Pablo Perez is the Performance Marketing Director at Admiral Media. He has more than 11 years of experience in the digital marketing world. Pablo is passionate about performance marketing and data. He has experience working on both the client’s and agency’s sides.

In your own words, what’s your role in the app business right now?

I am the Performance Marketing Director at Admiral Media.

How did you end up working in apps? / get started?

It all started around 3 or 4 years ago when I joined Admiral Media, I fell in love with the app world.

What are you most excited about in apps right now? (tech, trends, people, verticals)

SKAdNetwork catches my attention particularly, along with tracking in general.

What other companies in the app space do you rate/ inspire you and why?

MMPs and all the ad networks.

What do you like most about working in apps?

The knowledge sharing in the industry. I love how people openly discuss things and exchange different points of view.

What one thing would you change about the app industry / market?

100% right attribution without compromising users’ privacy. We were never there at that 100%, but previously, it was more accurate using the last-click model. Now with the recent changes, it is likely even impossible to reach that 100%.

Where do you think there’s an opportunity for apps / or unmet needs?

The whole market itself is an opportunity already, almost everyone has a mobile phone and uses hundreds of apps every year. Catching the target audience’s attention and retaining users is the key, so I would say communication/creatives and cracking how to make the user come back every day/week.

If you weren’t working in apps what would you be doing?

Data analysis, programming or who knows what…

iOS or Android?

It depends for what, so I’d sit on the fence and say both.

Is there anything else we should know about you?

I  am a big sports fan; I also love healthy food and travelling around the world.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.