Alexandra Lamish, CMO of RichAds, oversees marketing for a self-serve advertising platform focused on performance traffic across formats including Telegram ads, push, pop, display, native, direct click, and in-page. Operating across more than 200 countries, RichAds positions itself around scale, traffic quality, and hands-on support for advertisers navigating competitive verticals such as iGaming.
In this CasinoRank Interview, Lamish examines how iGaming growth is reshaping ad tech strategy, from traffic segmentation and publisher quality to compliance, UX-led acquisition, and the growing role of AI-driven discovery. As gambling operators place greater emphasis on long-term player value, the conversation highlights why traffic sources must move beyond volume alone and prove their relevance in a more regulated, data-conscious, and performance-led market.
RichAds works extensively with affiliate and gambling traffic. From your perspective as CMO, how has the growth of iGaming shaped your marketing vision for the company?
Alexandra Lamish: The growth of iGaming has become a major driver of transformation for us. The online gambling market continues to expand rapidly and is expected to reach $123.5 billion by 2026, creating significant opportunities.
At the same time, market growth raises expectations and changes KPIs. Many companies are entering the gambling vertical for the first time and often lack experience in choosing the right formats, KPIs, and scaling strategies.
In response, our strategy focuses on clear segmentation. We understand that no platform can be the perfect solution for everyone. Our goal is to work with the clients for whom our traffic works best and build transparent communication.
It is important for us to clearly explain both our strengths and our limitations — what tasks RichAds solves effectively and when other traffic sources may be more suitable. This transparency helps set realistic expectations and build long-term partnerships.
RichAds now serves clients and publishers in over 200 countries, what have been the most important strategic marketing initiatives that helped you grow global adoption and awareness across such diverse markets?
Alexandra Lamish: Our audience — affiliate marketers and media buyers — is relatively limited and highly mobile. So today our focus is on organic growth and on being visible in AI solutions, rather than broad brand awareness campaigns in certain countries.
We are concerned about how to increase organic traffic, reach top search positions, and appear in AI-driven search and AI chat assistants, since many advertisers now look for recommendations through these tools.
How does RichAds prioritize and foster relationships with its publishers, agencies, and affiliates to sustainably enhance traffic quality and expand distribution?
Alexandra Lamish: Our partnerships are based on three principles: transparency, support, and mutual growth. At the same time, we are placing a stronger focus on attracting high-quality direct publishers.
The logic is simple: better traffic comes from better sources. We actively integrate premium publishers with real audiences and reduce reliance on intermediaries. Combined with our anti-fraud solutions, this approach allows us to maintain stable and predictable traffic quality.
In gambling, traffic quality is everything. What signals or KPIs do you prioritize to ensure that acquired players deliver long-term value, not just short-term conversions?
Alexandra Lamish: KPIs in this market are constantly evolving as competition grows and attracting quality players becomes more difficult.
Strategies should vary depending on the traffic format.
Pop traffic is primarily about scale. Conversions may be lower, but the volume is significant. The key is how advertisers use this traffic — for data collection, audience warming, or retargeting. Our role is to help structure this funnel effectively.
Push notifications require more precise work with offers, creatives, and frequency, especially as Google policies continue to change and maintaining subscriptions becomes more difficult.
Telegram and TMA represent a rapidly evolving ecosystem where trends change quickly. This is where account managers play an important role by providing real-time insights into trending offers and effective channels.
Given the significant investment by casino operators in user experience (UX) and gamification, how can traffic sources best adapt to and support this evolving focus on more immersive player experiences?
Alexandra Lamish: Casinos invest heavily in UX and gamification to retain players. Traffic sources need to deliver relevant users to these products, although ad networks are naturally limited by their formats.
One way we address this is by introducing gamified ad formats. A good example is our Playable Ads format, recently launched in Telegram.
This interactive format allows users to engage with simplified game mechanics directly within the ad. As a result, users experience the product before visiting the advertiser’s site, while advertisers receive a more engaged and pre-qualified audience.
RichAds has consistently appeared in top ad network rankings and reviews in 2025–2026, what milestones or industry recognition matter most to you as a growth and brand signal?
Alexandra Lamish: The most important signal for us is recognition from the professional community and our clients. When industry reviews and forums highlight our approach to traffic quality and data, it confirms that we are moving in the right direction.
Another key indicator is the growth of our educational content ecosystem. Many new clients now come through organic channels after reading our case studies, guides, or webinars.
Ultimately, long-term client loyalty and sustainable growth remain the strongest indicators of brand strength.
With global campaigns spanning many geographies, how do regulatory and privacy changes (e.g., ad tracking rules, data use policies) influence RichAds’ marketing strategy and product positioning?
Alexandra Lamish: Regulatory and privacy changes are something we monitor very closely. Inside the company we maintain an active communication channel between the marketing and legal teams, where we regularly review new policies, discuss updates, and double-check whether certain approaches are fully compliant.
We always avoided “thin ice” situations and make sure all our activities stay strictly within the legal framework of the jurisdictions where we operate.
The regulatory environment is evolving quickly, but we are prepared to adapt. For us, compliance is not a limitation — it is a necessary part of building a sustainable and trustworthy advertising platform.
If you could challenge one common assumption in the ad tech world today, whether about formats, traffic quality, or performance measurement, what would it be and why?
Alexandra Lamish: What are the common assumptions?
What matters most is not blindly following established ideas, but constantly testing new approaches.
For us, the central question remains the balance between acquisition cost, KPIs, and traffic quality. Our strategy focuses on ensuring that every acquired user brings maximum value to the advertiser, regardless of changing trends or regulations.
With a background in digital media and a keen eye for emerging technologies, Ronaldo bridges the gap between players and platforms through clear, insightful reporting to the iGaming industry.
