Taptica Mobile Q&A: Inside the Industry with Micah Gantman, VP Strategy & Business Development at TUNE

September 7, 2017 | Article written by Carly Morris


This week, we had the opportunity to sit down with Micah Gantman, VP Strategy & Business Development at TUNE, to get his take on the state of the mobile industry. Here’s what Micah had to say about trends, strategies, fraud, and where TUNE fits into the puzzle.


Q: How did you end up working in this space?

TUNE’s co-founders Lucas and Lee Brown originally hired me as one of the first sales people at HasOffers back in 2010. After working in sales for over a year, Lucas asked me if I would be interested in running the mobile side of our business for a project he hacked together the night before. They were calling it Mobile App Tracking.

At this point, I was still pretty early in my career, and TUNE wasn’t well versed in mobile. But, I trusted Lucas and Lee enough to go with it.


Q: How do you keep up with the pace of today’s ever-evolving mobile ecosystem?

Holding on to the experimental, “just do it” mentality. The TUNE DNA is all about staying innovative and creative, and that’s what really put us on the map in the first place.

TUNE was one of the first on the scene in the attribution industry, which allowed us to build lots of great relationships across the ecosystem. A wide network of friends and colleagues definitely helps the spread of new information.

It’s important to get connected with other industry thought leaders, whether in person or online. There’s always a new perspective to learn from and new insights to share.


Q: What major trends are you seeing in the mobile measurement/attribution industry?

There’s no denying it’s trendy to talk about fraud right now. Fortunately, there’s a big role TUNE can play here and we’re always working to find new and improved solutions for our partners.

From TUNE’s side, this means measuring everything. We can analyze and understand the intricacies of our data to help marketers make better decisions as a result.

Making this a reality, we just unveiled a new fraud prevention solution for the entire industry at this year’s annual Postback event.


Q: Who has the greatest responsibility when it comes to tackling mobile fraud?

Balance is the key. This is an industry-wide issue and we need to work together to come to a solution.

The advertisers, the partners serving their ads, the agencies representing them, and the tracking partners attributing data all need to work together if we want to see a cohesive solution that addresses the issue in all its forms.

In the end, advertiser and partner relationships come down to trust. To stop fraud, we need the ability to understand the data. But without trust, advertisers and their partners get locked in a pattern of withholding information – which also means sophisticated partners won’t receive the data they need to identify potential threats.

That’s where TUNE aims to alleviate some pain points, ensuring that data is passed accurately and reliably, and providing the same view for advertisers and partners to better detect inconsistencies together.

“Balance is the key. This is an industry-wide issue and we need to work together to come to a solution.”


Q: What are the biggest challenges mobile marketers face today?

Aside from fraud, a major issue facing advertisers is the incessant industry noise – which is also becoming increasingly difficult to overcome.

A lot of influential people and organizations are only looking out for themselves. These influencers are making lots of noise and misleading advertisers to act out of alignment with their best interests.

Consider a new junior marketer building their tech stack. If they’re affected by all this interference and end up choosing the wrong partner, they’re now stuck with a very big and very long-term mistake.

That’s why having trust in the industry can be difficult. The challenge is to find those dependable long-time players with reputable track records, and don’t let the rest of the noise shake you.


Q: How can advertisers aim to overcome all this noise?

Effective due diligence.

Take your time to understand the ecosystem, and don’t always believe the first thing you read.

You can start to differentiate the good from the bad by assessing where they focus their resources. If a company is spending more on marketing hype than customer success and tech development, then you can bet they’re not fully investing in you either.

Get yourself out there and build relationships with people you can trust. Only bet on companies that have your best interest in mind.

“Take your time to understand the ecosystem, and don’t always believe the first thing you read.”


Q: Do you have any tips when it comes to effective mobile strategy?

Stay humble, especially when you find yourself representing large budgets – your budget doesn’t define who you are as a marketer.

So slow down and take your time with due diligence, especially when it comes to implementing technology or integrating with new partners. It’s a long game and it’s important to find the right people who can help you pave your way.