In 2026, Meta decided to establish itself as a tool for scaling online businesses. They became an ecosystem with creativity, data, and automation for business results. Let's take a look at what really works in Meta Ads in 2026, why classic approaches no longer have the same effect, and how forward-thinking brands are winning with faster, smarter, and more high-performance campaigns. In particular, those who work with agencies like ZapMinds and focus on a systematic strategy rather than “tweaks.” AI audiences are our everything In 2026, Meta Ads fully integrated AI-enhanced targeting. Manually compiling audiences based on demographics is gradually becoming a thing of the past. Meta Platforms' algorithms are coming to the fore, forming audiences based on behavior, purchase intent, and real-time interaction signals. What works now? Automatic interest and behavior signals Algorithms themselves predict who is more likely...

Today, direct contact with a brand is delayed: first impressions are formed through AI responses, snippets of reviews, and third-party mentions across various channels. Trust is partly beyond the company's direct control and is read by users long before they click. At this point, the role of artificial intelligence becomes much more significant: the image is not simply displayed — it is interpreted, aggregates reputation, is retold in other people's words, and highlights recurring patterns in feedback and mentions. Brand reputation goes beyond the role of a marketing consequence and becomes part of the first contact. AI reads and scales all signals simultaneously, making the distinction between promotion and reputation functionally irrelevant. How AI affects brand trust At the level of audience interaction, the changes affect not just one process, but the entire architecture of contact. These are not point...

2025 marked a turning point for Makeberry Affiliates. After a year of structural changes and strategic decisions, the start of a new year is the right moment to consolidate the results and define the direction ahead. Key outcomes of 2025 Throughout the year, Makeberry Affiliates consistently expanded its partner ecosystem. More than 10,000 conversations with potential partners led to a 300% increase in the network and provided valuable insight into real market demand. As a result, 224 new brands were onboarded, traffic coverage expanded to 196 GEOs, and the number of active advertisers increased by 80%. Another major development was Makeberry Affiliates’ transition into the role of a direct advertiser for 3 products – RocketPlay, WinSpirit and LuckyHills. This shift gave the team direct control over the entire player lifecycle, from acquisition through to monetisation, and made it possible to...

In 2026, mobile advertising no longer needs to prove its effectiveness; it has become the foundation of the digital market. Analytical reviews by Business of Apps clearly show that most content consumption occurs on mobile devices, and advertisers' attention is shifting there as well. A smartphone is not “just another screen,” but the main point of contact between the user and the brand, where people watch videos, read news, play games, shop, and make decisions. Because of this, mobile advertising is no longer a separate area within marketing. For brands, it is becoming the foundation of their digital strategy. AVOW materials repeatedly emphasize that mobile formats are no longer used “for testing” or as an addition to desktop campaigns. On the contrary, it is mobile scenarios that are now driving the logic of reach, engagement, and scaling. Everything else is...

RevDuck is an affiliate that has achieved good results in the Tier-1 gambling market in a short period of time thanks to its fast processes and team. Their Team Lead shared insights into their daily work: from KPI control to partner decisions. This article will be useful for executives, arbitrageurs, and managers on how to maintain a strong team that consistently delivers on its plan. The role of a team lead: from chaos to consistency Every day, RevDuck's team lead is responsible for the stability of the team: “analytics, KPI control, manager support, process optimization, quality communication, and partner decisions.” His task is to keep up the pace and help the team achieve results. He describes himself in one sentence: “I am the one who helps the team grow and work confidently.” This is important for arbitrageurs: the team lead...

Not only technical errors or failures can be annoying at work. Times change, and with them the values, expectations and internal problems of the sphere. Let's evaluate the biggest "freaks" that in reality annoy arbitration experts. When a manager... Yaroslava, CBDO Wild Wild Leads, says that the TOP-3 "freaking moments" include these: When managers come with questions "who are you, what kind of traffic do you have, pour it on us", and they themselves have NDAs and cannot tell about themselves normally. Have you ever seen an "epic scene" when a manager sends statistics on the spilled traffic, and it seems that he himself does not understand anything about it? Well, it is definitely not cool. When the quality of traffic is at its best, and you are not given a daily cap. It would seem that it is all...

Everyone wants to "show results," but instead they show themselves with perfect lighting, retouched numbers, and no hint of fakery. Such texts resemble not the work of marketers, but a LinkedIn post about "successful success." And while it sounds nice, it doesn't add to credibility. A good case study is not a press release with pathos and clichéd phrases. It's a documentary with characters, mistakes, changes in plans, and figures that you're not ashamed to share. It should contain life, not corporate glitter. The problem is that brands are often afraid to look imperfect. And this is how they ruin themselves. Because trust is not born of perfection, it is born of honesty. A case that does not inspire trust is more damaging than its absence. Let's see what five common mistakes in case study content turn a success story...

Automated content is a commonplace today, but it is especially important for copywriters and marketers to control the quality of such texts. Even though AI content helps to reduce costs and fill websites quickly, it can harm reputation and SEO without a competent AI check. That is why AI checking has become a standard routine for those who want to convert traffic into sales and maintain trust among both search engines and readers. Why is AI checking important for everyone who works with content? Generating content with AI is fast and convenient, but without the final ai check, you can get a "flat" and uninteresting text. The ai check helps to add "soulfulness" to the content and make it natural, closer to humans. This means better visibility on Google and higher traffic. But the main thing is that it shows...

An important insight: In 2025, advertising is experiencing a shift from clicks to attention. CTR is an indicator of the attractiveness of an ad, but dwell time shows true engagement. Campaigns that are optimized to increase user attention yield 41% higher brand lift. However, there is no main metric - you need a portfolio of KPIs for specific business goals, so let's talk about it further. What are metrics in digital advertising Metrics are tools for measuring the effectiveness of advertising campaigns that help to evaluate the effectiveness of the money invested. What are metrics in simple terms? This is a numerical indicator that demonstrates a specific aspect of audience interaction with an ad or content. Marketing metrics fall into several categories: Attractiveness metrics: CTR, CPM, reach; Engagement metrics: dwell time, time on page, scroll depth; Performance metrics: CPA, CPO,...