Is Meta Really Back?

Meta’s apparent comeback runs headfirst into shifting UA economics, rising creative costs, and new pressure from platforms like Reddit, forcing marketers to rethink what “working” actually means. We unpack whether Meta is truly back or just delivering short-term dopamine, why in-app ads could reshape ad-monetized LTV, and how CPMs, payback windows, and creative volume are redefining the hyper-casual and hybrid playbooks. Cihan and Josh join to break down the latest Appsflyer data, Reddit’s Max campaigns, China’s UA surge, and Liftoff’s IPO and to debate whether AI is leveling the field or quietly squeezing the middle out of mobile marketing.Chapters: 00:00 Welcome to Deconstructor of Funds + UA Monthly kickoff00:17 Meet the guests: Jihan (Scaling.Games) & Josh (Wildcard Games)01:06 Today’s agenda: Meta’s return, Appsflyer report, Reddit AI ads, Liftoff IPO01:29 Is “Meta back” real? The 2.5 Gamers breakdown & the dopamine-hit spike02:52 What Meta’s actually doing: rollout strategy, templates, and market impact06:05 In-app ads explained: why Meta buying inventory could boost ad-monetized LTV07:48 Ad quality debate: intrusive formats, churn-per-impression, and broken incentives12:58 Can hyper-casual come back? CPMs, payback windows, and hybrid monetization18:38 State of Game Marketing report: shrinking US spend, growth in Turkey/India20:16 The creative arms race: AI variations, the ‘middle class’ squeeze, and rising noise23:25 AI Shrinks the Creative Gap: Small Teams Catch Up, Mid-Tier Stalls24:41 China’s UA Surge + iOS Outspending Android: Where the Scale Is Coming From25:38 30 Creatives a Day: The New ‘Tax’ of Competing in Mobile UA26:07 Ripoffs, Ethics, and Beating the Filters: The Dark Side of Creative Volume28:00 Hero Creatives Aren’t Dead—But Copy Speed Forces Smarter Variations30:16 Copying vs. Trends: When ‘Stealing’ Is Real (and When It’s Just the Market)31:40 Is the Market Really an Iceberg? US Spend Down, Web Shops, and the ‘Hidden’ Picture34:27 Reddit ‘Max’ Campaigns: Advantage+ for Reddit with a Promise of Transparency37:19 Top Audience Personas: Useful Insight or Just a Fancy Dashboard?39:34 How to Test Reddit Max: Onboarding Friction, Learning Periods, and Scalability Unknowns40:58 Liftoff Files to Go Public: Valuation, Margins, Debt, and the AI Black-Box Race45:44 What’s Liftoff’s Moat? Engine vs. Fuel, Data Advantages, and the AppLovin Comparison48:35 Wrap-Up: UA Monthly Feedback, What to Cover Next