Brutally Honest #199

"Brutally Honest #199" by Matej Lancaric, published on February 2, 2026, focuses on user acquisition (UA) in the post-IDFA (Identifier for Advertisers) era, offering insights into evolving industry practices. The document's main purpose is to provide a "no BS" perspective on UA, particularly highlighting the increasing importance of playables in advertising, a trend the author suggests many are lagging behind on.

A key finding is the evolving role of a modern UA manager. The author posits that this role now encompasses being a creative strategist, a psychologist, and an AI-augmented professional, with an emerging emphasis on being "creator-friendly." This indicates a shift towards more nuanced, data-driven, and interdisciplinary skills required for effective user acquisition.

The scope of the document is global, addressing general trends in mobile user acquisition. While specific data points or statistics are not fully disclosed in the publicly available portion, the content implies a forward-looking perspective on industry changes. The methodology is based on the author's expert analysis and observations within the mobile advertising and gaming sectors. The full content of the article, including a detailed discussion of the "modern UA protocol," is reserved for paid subscribers, suggesting a deeper dive into these topics is available.