At AdOperator, we love sitting down with people who are reshaping the ad tech space — especially when they bring real, hands-on solutions to performance marketing challenges. We recently had the chance to catch up with Oleg Martynenko, CEO and founder of UBIDEX and Pragmaspace, for a candid conversation about iGaming, retargeting, automation, and what’s next for programmatic advertising.
What started as a deep dive into platform features quickly turned into a broader discussion about where the industry is heading — and how smart retargeting strategies can make or break user retention in 2025.
Tatiana: Let’s start at the beginning — Oleg, how did your journey in ad tech actually begin?
Oleg: My journey started in engineering, but over the years, I shifted my focus to building businesses that solve real challenges in the ad tech industry. Today, as the CEO and founder of UBIDEX and Pragmaspace, I’m focused on delivering cutting-edge advertising solutions that help iGaming companies scale efficiently. My team and I specialize in programmatic advertising, cookieless retargeting, and user retention — areas where staying ahead of industry changes is absolutely essential.
Tatiana: UBIDEX is pretty well-known in the iGaming world, but I feel like not everyone knows the story behind the platform. Was there a moment when you realized: "Alright, the market needs a smarter solution — let’s build it"?
Oleg: UBIDEX was born out of market demand. While scaling Pragmaspace as a leading ad tech outsourcing company, we worked closely with businesses that struggled with fragmented tools, inefficient campaign management, and the increasing complexity of privacy-first advertising. We realized the industry needed a unified, intelligent solution.
So, we built UBIDEX—a platform designed to simplify programmatic ad buying and retargeting while ensuring transparency, efficiency, and, most importantly, results. Today, UBIDEX is a trusted partner for iGaming operators, helping them drive retention, maximize ROAS, and stay competitive. Our team consists of top-tier specialists who continuously refine our technology, ensuring our clients always have the best tools.
Tatiana: Let’s talk about retargeting. It feels like one of those tools that’s massively underestimated. Why do you think it’s becoming even more critical in 2025?
Oleg: Because competition is skyrocketing! Players have more options than ever, and if you’re not keeping them engaged, someone else will. Retargeting reminds players what made the experience enjoyable in the first place. It’s like a gentle nudge saying, “Hey, remember the fun you had? We’ve got something new for you!”
Tatiana: Everyone’s chasing acquisition — that’s the attractive part. But we know retention is where real ROI lives. Why should operators start giving it more attention?
Oleg: Because retention is what drives long-term profitability. Acquiring new players is expensive, and without a solid retention strategy, many will churn before their first deposit. We’ve seen operators cut acquisition costs significantly just by improving retention with retargeting. UBIDEX helps brands re-engage players throughout their journey, ensuring they don’t just sign up — but keep coming back and depositing.
Tatiana: So it's not just about running ads, it's about keeping the relationship alive — right?
Oleg: Exactly! Retargeting isn’t just about showing ads — it’s about maintaining a relationship. A player might leave, but the right message at the right time can bring them back.
Tatiana: But let’s be real — there’s always that fear of overdoing it. How do you make sure your retargeting doesn’t cross into “annoying” territory?
Oleg: From our experience, balance is everything. If a player sees the same ad five times in an hour, they’ll tune it out—or worse, get annoyed. Our clients use frequency capping and smart segmentation to ensure ads feel like helpful reminders, not spam.
Tatiana: And personalization plays a huge role here. But what does that actually mean in practice? How do you define good personalization?
Oleg: Simple—people respond to things that feel relevant. From what we see working with different brands, the best results come from analyzing player behavior—like what games they enjoy or how often they deposit—and tailoring offers accordingly. If you’re a blackjack player, would you care about a slot promo? Probably not. Retargeting works best when it’s tailored.
Tatiana: Okay, but to personalize well, you need a solid data structure. How do you approach that? What kind of user behavior do you track?
Oleg: It starts with data. You need to track player behavior—what they play, how often, and how much they deposit. That allows you to segment players and create messages that actually speak to their interests.
Tatiana: Another challenge — people are jumping between devices like crazy. How do you keep retargeting seamless across platforms?
Oleg: That’s a big challenge! A player might start on desktop, then switch to mobile while commuting. If your retargeting isn’t seamless across devices, you’ll lose them. That’s why cross-device tracking is so important—it keeps the experience connected no matter where they log in.
Tatiana: Now, let’s talk about trust. Privacy’s a huge concern now more than ever. How do you balance effective retargeting with respecting user data?
Oleg: That’s why first-party data is key. Instead of relying on third-party cookies, operators should use data players willingly provide—like preferences and gaming habits. Retargeting should feel helpful, not intrusive. “We noticed you love poker—here’s an exclusive invite” feels good. “We’re tracking everything you do” does not.
Tatiana: And what about the players who’ve gone totally silent? What’s your approach to reactivating inactive users without sounding desperate?
Oleg: Timing and relevance. If someone hasn’t logged in for a month, don’t just send a generic “Come back!” Instead, remind them of what they loved. Also, don’t spam—nobody likes that.
Tatiana: And if they’re just... done? Do you move on? How do you know when to let go?
Oleg: Accept it. Not every player will come back, and that’s okay. The goal is to re-engage the ones who still have an interest, not to chase ghosts.
Tatiana: You’ve come a long way already. What’s next for UBIDEX? Any exciting features or integrations on the horizon?
Oleg: As industry leaders, we don’t just adapt to changes—we anticipate them. Right now, we’re advancing our cookieless capabilities and expanding automation features to make campaign management seamless.
We’re also integrating with more traffic providers to ensure our clients have broader reach and deeper analytics. Transparency and efficiency remain our top priorities, and every innovation we introduce is designed to help iGaming businesses optimize their ad spend and boost retention. UBIDEX isn’t just a platform—it’s a competitive advantage in a market where every player counts.
Tatiana: Let’s be honest — a lot of operators still struggle with retargeting setup. There’s data, segmentation, creatives... it can get overwhelming fast. What’s your advice for those who are just trying to get it right without going crazy?
Oleg: Don’t overcomplicate it. Handling everything manually can be a daunting task. UBIDEX team helps with all the processes—segmenting audiences, tracking engagement, and running cookieless ads. That translates into better results — with a lot less effort.
Tatiana: Okay, final question — if you had to sum up the perfect retargeting strategy for 2025 in one sentence, what would it be?
Oleg: “Right player, right message, right time.” Nail that, and you’re ahead of the game.
Tatiana: That wraps up our interview. Oleg, thank you for the insightful conversation. And to our readers — if you want to explore how clean mobile traffic and smart retargeting can fuel your campaigns, we’re here to help.
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