David Lee
Editor in Chief
David leads UA Ledger's coverage of creative systems and playable advertising. He has worked across mobile growth, production, and product strategy, with a focus on turning campaign evidence into durable operating knowledge.
More articles from david-lee
market intelligence
media buying
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Automation and the UA manager's new job
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How to choose a UA creative agency for your game
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Agentic buying and the end of the ad manager
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When the model buys and makes the creative
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Creative team structure: in-house or agency?
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Strategy game creative in 2026: the Last War template and its limits
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Stop calling it user acquisition
creative strategy
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Characters and IP in acquisition creative
creative strategy
market intelligence
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Most UA best practice is survivorship
market intelligence
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The UA lead as translator, not buyer
market intelligence
media buying
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Automation did not remove judgement, it moved it
creative strategy
measurement
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