Zoriana Omelchuk

Head of Marketing, CAS.AI — User Acquisition, ASO & Mobile Growth

“12 years of mobile marketing. Scaling games from zero to millions.”

About

Zoriana Omelchuk is the Head of Marketing at CAS.AI, where she leads user acquisition, paid traffic strategy, and growth marketing for a portfolio of 200+ published mobile games. With 12 years of experience in mobile marketing, Zoriana has managed multi-million dollar UA budgets across Meta, Google, TikTok, Apple Search Ads, and all major ad networks.

Her core expertise spans paid user acquisition, ASO (App Store Optimization), creative strategy for mobile ads, and ROAS optimization. At CAS.AI, Zoriana oversees the company’s $1M+/month UA investment, working directly with partner studios to identify winning creatives, optimize funnels, and scale profitable campaigns into Tier-1 markets.

Zoriana is a recognized voice in the mobile marketing community. She has contributed to industry discussions at conferences and roundtables, including a recent expert panel on ASO and UA integration in 2025 — exploring how paid traffic and organic optimization must work as a unified growth system rather than separate disciplines.

Her data-driven approach combines A/B testing at scale with deep understanding of ad creative performance, audience segmentation, and cross-platform attribution. Zoriana advocates for treating UA and monetization as two sides of the same coin — a philosophy embedded in CAS.AI’s publishing methodology.

Areas of Expertise

User Acquisition (Paid & Organic) App Store Optimization (ASO) Creative Strategy & A/B Testing ROAS & LTV Optimization Mobile Growth Marketing Cross-Platform Attribution (SKAN, MMP) UA Budget Management & Scaling Market Localization

Speaking & Events

Q5 in Game Development: Why CPI Increases and ROAS Drops CAS.AI Channel — 2026
ASO Meets UA in 2026 — Expert Panel CAS.AI Blog — 2026
Scaling 100+ Mobile Games: How PSV Game Studio Uses Tenjin Tenjin ROI 101 Podcast — 2025

Articles by Zoriana Omelchuk

CAS.AI mobile ad mediation dashboard glowing analytics graphic on dark background

AdTech & Monetization

ASO in 2025: How to Make Sure Your App Page Actually Gets Found

In 2025, App Store Optimization (ASO) is no longer a one-time checklist item, but a continuous, data-driven growth strategy essential for organic success. Publishing an app is only the beginning; intense competition on both iOS and Android means high-quality products can easily go unnoticed without robust optimization. Modern ASO demands a nuanced approach tailored to distinct platform algorithms. While the App Store indexes specific metadata fields like titles and subtitles, Google Play analyzes entire descriptions, penalizing keyword stuffing. Beyond text, visual assets—such as icons, screenshots, and preview videos—heavily influence conversion rates and user trust. Furthermore, effective localization goes far beyond simple translation to respect cultural contexts and local indexing rules. By pairing comprehensive semantic research with continuous A/B testing via tools like ASOMobile, publishers can systematically track competitor performance, refine hypotheses, and drive predictable organic traffic growth over time.

September 15, 2025 6 min read

CAS.AI mobile ad mediation platform architecture diagram showing SDK integration, auction process, and ad network connections

AdTech & Monetization

Programmatic Advertising for Mobile Apps: How It Works | CAS.AI

Programmatic advertising is the automated, real-time buying and selling of ad impressions through instant auctions. In mobile apps, this operates as in-app bidding directly inside the mediation SDK, where demand-side platforms bid simultaneously on every impression in milliseconds, ensuring the highest bidder wins. Unlike the older waterfall model, which calls networks sequentially and often leaves money on the table, programmatic auctions force all demand sources to compete at the same time. This maximizes revenue and drives higher eCPMs. However, publishers must navigate unique mobile constraints like privacy frameworks, alongside risks such as ad fraud and brand safety. Mitigating these risks requires publishing an app-ads.txt file and partnering with trusted mediation platforms that verify demand sources. By integrating a reliable mediation SDK, mobile publishers can seamlessly access global DSPs, optimize fill rates, and automate monetization with minimal ongoing maintenance.

October 12, 2024 4 min read

CAS.AI mobile ad mediation dashboard displaying real-time analytics and revenue metrics on a dark background.

AdTech & Monetization

How to advertise your app

Programmatic advertising is an automated, real-time auction that determines which ad wins each impression in a mobile app. Inside the mediation SDK, the ad request goes out to every connected network and DSP simultaneously, not one at a time. Each bidder returns a price in milliseconds, and the highest bid wins before the ad ever renders. This is what separates in-app bidding from the older waterfall model, where networks are called in a fixed sequence, and lower-priority demand never sees the best impressions. With programmatic, every impression goes to whoever values it most, which typically results in higher eCPM and less manual reordering. Mobile adds its own constraints SKAdNetwork, Privacy Sandbox, and device ID limits that make in-app bidding a distinct engineering problem, not a straight port of web header bidding. Publishers access it through mediation platforms like CAS.AI, which connect networks and DSPs into a single real-time auction.

October 8, 2024 14 min read