Recent articles

For most people, 2025 was a year of turbulence, fatigue, and constant adaptation. But not for Dima, Head of Growe Partners, who is used to looking at the year not through the calendar, but through numbers, metrics, and internal achievements. At a time when the industry was struggling for stability, he was setting his own records: working closely with partners, closing ambitious deals, and at the same time managing to achieve the legendary 1% in Whoop Recovery, an achievement that only 0.5% of users can boast. We talked to Dima about his year in numbers: how many campaigns really mattered, which metrics skyrocketed, what AI gives real ROI, whether mistakes are really mistakes, and how many days in 2025 he was truly happy. Spoiler: 364 out of 365. This is a conversation about a changing industry, about work that has...

Advertising in Google Ads has long since ceased to be a matter of “launching a campaign and it works.” Algorithms have become much stricter, policies more detailed, and the system increasingly blocks not only individual ads, but entire accounts. The reason is simple: Google spends billions on search quality and user safety, and any ad that seems unreliable, risky, or technically flawed automatically falls under increased scrutiny. Today, it is not enough to simply have a good product. It is important how you advertise it: whether the text is correctly formulated, whether there is consistency between the ad and the landing page, whether you exaggerate the benefits, whether you present the terms and conditions transparently, and whether you avoid technical errors. Even a legal and “white” offer can be blocked if the page loads too slowly, contains questionable elements, or...

TikTok is entering 2026 with a new advertising reality. The platform is rapidly increasing the volume of AI content, and this is forcing TikTok to change its approach to video moderation and transparency about their origin. Whereas previously the question of “AI or not AI” was more of an ethical nuance, now it is part of official policy, affecting rankings, audience trust, and the effectiveness of advertising campaigns. TikTok has already introduced mandatory labeling of AI-generated or significantly altered videos. The platform uses C2PA metadata, invisible watermarks, and proprietary algorithms to identify AI content. In addition, users have been given the ability to independently control how much AI video they want to see in their feed. This means one thing: how advertising video creatives are created will now directly affect impressions, engagement, and conversions. Therefore, in 2026, it will be...

In the first part of our December playlist, we learned what makes colleagues immerse themselves in work, catch focus, and try not to dance under Zoom circles. But December is long, and the mood changes every day — from “EBS mode” to tangerine comfort. So we continued to ask the team about the main thing: what they are listening to right now. This is the second part of our December musical playlist, where each track has its own character, each genre smells of the holidays, and the answers are as lively as December itself. Let's go listen further. What are you listening to right now while you work: one track or one genre that keeps you focused? Victoria Bakalova Listen, when it comes to generating ideas: We listen when we make big plans, and they are sure to come true:...

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...

Arbitration has long ceased to be a “toy business” with infantile dreams of “quick wins” and has become a story about a strong team and strategy. Managers no longer look only at yesterday's profits — they are nervous about anything that destroys consistency, responsibility, and healthy teamwork. When there is a position but no responsibility Lana, owner of Conversion Club, is most annoyed by the feeling that everyone wants a good position but does not want to take on the burden of decision-making. People agree to the status of “lead,” “head,” or even “owner,” but they don't fully understand their job responsibilities and don't ask, “What exactly am I responsible for and what results should I deliver?” Another trigger for Lana is the cult of titles. Everyone suddenly became “owners” and “media people,” even though the market can clearly see...

Advertising platforms in 2025 operate according to their own logic and moderation rules, and understanding these differences has a critical impact on whether an ad will pass moderation or be banned. Although Meta, TikTok, and Google appear to be simply different places to place ads, each platform has actually built its own philosophy of security, transparency, and user interaction. That is why the same ad can pass moderation perfectly on TikTok but be blocked on Meta, or vice versa. For some, nativeness is crucial, for others, it's the technical quality of the landing page, and for others, it's the behavior of the advertising account. In this section, we'll break down the specific requirements of different platforms, why they are so strict, and how their algorithms for evaluating creatives and landing pages work. This will help you understand: what you can...

December always sounds different. Some people turn on classical music to stay focused, others listen to Slipknot to get into “maximum productivity” mode, and still others listen to jazz, which smells like warm garlands and prosecco. We asked representatives of Ukrainian digital, marketing, and creative industries what music they listen to on workdays and what gets them in the New Year spirit. The result is here! A true anthology of December soundtracks: from piano classics to 2000s pop-punk, from Dorofeeva to Frank Sinatra, from hard rock at the beginning of the month to a jazz finale. In short: this is a playlist in which everyone will recognize themselves or their mood this December. What are you listening to right now while you work: one track or one genre that keeps you focused? Ivan Zayets I love listening to YouTube playlists...

Google does not block texts created by artificial intelligence. The company has clearly stated that it does not matter who wrote the text — a human or AI. What matters is how useful, original, accurate, and reader-oriented it is, rather than search engine-oriented. In this article, we will explain how to safely use AI in content and not be afraid of penalties, as well as how to optimize texts so that they rank in 2024–2026. Why doesn't Google penalize AI content, but penalizes poor content? Many people still believe in the myth: “AI content = penalties.” I used to fear this too. But Google's position remains unchanged: Google does not penalize AI. Google penalizes poor-quality texts. Therefore, our focus should not be on whether it is “acceptable” to use artificial intelligence, but on what content we publish and whether it...