40 articles about the market

Launching looks technically simple — and that is exactly where the most expensive mistakes hide. Five of them, and the right order of actions.

Five ASO levers — title and keywords, screenshots, ratings, localization, and the paid-organic feedback loop — that lower install cost without extra budget.

CPA networks, targeting and direct placements differ not in lead cost but in how they split risk, control and launch speed — when each one is the right call.

A five-point, 20-minute checklist — EPC, approval and hold, competition, the funnel as a user sees it, restrictions — that filters out most weak offers before launch.

Four elements of a brief — the audience's real objection, prior test data, platform-native norms, and kill criteria — without which a creative team is guessing blind.

Five principles for a durable creative testing pipeline — separating concept from execution to a shared results log — that hold up across multiple offers and GEOs at once.

A structured methodology for building and validating Facebook creative — from a wide test start to scheduled rotation — before committing real spend.

The right frequency cap varies sharply by format and vertical — how to set it and when to revisit it before it quietly burns budget on audience fatigue.

Gambling ad compliance is dozens of overlapping national and platform rules, not one checklist. What to verify per GEO before launch.

How the Google Ads "shared budgets" mechanic works as a way to ramp spend fast on a risky campaign — with the caveat that it is a tool for a specific situation, not a default strategy.

A playbook for Black Friday through New Year: booking creative early, budgeting for CPM spikes, a fallback GEO, and using the January lull.

A running read on where traffic is working right now: Telegram Mini Apps, crash games, trust-layer funnels, and financial offers in Southern Europe.

Four offer-selection filters — unit economics, network reputation, fit with proven combinations, and a disciplined test — that filter out roughly 70% of offers before a euro is spent.

A current view of what actually works in iGaming traffic in 2025: Telegram Mini Apps, crash games, trust-layer funnels, and compliance discipline.

The real impact of ATT on tracking is narrower than the panic suggests — what actually broke, and how CAPI and first-party data recover visibility.

An autumn snapshot by GEO and vertical: iGaming strengthening, nutra staying stable, a seasonal lift for financial offers in Italy, and app installs trending well in Southeast Asia and CIS.

A spring snapshot by GEO and vertical: iGaming expanding beyond its strongholds, nutra staying reliable, strong financial offers in Italy, and app installs shifting toward Southeast Asia and CIS.

Creative fatigue in Meta Ads shows up in frequency and CTR trend before CPA does. A rotation system built ahead of fatigue, not chasing it.

Native networks all pitch the same story, but differ in inventory quality, placement control, approval speed and account support. What to check before choosing one.

What actually works in nutra traffic in 2025: deliberate niche selection, age targeting, a calmer creative tone, pre-lander quality, and horizontal scaling.

European advertisers are shifting back from reach-driven brand campaigns to measurable performance, as boards demand direct budget-to-revenue attribution and brand spend gets funded only after performance proves ROI.

Push is one of the cheapest traffic sources, but default settings leave real performance on the table — frequency capping, subscriber base age, and creative testing.

How to structure processes so a remote team of 100+ people across countries works as one system rather than a hundred independent freelancers.

Scaling budget is easy; keeping ROI is hard. Three approaches to scaling Meta campaigns without resetting the algorithm's learning phase.

Browser-pixel-only tracking has been quietly losing accuracy for years due to ad blockers and iOS privacy changes. What server-side tracking (CAPI) actually fixes.

Snapchat remains undervalued relative to its real reach among under-25 audiences. Format, production speed, AR lenses, and category restrictions.

India is one of Telegram's largest audiences worldwide, and in-app advertising through Mini Apps is still far from saturated. Formats, localization, and whitelist building.

Direct placements in Telegram channels remain one of the few traffic channels where price and quality are set by negotiation, not auction.

TikTok's ad platform has matured, but e-commerce campaigns copied from Meta's playbook consistently underperform those built around the platform's actual content norms.

In 2025, TikTok is already cheaper than Meta by CPM in several European geos. What actually works, what fails when porting Meta playbooks over, and which verticals scale best.

Five currently standout GEO-vertical combinations, based on results from the team's live campaigns in August 2025.

Proxy infrastructure quietly determines whether a campaign survives its first week. What to look for when evaluating providers in 2025.

Ad platform ROAS is not real ROI. Why last-click attribution and revenue-based math distort scaling decisions.

A breakdown of launching a financial offer in Italy on push traffic over a 26-day campaign: setup, creative testing, optimization, and final numbers.

Attribution window choice is one of the most underrated campaign settings. How getting it wrong kills working campaigns early or masks a fading one.

EPC is often treated as a vanity metric, but used correctly it is a genuinely useful way to compare offers and sources without a single CPA structure.

Video is one of the least-used native ad formats inside Telegram Mini Apps. Format basics, rotation, and which verticals see the strongest engagement.

Manually curating whitelists stops working once more than a couple of campaigns run in parallel. Building whitelist and blacklist workflows that actually scale.

Winrate is one of the most underrated diagnostic metrics on ad platforms. How to read it alongside spend, conversion, and CTR.

Before the new campaign year, a structured audit catches drift that quietly builds up over months. A five-point checklist.