For years, user acquisition strategies have been built around channels. Marketers optimized mobile campaigns in isolation, treated CTV as branding, and measured success within neatly defined silos. But user behavior has moved on โ and the industry is now being forced to catch up.
In an App Talks video interview recorded during Business of Apps Berlin 2025, Maria Dimitropoulou, Head of Partnerships at SpinX, explains why performance marketing is no longer about optimizing individual channels, but about understanding and orchestrating the entire user journey across screens. ๏ฟผ
Drawing on her experience building SpinX and working with app marketers globally, Maria outlines how fragmented measurement, channel-first thinking, and weak internal strategy continue to hold teams back โ and why cross-platform โjourney architectureโ is quickly becoming a competitive advantage.
From programmatic black boxes to unified visibility
The idea for SpinX was born out of frustration. While working closely with user acquisition teams across regions, Maria noticed a recurring problem: programmatic marketing delivered results, but marketers rarely understood why.
Campaigns felt opaque. Teams didnโt know which creatives, formats, or placements actually drove performance โ only that money was being spent. This lack of transparency made it difficult to scale with confidence.
SpinX was built to address that gap by creating a unified ecosystem: owned apps, owned inventory, an ad exchange, and full visibility into how users move from impression to install to subscription. The goal was simple โ replace guesswork with clarity.
Users donโt live on one screen anymore
A defining insight behind SpinXโs approach is that users no longer follow linear, single-device journeys.
Maria describes a familiar scenario: a user sees an ad on a streaming platform, searches for the brand on their phone, compares options on the web later that evening, and installs…