The first AI-native programmatic stack for mobile publishers is real, and the early numbers are absurd. 10-20% revenue lifts across every publisher they've launched.
Felix Braberg sits down with Dan Sack — Co-founder of CloudX, formerly MoPub, Twitter, Max, and AppLovin — for round two of their conversation, three months after CloudX went GA in February. The company now works with dozens of publishers, has five bidders fully live, a dozen more integrating, and a 35-person team. The pitch is "monetization as code" — a publisher platform where every setup lives in code and can be operated by humans OR AI agents.
What's actually working today is the infrastructure
layer: transparent fees, no competing ad network,
verified auctions, and integration options that include
first look, parallel, and standalone. The agentic
capabilities are coming in Q3 — and that's the part
that could reshape how publishers operate.
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⏱️ TIMESTAMPS
00:00 Cold open — dating app publisher up 14% revenue
01:19 Round two intros + Dan's torn ACL update
03:30 What CloudX has shipped since February GA
04:39 Monetization as code: human + AI agent operated
07:28 Felix's example: "kill DT for IAP whale cohorts"
08:43 First look vs parallel vs standalone explained
14:27 The real reason CloudX delivers 10-20% lifts
24:14 Felix's pickle: 3 weeks of manual tuning, no AI yet
32:19 The Q3 automation + intelligence layer roadmap
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📌 KEY TAKEAWAYS
— CloudX is delivering consistent 10-20% revenue lifts
across every publisher launched, regardless of
integration type (parallel, first look, banners, full
screen). Dan admits even he didn't expect lifts of
this magnitude this quickly.
— "Monetization as code" means your entire setup lives
in code and can be operated by humans OR AI agents.
Think Claude Code or Cowork but for ad operations —
agents that monitor, recommend, and execute on your
behalf.
— Three integration types: first look (CloudX gets the
call first with a floor, clears or passes), parallel
(both platforms auction simultaneously in silos,
winners compared), and standalone (CloudX called only
for specific apps/inventory). Standalone is launching
in the next few weeks.
— Banners are NOT dead. CloudX is seeing real lifts
there too — partly via dynamic price flooring (which
many SDK networks underprioritize) and partly by
bringing massive web/CTV banner demand into in-app
through partnerships with buyers who historically
ignored the channel.
— Demand stack today: Meta, Liftoff fully live. Next
wave (weeks away): Moloco, Pangle, Digital Turbine,
MobileFuse, Verve. Big omni-channel buyers set for
Q3. Twenty-plus bidders integrating.
— Multi-round auctioning is the killer feature. Bidding
+ dynamic flooring + waterfall optimization in a
single auction system, no hacks needed. Sophisticated
publishers have been hacking this for years; CloudX
productized it.
— The AI agentic vision: dashboard becomes a Claude-Code-style
conversation — "what's happening, what should I know,
what's the recommendation, do it." Automation in Q3,
intelligence layer following. The platform you log
into shouldn't be a dashboard you operate, it should
be an agent you direct.
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🎙️ HOST
Felix Braberg — Ad Monetization consultant
🎤 GUEST
Dan Sack — Co-founder, CloudX (formerly MoPub, Twitter, Max,
AppLovin)
https://www.linkedin.com/in/dansack/
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💬 Reach out to Dan:
[email protected]💬 Comment below: would you try a programmatic stack that runs on AI agents?
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