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Yaron Tomchin, CEO of Mobupps, has seen the mobile advertising landscape twist, stretch and sometimes somersault over the past decade and a half. And he’s not just been watching — he’s been busy steering Mobupps through it all, shifting gears from a publisher sales house to a full-blown tech-led performance engine.
“In the past years, Mobupps has focused on maintaining a dynamic and adaptable approach to the rapidly changing mobile advertising landscape,” says Tomchin. “Our ability to evolve with market demands has been a key driver of our success.”
That evolution wasn’t incidental. Mobupps has undergone three distinct transformations: beginning as a publisher sales house, morphing into a mobile agency, and since 2019, operating as a technology-driven product company. Tomchin credits their success to “listening closely to market trends, client feedback, and partner expectations,” a practice that has allowed the company to remain nimble in an industry where obsolescence is often just one product cycle away.
The global mobile ad-tech company specializes in connecting advertisers with targeted audiences through advanced programmatic solutions. They offer a suite of services, including user acquisition, media targeting, and monetization.
But adaptation isn’t just about keeping up—it’s about anticipating what’s next. And right now, what’s next appears to be Connected TV. Mobupps’ new CTV Ads product plugs into their proprietary MAFO automation tech, which Tomchin describes as “an in-house platform for user acquisition, marketing automation, and media monetization.”
“By integrating MAFO’s advanced automation and cross-device customer acquisition engine, we optimize CTV campaigns in real time,” he explains. This optimization covers everything from dynamic pricing and predictive budget planning to creative validation and fraud detection. “Advertisers can monitor performance metrics, quality scores, and fraud levels in real time, allowing for instant adjustments to improve campaign efficiency.”
MAFO’s CTV solution runs on a Pay-Per-Performance model—meaning advertisers pay only for outcomes like view-through rates and conversions, not just impressions. According to Tomcin, that, along with AI-powered retargeting and dedicated local support across eight locations worldwide, ensures “high engagement, brand safety, and optimal ROI.”
And while real-time optimization and cross-device synergy sound great, none of it works without trust—particularly in a regulatory environment that’s getting stricter by the month. With GDPR, CCPA, and Apple’s ATT framework raising the bar for data protection, Tomchin says Mobupps has made compliance and transparency non-negotiable.
“We comply with GDPR and CCPA through clear user consent mechanisms and privacy-first tracking solutions,” he says. Beyond the usual playbook, Mobupps is also moving toward cookieless and IDFA-free targeting by using contextual and cohort-based approaches. “We provide full visibility into our advertising supply chain through Seller JSON, ensuring ethical data practices for advertisers and publishers.”
That tightrope walk—balancing targeting precision with user privacy—is one that Tomchin believes will define the next era of advertising. And AI, unsurprisingly, is at the center of Mobupps’ efforts to walk it with grace.
“We are actively integrating AI and machine learning to enhance both our advertising solutions and internal processes,” he says. This includes using predictive analytics for budget optimization, real-time traffic monitoring for fraud prevention, and automated bidding systems that adjust dynamically across CPM, CPI, and CPA models.
“These innovations not only improve efficiency and cost-effectiveness but also allow us to deliver highly targeted and scalable advertising solutions,” Tomchin adds.
As the mobile ecosystem grows more fragmented and crowded, Tomcin sees both complexity and opportunity on the horizon. He outlines three major challenges: increasing regulatory scrutiny, the growing need for holistic cross-device strategies, and a rise in ad fatigue among users. “Advertisers need to ensure ethical data usage, clear consent mechanisms, and fair attribution models to maintain trust and compliance,” he notes.
But where there are challenges, Mobupps sees opportunity. Tomchin is especially bullish on the convergence of CTV and mobile, calling it “a powerful way to implement immersive, interactive ad experiences that seamlessly transition between screens.” He also points to the emergence of Telegram as an ad platform, especially in Europe, where its mini-apps and community-based commerce features are giving brands new ways to reach niche audiences.
And of course, there’s AI—not just optimizing delivery, but transforming creativity itself. “AI is automating creative production, optimizing ad delivery in real time, and predicting user behavior to improve campaign efficiency and performance,” Tomchin says.
Looking ahead, he believes the future of mobile advertising lies in “new monetization models, such as interactive ads, in-app rewards, and gamified ad experiences,” which can boost user engagement and drive higher lifetime value.
After 16 years in the game, Tomchin’s outlook is that of a realist—but also an optimist. Mobupps isn’t just trying to keep up. It’s trying to define what comes next.
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