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Interview with Anna Efimova – Head of Advertiser at Kadam
Yeva: What inspired you to start a career in advertising, and how did it lead you to Kadam?
It’s been quite a journey—I started in advertising 10 years ago, and the industry has evolved rapidly since then, often faster than expected. Joining Kadam has been an exciting opportunity to bring my experience and insights to the table. My focus now is to shape Kadam into the go-to network for clients and an outstanding workplace for our employees.
Yeva: Kadam handles over 10 billion impressions daily, across millions of high-quality global conversions traffic sources. And how do you now ensure that advertisers use this network stretch effectively?
First and foremost, our team is dedicated to delivering the best results for our advertisers. Behind every campaign and traffic source is the collaborative effort of multiple departments working seamlessly together. We also prioritize advancing our technologies—innovation is at the core of our values. Our goal is to develop solutions that save time and maximize earnings for our clients.
Yeva: In working with diverse verticals like gambling, betting, nutra, and so on, how does Kadam keep meeting the needs of each industry?
We work hard to stay up-to-date by following industry trends, attending events, and keeping an eye on each niche. Our team, a group of dedicated professionals, plays a key role in this. Their initiative and drive to create user-friendly features, along with the ability to predict market trends, help us make better decisions. With 12 years of experience and the data we’ve collected along the way, we’re able to stay ahead of the curve.
Yeva: One of your major selling points is your anti-fraud system. Can you explain how exactly it works and how it helps maintain advertiser trust?
That’s a tough one—no one reveals the inner workings of their antifraud system, of course! But I can share this: after 12 years of working with a wide range of publishers and traffic sources, we’ve seen it all. Our technology is able to spot fraud the moment it appears, ensuring our advertisers get the results they expect – not worse.
Yeva: Kadam is big on formats like banners, push, native ads, etc. Which format do you think will gain the most popularity in 2024, and why?
I think most would agree that predicting which format will dominate is a challenge. As for our plans, we’re focusing on popunders, native ads, and a little something extra—but no spoilers just yet!
Yeva: What do you believe to be the main obstacle that most advertisers currently encounter, and how does Kadam help them with overcoming it?
For advertisers, the key concern is always the quality of the traffic they receive—ultimately, they need real users, not just impressions or clicks. As I mentioned earlier, we know how to manage this and deliver solid results. Another strength of ours is retargeting. For verticals where user retention is vital, we help bring users back, boosting conversion rates.
Yeva: How do you see Kadam growing over the next five years?
I envision that in five years, Kadam will be a name you hear, speak, and use every day—and it will always represent a positive experience.
In addition to being highly customer-oriented and leaders in our niche, our team goes beyond that. The Kadam team is deeply human, and we aim to make a positive impact both in the advertising world and beyond.
This holiday season, Kadam proudly reaffirms our commitment to nurturing our clients’ growth, building strong, lasting partnerships, and driving success together. To truly embody the spirit of GROW, we’re excited to announce our New Year Campaign: “Plan and Grow with Kadam.” Discover more about the campaign by using our special hashtag: #PlantAndGrowWithKadam.
Yeva: What advice would you give your younger self who is just starting out in this field?
Never think you’re too “cool” to still learn something.
Company: Kadam
Interviewee: Anna Efimova
Date: 17.12.2024
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