Adera is a full-cycle iGaming agency, and timing was everything when they got started back in 2020. By the time they were up and running and building their client base, the iGaming advertising market was already packed. By 2022, it had basically become one of the most cutthroat digital advertising verticals out there.
Every iGaming brand was running display. Every agency was offering the same standard formats. The audience had seen all of it before.
Adera partnered with Epom Ad Server to mix things up and get noticed. The partnership covered a range of areas, including creative formats, delivery controls, and audience targeting, and each element was aimed at tackling a specific problem that was stumping the agency with clients.
The Visibility Problem: When Every Brand Looks the Same
iGaming audiences are exposed to advertising at a volume that most other verticals don't come close to. Betting brands, casino promos, free spins offers – the inventory is dense, and the creative often looks interchangeable.
For Adera's clients, trying to stand out in that chaotic environment with standard banner ads was a losing battle. The formats were so familiar that users had learned to just ignore them, and even when they were getting impressions, nobody was really paying attention.
The creative needed to change. Not just its content, but its format too. Something that felt different enough from the standard inventory for users to actually notice.
The Engagement Problem: When Users Stop Seeing Ads at All
The second problem was on the delivery side.
Even when creative was working, overexposure was killing it. Users seeing the same ad too many times stopped registering it. Frequency without control doesn't just reduce performance – it actively damages it, creating negative associations with brands that would otherwise be converting.
Adera needed a way to control how often each user saw each creative. They needed a smart cap, calibrated to keep ads visible without becoming noise.
The two problems combined meant Adera's campaigns were fighting on two fronts: creative that just wasn't different enough to get noticed, and delivery that wasn't controlled enough to keep users engaged.
What Epom Ad Server Brought to Each Problem
Custom ad templates – skins, catfish, and outstream video
Epom Ad Server created three custom ad formats specifically for Adera's campaigns: skin ads, catfish ads, and outstream video ads. These weren't variations of standard banner formats – they were formats that behaved differently within the page environment and created a visual experience users hadn't already tuned out of.
Each format drove traffic directly to clients' landing pages. The CTR improvement came directly from the creative change.
Smart ad capping
With the creative problem addressed, Adera implemented Epom Ad Server's smart ad capping limits across campaigns. The approach controlled exposure at the user level – enough impressions to build recall, not so many that the ad became background noise.
The retention improvement traces back here. Users who weren't overexposed stayed more engaged with the advertised brands. Frequency control didn't reduce reach, it improved the quality of the remaining impressions.
Category targeting
Adera also used Epom's precise category targeting to narrow delivery toward audience segments with the highest demonstrated interest in iGaming content. Broader distribution was replaced with precise placement – ads reaching users already in the right context to engage.
More relevant targeting produced better conversion rates. The 125% increase in registrations reflects what happens when both creative and audience quality improve simultaneously.
Full tech and business support
Throughout the collaboration, Epom provided ongoing technical and business support alongside the platform itself. Campaign issues were resolved quickly. Optimization decisions were made collaboratively rather than in isolation. The 48% reduction in ad discrepancy is partly a function of reliable Epom Ad Server delivery infrastructure and partly the result of having a support team that catches and fixes problems before they compound.
| Before | With Epom Ad Server | |
| Ad formats | Standard banners | Custom skins, catfish, outstream video |
| Audience targeting | Broad distribution | Category-based, interest-matched |
| Ad exposure | Uncontrolled frequency | Smart ad capping per user |
| Technical support | Limited | Full tech and business support |
The Numbers
Some results confirm a hypothesis. These confirmed that all three variables – creative format, audience targeting, and delivery control – needed to change together.
Adera's results show the compounding effect of getting three things right at the same time: creative format, audience targeting, and delivery control. Each improves performance on its own. Together they produced a 125% registration increase, which doesn't happen when only one variable changes."
The 34% increase in CTR is a direct result of the creative change. Custom templates did the trick.
The 125% registration increase reflects what precise category targeting produces when combined with creative that converts. Reaching the right user with the wrong format, or the right format with the wrong user, produces neither outcome. Both together did.
The 22% retention improvement came from frequency control. Users who weren't saturated with repetitive impressions stayed engaged with Adera's clients' brands longer.
The 48% reduction in ad discrepancy is the operational result – consistent delivery, fewer technical gaps, and a support relationship that meant problems got resolved rather than left to persist.
