Building Our UA System From Media Buying to Scalable Growth Engine

Most UA teams are still optimizing campaigns while believing they’re optimizing for growth. This talk challenges that assumption and introduces a different model: user acquisition as a closed-loop system connecting strategy, LTV modeling, creative, and product. Drawing from how we’re building this at Hyper Hippo, I’ll show why platform optimization breaks down at scale, how a missing layer quietly destroys efficiency, and what it actually takes to align ad spend with long-term value. Attendees will leave with a practical framework to move beyond blended ROAS, structure network-specific targets, and turn creative and measurement into a compounding advantage, transforming UA from a media function into a true growth engine.