In this episode of the Road to Barcelona 2025 interview series, Mariam sits down with Cathal O'Sullivan, Head of Monetization at Sandsoft, as he shares his expert take on ad monetization in the mobile gaming industry.

Cathal dives into Sandsoft's innovative strategies for balancing player experience with revenue generation, the importance of tailoring ad solutions to player personas, and how to curate rewarding ad experiences that enhance retention and engagement.