-through rates (CTR) for both playable and video ads, far exceeding global...
The Next (Agentic) Phase Of Media Buying Is Coming
Agentic AI is shifting media buying from manual execution to strategic oversight. With 91% adoption of Google PMax and 8...
Why Prediction Is Replacing Precision For Outcome-Driven Advertising
The advertising model is shifting from deterministic identity to probabilistic prediction, as cookies become less reliab...
2025 Trends: AI’s Rise, Privacy’s Reign, and the Next Wave of Advertising
In 2025, AI agents will automate ad production and UA, reducing personnel needs. Privacy concerns persist despite Google...
Why Early Metrics Don't Always Predict Long-Term Performance
Early campaign metrics can mislead because they capture high-intent users first, while long-term performance depends on ...
Where Is the Next Growth for Entertainment Apps in 2026
Entertainment apps in 2026 are leveraging generative AI to accelerate content production, but high-quality video remains...