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Getting to Know Peggy Anne Salz: Chairperson at Unlocked: Mobile & App Growth Summit

Peggy Anne Salz will chair the 2nd Edition of Unlocked: Mobile & App Growth Summit Amsterdam on October 28, 2026, at Hotel Okura Amsterdam. A journalist, analyst, consultant and founder of MobileGroove, Salz has spent years speaking with the people shaping mobile apps, marketing, advertising and customer engagement.

Her role as a chairperson at Unlocked builds on that long connection with the mobile industry. Through podcasts, interviews, webinars and live events, Salz has regularly explored how companies are approaching app growth, user acquisition, retention, monetisation and customer experience.

Her work in mobile has evolved alongside the industry itself. Her earlier reporting focused on areas such as app engagement, mobile marketing, messaging, search, loyalty and CRM – subjects that continue to shape the way brands think about growth and customer relationships today. 

Podcasts and interviews remain a key part of Salz’s work. Through MobileGroove, she regularly speaks with leaders across mobile growth, gaming, advertising and technology, exploring the ideas and changes shaping the industry. Recent conversations include Sameer Sondhi of Affle on CPCU (Cost Per Converted User ) and Eric Keen of Supersolid on rewarded user acquisition.

Salz’s work across industry events has taken her across the global mobile and marketing circuit. Her experience includes APS London, POSSIBLE Miami, DMEXCO, GAMESCOM, Gamesforum London and UA Society Summit, alongside recent activity in Berlin and Cologne.
Recently at the DMEXCO 2026, she interviewed marketers and technology leaders from organisations including Deutsche Telekom, EssenceMediacom, Carat, Google, Verve, Mindshare, LinkedIn and Axel Springer. These conversations have covered the wider changes taking place across digital marketing, advertising, technology and customer engagement. 

Earlier this year, Salz also spoke with Martechvibe about how mobile marketers are rethinking growth in what she described as a monetisation-first era. The conversation covered connected data, ad quality, retention, customer experience and the role of AI in making better marketing decisions. 

Here’s three big learnings from a chat with her;

1. Growth comes from connected thinking across the user journey

Focusing only on acquisition or top-line metrics creates blind spots. Real mobile growth comes from understanding the entire lifecycle—where users drop off, engage, or convert. Leaders connect signals across funnels, behaviours, and touchpoints to build strategies grounded in complete, actionable insights.

2. Ad quality defines product trust and user experience

Poor ad experiences directly impact trust, retention, and revenue. From misleading creatives to intrusive formats, bad ads damage the product itself. Brands must proactively define policies, monitor behaviour signals, and control ad quality before it erodes long-term user relationships and business outcomes.

3. AI should optimise decisions, not just campaigns

While AI powers real-time optimisation, its real value lies in diagnosing why strategies fail and how to improve them. So, mobile app brands that use AI to refine segmentation, creative, and intent signals will outperform those that simply pause underperforming campaigns.

At Unlocked Amsterdam, Salz will bring those perspectives into conversations about the next stage of app growth, from privacy and acquisition to retention, monetisation and AI. 

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