On Mobile Advertising With Kayzen's Thomas Bienias & Omnicom's Daniel Sichel

The real problem with mobile advertising isn’t creative – it’s what you can’t see. In this special episode of The MadTech Podcast, ExchangeWire CEO Rachel Smith is joined by Thomas Bienias, agency and brand partnerships director at Kayzen, and Daniel Sichel, digital integration director at Hearts & Science (Omnicom), to discuss what CMOs and agencies should be asking their DSP partners in 2026.

Many advertisers buy mobile inventory through broad DSPs, rather than DSPs built specifically for app environments. The conversation explores the challenges agencies face around creativity and fee transparency, as well as the benefits of partnering with a specialist mobile DSP. It also looks into how media, creative, and measurement teams can they come together to drive better outcomes and prove what's actually working.

•••
0:00 Introduction
4:15 What drives performance within mobile environments?
9:29 Incrementality and post-install measurement
15:40 Specialist vs. generalised DSPs
18:33 Mobile advertising and business outcomes
27:53 Privacy in mobile advertising
34:18 Creative formats for mobile and in-app
40:10 Mobile advertising, tech stacks, and DSPs