The iGaming market is developing extremely fast, and technological innovations are becoming the basis for the success of large players. However, should smaller companies also invest in their own IT solutions?
Traffic Squad confidently answers: yes, they should! The team has gone from depending on third-party services to creating its own IT ecosystem and is now ready to share this experience.
The key to efficiency in affiliate marketing
The competition in the media buying market is fierce, and companies are forced to look for ways to increase efficiency. One of the key tools is proprietary IT solutions that allow automating processes and controlling data flow.
“When a company becomes big, it acquires a lot of services and data that need to be managed effectively.And there are two options here: either buy ready-made solutions or create your own.We realized that there are no products on the market that fully meet our needs, so we decided to develop our own IT solutions,” says Artem Lashko, COO of Traffic Squad.
“This way, we can kill two birds with one stone: it saves resources and minimizes the influence of the human factor. Katya, Product Owner ERP, recalls: “We already had a rough CRM for pharma, but it became clear that it was not enough.We transformed it into a modern, technological ERP that takes into account the real tasks of the teams.”
From chaos to an integrated system: how did ERP cover internal pains?
Before ERP was implemented, the work of the Traffic Squad teams resembled a multi-level maze: dozens of Google spreadsheets, manually made calculations, chat requests, and complex analytics that were difficult to update in time. All the important information was stored in different tools, and almost everything had to be manually consolidated. This not only slowed down the work, but also created a constant risk of errors and losses.
To break this vicious circle, we created our own ERP — a single internal system that takes into account the real processes and pains of each team. Now everything we need is in one place:
When your customer is your own team…
We developed the ERP ourselves to meet the needs of our internal team. We were able to “approach, ask, click”, quickly test hypotheses, and implement changes quickly. We communicated directly with those who actually work with the system on a daily basis.
Katia, ERP Product Owner, recalls: “We conducted a lot of customization interviews.I went through buyer training myself to understand what they really needed.We didn’t invent functions — we solved real pains.”
In the process of development, we immersed ourselves in the specifics of each area: buying, pharma, affiliates. Thanks to this, the ERP turned out to be not “abstractly convenient” but precisely tailored to real tasks.
The backlog is formed for a year in advance and includes requests from teams, adaptation to market changes, and development of new features. All of this is done not in isolation, but in conjunction with internal customers — the people who will use what we have implemented.
The result? Less chaos, more speed and accuracy. This development has given the teams not just convenience, but consistency, scalability, and the feeling that the product was truly created for them — and with them.
Traffic Squad control center
One of the strongest advantages of ERP is the ability to respond instantly. That’s why the system has created the role of integrators, specialists who are responsible for quickly creating offers, setting them up, testing them, automating processes, and transferring all the necessary data to the tracker. Thanks to them, it takes minutes to launch new offers, and problems with tracking are immediately visible.
Yulia, Head of IT Department, explains: “We can launch and test offers very quickly.The ERP immediately highlights problems through alerts, and this gives us proactivity and efficiency in solving them.”
The ERP system has become a central control element: it monitors domains, trackers, service subscriptions, traffic, and automatically generates notifications when renewals or verification are needed. This minimizes the risk of human error and ensures traffic stability and quality.
“If you forget to renew a tracker or an important domain, the traffic simply merges.ERP insures us against such losses,” adds Yulia.
At the same time, the system generates reports, builds dashboards, and provides access to real-time analytics — both at the buyer and C-level. All decisions are made based on data, not feelings.
Vlad, Head of Media Buying Dep, emphasizes: “Without a high-quality ERP, everything is based on people and chaos.With it, you see the whole picture, optimize and act faster.It’s not just a convenience, it’s a strategic advantage.”
Lera summarizes: “No external service has given us what our own development has given us.We built it for ourselves, and we hit the mark.”
Automate everything that can be automated!
Traffic Squad has proven from its own experience that investing in IT solutions is not just about optimizing processes, but a way to become stronger in the market. The company has gone from being dependent on third-party services to creating its own IT ecosystem, which gives it more control, speed, and flexibility.
“Automation and full control over key business processes is not a fashion trend, but a necessity.Otherwise, you just lose money,” Artem concludes.
So the conclusion is simple: if something can be automated, automate it. This will help you scale, reduce risks, and gain a competitive advantage.