How will massive global trends in advertising impact mobile apps and games? In this Mobile Heroes Uncensored, we chat with GroupM global director Kate Scott-Dawkins. This is not like other MHU sessions. In addition to being a former member of the United States Archery Team, Kate is a big thinker with access to huge amounts of data. She’s currently tracking 62 markets: 31 downgraded, 21 upgraded, and 10 stayed the same. But as the global economic outlook suffers, the digital advertising ecosystem is being impacted, she says. The good news: it’s still growing. The bad news: it’s not growing quite as fast. We chat about retail media, ad spend, mobile economies, and how marketers and app publishers should think about changing opportunities in 2023. Timestamps 0:00 Kate Scott-Dawkins 3:15 Multiple iOS app stores 5:40 6.5% global advertising growth in 2023 8:15 Mobile and CTV are outperforming 10:00 Biggest ad opportunities 13:20 $111 billion in retail media 19:00 TikTok 24:00 Least censored opinion about mobile