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In 2025, a marketer without AI looks as strange as a targeting specialist without Facebook Ads Manager. The speed at which digital is changing simply doesn't allow you to work the old-fashioned way: you need to test creatives every day, launch campaigns for dozens of GEOs, count funnels, make content, and report to clients. Without the support of artificial intelligence, all this would have turned into chaos a long time ago. But there is one problem: most top AI services cost as if you were buying another person to join the team. Paid rates bite, and it is not always clear whether these tools are really worth it. The good news is that there are dozens of free AI services on the market that help to solve key tasks of marketers. These can be tools for texts, free AI image...

Not long ago, affiliate marketing in iGaming worked on a simple principle: the faster you pushed traffic, and the more of it you delivered, the bigger the payout. However, the industry has matured. Operators are no longer willing to invest heavily in undifferentiated traffic streams in the hope of a lucky conversion. Expectations have risen: affiliates must now deliver not only scale but also predictability, transparency, and consistent quality. At the heart of this shift is traffic segmentation – a strategic approach that enables both advertisers and affiliates to manage campaigns with far greater precision, setting new benchmarks for collaboration across the industry. The strategic value of segmentation was highlighted at Sempro Fest, where Valentyn Halchuk, Head of Business Development at Makeberry Affiliates, shared his team’s experience. By applying strict segmentation, Makeberry Affiliates drives traffic worth millions of dollars each...

In our industry, merch has long ceased to be just a "souvenir". It's not a cap with a logo that you leave in a drawer after an event, or a T-shirt that you're ashamed to wear. Today, merchandise is an extension of the brand, its language and the way it speaks to its community. But how do you create things that you want to wear every day, not just at a conference? How to find a balance between brand recognition and style? And what's more important: to make one "wow-thing" for a few people or to give basic but thoughtful things to hundreds? We talked to the FRBS and 1win teams about what merch means to them, why they do not pursue pathos, what items have become favorites, and how even an ordinary shopper can turn into a must-have of...

New investment case on the Ukrainian market attracts attention of experts: fund NetSolid Investments announced a strategic partnership with the media buying agency GOATS. This decision becomes especially interesting against the backdrop of a general resumption of activity in the Ukrainian tech ecosystem. Details of the agreement and its context The investment agreement provides not only funding but also comprehensive support for the agency in achieving its ambitious goals. Stanislav Dobrev, Managing Partner of NetSolid Investments, emphasizes that the deal is aimed at scaling the business several times. Key areas of cooperation include: Expansion of activities in new geographical regions; Strengthening positions in working with direct advertisers; Diversification of agency services; Building a team of professionals. According to Dmytro Lizanets and Vadym Kuzmytskyi, founders of GOATS, the partnership opens up new opportunities for raising quality standards in performance marketing. And...

In the world of arbitrage and digital marketing, creatives make all the difference. One visual can take a campaign to the skies, while another can drain a budget to nothing. But it's not just about colors or pictures. More and more often, designers talk about the tone of voice in the visual, the very "vibe" that the audience feels when they see an ad. It can be a serious presentation with graphs or a meme you send to a friend at two in the morning. And it's this tone that determines whether people will stop at your creative. We talked to Kateryna, Leadpanda's designer, about how she captures this tone and turns images into creatives that "take up space in the user's head." In this conversation, we'll share honest insights on how to understand when a visual is burning out,...

Ten dates without a spark is painful, but you have to keep going. And honestly, the problem is not in the font. The problem is in the message with which people are addressed, and in the fact that they are speaking to the "wrong people" or in the wrong way. This is a text for those who have spinning impressions but no action. The goal is simple: learn how to change your tone and delivery so that the right eyes finally respond. What is "tone in visuals" Tone is not "what font to use", although the font also plays a role in perception. But it is a way of conveying an idea: calmly or persistently, with humor or business, "leading by the hand" or "pressing in the forehead". The manner of the text is created by the headline, body text,...

Marketing in Ukraine today is faced not with a lack of ideas, but with a reality where news can “eat up” any product presentation, and the advance of trust is very easily taken away. Creative is a tool, and our digital specialists are quite good at using it (although of course not all of them). But there is also a problem in the general context. Therefore, further on — about what exactly breaks sales efficiency and how to adapt to it so that the results please. Who will it be useful for For marketing managers, business owners and employees of creative professions who “have creativity, but little effect”. If you are here now — it’s definitely for you! Context diagnostics: changes after the invasion Before discussing the “5 reasons”, it is necessary to record four structural changes in society that...

You launched an ad, the offer is top-notch, the creatives are catchy — but there’s silence at the exit. Zero conversions, the budget is going down the drain. Sounds familiar? And you’re already starting to suspect everyone: the affiliate, the advertiser, the algorithms, even Mercury in retrograde. But often the problem is more banal — you’ve led traffic to the wrong place. Because there are two different “gates” for the user: landing and pre-landing. One immediately pulls you to purchase or register, the other pauses and explains why it’s worth clicking further. And if you mix up the roles of these pages, you can burn the connection before it even has time to earn its first dollar. In this article, we’ll analyze: what are landing and pre-landing, how do they differ, in which cases do they work, and when do...

Imagine: you just decoded what CPA is, and you almost feel like you’re “in the know.” But then three new abbreviations appear on the horizon — CPL, CPS, CPI. And again, that same vibe, as if you were called to the board in an algebra lesson: everyone confidently nods, and you sit and think whether you can just “scroll through” this moment. Spoiler: you can’t. Because it’s these letters that determine how much you’ll actually earn and whether you’ll blow your budget. So let’s understand in simple words, with examples and even typical fake-outs — so that after this article you can calmly talk about CPL, CPS and CPI without Google Translate in your head. What are they anyway? Three letters that decide the fate of your advertising campaigns: CPL, CPS and CPI. It sounds like a spell from Harry...