MAMA San Francisco: A bold start to 2025 for mobile marketers

On January 28, AppsFlyer North America kicked off the year for the marketing measurement industry in a big way with our first-ever MAMA San Francisco at the stunning Pier 27. With a breathtaking view of the Bay as our backdrop, we brought together some of the brightest minds in mobile marketing for a day packed with insights, innovation, and industry connections.

For years, MAU has been the premier mobile marketing event of Q2. With MAMA SF, the industry has its must-attend Q1 event, where the most influential leaders gather to set the agenda for the year ahead. This wasn’t just another conference; it was a rallying point for the future of mobile marketing.

A day of energy, optimism, and momentum

From the moment doors opened, the excitement in the room was undeniable. The energy wasn’t just about learning – it was about connection. Attendees were eager to share their plans for the year, swap ideas, and forge new partnerships. The timing of MAMA SF also set the tone for what’s ahead: a year of growth, collaboration, and big moves in mobile marketing.

Guiding us through the day was award-winning tech journalist Jennifer Jolly, who brought her signature expertise and enthusiasm to the stage, along with AppsFlyer’s Bobby Sayers and Karina Paramonova, and App Masters founder, Steve Young. Their engaging moderation kept the conversations dynamic and thought-provoking, ensuring every session on both stages and the livestream was packed with insights and real-world takeaways.

Conversations that will shape the year ahead

MAMA SF wasn’t just about reflecting on where the industry is—it was about defining where it’s headed. Some of the biggest names in the space took the stage to deliver forward-thinking insights, industry-wide recaps, and game-changing strategies.

Some of the hottest sessions from MAMA included:

• Why Do the Best Strategies Often Go Against the Grain?
  Growth expert Adam Miller broke down how counterintuitive strategies, like simplifying measurement and prioritizing scalability, can challenge norms and drive sustainable growth.
• The AI Revolution in Mobile Marketing
  Industry experts like Noelle Russell unpacked how AI is fundamentally transforming personalization, marketing efficiency, and creative automation.
• How Do You Navigate Mobile Marketing in 2025?
  AppsFlyer Chief Product Officer Barak Witkowski explored the key challenges and opportunities shaping mobile marketing in the year ahead.
• How Online Communities Fuel User App Growth
  Reddit’s Ryan Angerami explored leveraging community engagement to unlock sustainable app growth, foster meaningful connections, and amplify your brand’s impact.
• Privacy Sandbox: Is This SKAN All Over Again?
  AppsFlyer’s Eran Dunsky led a deep dive into the Privacy Sandbox, discussing whether it mirrors past industry shifts and how mobile marketers should prepare for what’s next.

MAMA on-demand: The learning continues

Couldn’t make it to MAMA SF? Or want to revisit your favorite session? In just a few weeks, we’ll be releasing MAMA On-Demand, featuring must-watch sessions from the Explore Stage, including insights from:

Noelle Russell, AI expert and thought leader
Adam Miller, growth strategist and mobile veteran
Zynga’s Nebo Radovic, discussing the future of mobile gaming
Eric Seufert, unpacking the latest innovations in measurement and attribution

Stay tuned for details on how to access the full session library—because the conversations we started at MAMA SF are just the beginning.

MAMA SF by the numbers

Nearly 500 attendees came together to kickstart 2025 in style
20+ sessions covering the biggest topics in mobile marketing
18 partner sponsors and 10 exhibitors showcased cutting-edge innovations
First-ever MAMA Live, bringing the MAMA content to viewers at home
MAMA Cares made an impact, raising funds for four charities supporting the Los Angeles community affected by wildfires

A huge thank you!

MAMA San Francisco was about more than just great content—it was a statement from the industry about the enthusiasm that has brought the mobile marketing community together, the energy sparking new ideas, and building the momentum for an exciting year ahead. Thank you to our attendees, speakers, sponsors, and partners for making our first MAMA San Francisco such a success. We can’t wait to do it again!

See you at the next MAMA!