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
creative strategy
market intelligence
·6 min read
The creative strategist role is misdefined
creative strategy
playable ads
·5 min read
Hybrid-casual's creative problem: depth you cannot show in thirty seconds
creative strategy
measurement
·2 min read
The case for concept-level testing
creative strategy
·3 min read
AI storyboarding is faster. Is it better? A side-by-side
creative strategy
platforms
·7 min read
AppLovin AI video creative: its own generation tool
creative strategy
playable ads
·4 min read
GDC 2026 debrief: AI moved from the demo floor to the production line
creative strategy
measurement
·5 min read
Meta Gaming Attribution Error: Why It Is Back in Games
creative strategy
market intelligence
·6 min read
AI creative volume lowers the value of volume
creative strategy
platforms
·6 min read
The misleading-ad arbitrage and why it still pays
creative strategy
·3 min read
Concept art is not a creative test
creative strategy
playable ads
·4 min read
Playable ads are becoming the operating system of mobile UA
market intelligence
playable ads
·4 min read