Mike Wiseman is a marketer, strategist, and creative who has worked his way from the blackboard to the iGaming market. He gained his first experience not in an advertising agency, but in a school for difficult teenagers, where he had to fight for the audience's attention every day and realized that it was the most valuable currency. Over the years, this ability to attract and hold attention has become his main professional strength. Today, Mike works at the intersection of creativity, marketing analytics, and AI technologies, bringing brands out of the shadows in the competitive iGaming space. In this interview, he shares how fakups shape thinking, why AI is not a threat but an accelerator, and how to learn to listen to yourself so that your team, customers, and algorithms can hear you. Was it hard to create a team?...

Imagine the situation: you've written a series of blog articles, uploaded several podcasts, and are posting on social media every day. But when you look at your CRM, there are no sales. The logical conclusion? "The content doesn't work." And this is where most companies make a fatal mistake: they measure a cold audience with warm metrics. Content at the start is not about instant checks. It's about being seen for the first time, remembered, and returned. It does not "close" deals, it starts warming up. So, the KPIs here are completely different: time on page, repeat visits, depth of listening, reactions, and shares. So the question sounds different: not "are there any sales from this," but "do you start warming up a cold audience so that in a few steps it will bring sales?" Why may there be no...

A few years ago, push traffic was considered a gold mine of arbitrage: cheap, massive, and easy to launch. Clicks were coming in hundreds, CPMs were a dime a dozen, and creatives were as straightforward as possible. But the world has changed. Browsers are tightening the screws, mobile OSes are cutting out fluff by the roots, and users are either ignoring or unsubscribing. Meanwhile, advertisers are still pouring in. Why? Because push can still work, but not on a whim, but according to clear rules. There will be specifics, analytics, examples, and tips for those who want to understand whether it is worth launching a push in 2025 or it is another rudiment that will soon follow popunder and clicker. What is push traffic in simple words Push advertising is not a banner on a website, a post in a...

2024 started with high-profile updates in the world of artificial intelligence: improved versions of DeepSeek, Qwen, and Claude neural networks were released. All three systems have significant potential and can become serious competitors to the popular ChatGPT and Gemini. They demonstrate better search, more accurate mathematical calculations, a more natural text style, and even the ability to transcribe videos. To find out which of the new neural networks performs better, we tested DeepSeek, Qwen, Claude, ChatGPT, and Gemini on the same queries. In this article, we will figure out who can be trusted more, who is better at generating texts and finding reliable information. Disadvantages of old neural networks The first thing to understand when working with neural networks is that they do not have critical thinking. That is, no matter how powerful ChatGPT and Gemini are, they do not...

Traffic arbitrage is essentially the skill of attracting people to websites or applications, turning their activity into revenue. The main tool of this process is traffic platforms. They act as a bridge between advertisers and traffic sources. In 2025, this industry continues to change, opening up both new prospects and complex challenges for arbitrageurs. In this article, we will discuss how to adapt to new market conditions, cooperate with traffic arbitration platforms in 2025, and what tools and approaches will help to succeed in this dynamic field. Traffic arbitrage market in 2025: new trends In recent years, traffic arbitrage has been undergoing significant changes due to the emergence of new technologies, platforms, and policy changes by major players such as Google and Facebook. In 2025, these factors will continue to shape the industry. Native advertising and multimedia formats Native advertising...

Latin America is not just about well-known countries like Brazil or Argentina. There are more than two dozen countries on this continent that have their own unique character and are waiting to be discovered. Although most of the region's inhabitants speak Spanish, their cultural backgrounds and worldviews can be strikingly different. Today, we are going to look at two countries whose names sound similar, but they have significant differences - Uruguay and Paraguay! Location Paraguay and Uruguay are located in the southern part of Latin America and border Brazil and Argentina. However, their geographical similarities end there: Paraguay is also a neighbor of Bolivia, while Uruguay has access to the Atlantic Ocean. This geographic advantage has a positive impact on the country's economy. Nevertheless, differences in living standards are not only due to geography. What is the current financial situation...

Google UAC (Universal App Campaign) is a tool for promoting mobile applications from Google. They are a type of advertising campaign focused on promoting mobile applications in the Google Play and Apple Store, similar to CMC and YouTube ads. The distinctive feature of UACs is that they specialize exclusively in mobile apps available for download in the Google Play or Apple Store. How is UAC different from mobile app ads on Facebook? Traffic from certain geographic regions can be significantly cheaper. With a quality app and compelling creative, your ROI can be very high. Google Ads is limited to only basic customization options like GEO, device type, etc. With UAC, you can get much more traffic compared to a single Facebook account each time you run a campaign. It is advisable to avoid creatives that are too rigid and don't...

Ready, set, SiGMA! In just a few weeks, many of us will be packing our bags and heading to the long-awaited summit in Rome, to meet others, show what we’ve got, and get inspired. Under one roof, operators, teams, partners, and affiliates will come together to share insights, discover new opportunities, and form partnerships that move the industry forward. That’s what we love about SiGMA — it’s all about real energy and meaningful connections. This year, Moon Partners will be there too, at booth #5024. We’re coming not just to shake hands, but to meet our partners in person, share insights, and show our vision for the future of affiliate marketing. And of course, we’re making a solid plan to get the most value (and the best new connections) out of the event. Here are a few tips that might...

In 2025, marketing without artificial intelligence is like giving up transportation. It's technically possible, but why torture yourself like that? While some spend hours creating creatives, their competitors are using free AI to create images, videos, and texts, test, audience, and optimize campaigns with greater precision. The market is flooded with AI tools, but it's not immediately clear which one is the best to test and whether it's worth the time (and money). The good news is that there are free services that are useful in practice. We have tested dozens of tools and compiled the TOP that really saves time and money. Universal AI assistants ChatGPT - the operational brain If you are not using ChatGPT in your marketing yet, you are living in 2020. This tool has become an industry standard for a reason. What it can do...