Clinton Cutajar, CTO of Media Troopers, sat down with SiGMA News to discuss server-to-server (S2S) postback technology in iGaming. He explained how technology can help bridge the trust gap between affiliates and operators, improve tracking systems, and optimise real-time feedback for campaign management. In an industry where every click has a price tag, rapid feedback is critical, Cutajar argued.
Bridging the trust gap with technology
Cutajar opened the discussion by addressing a critical issue in iGaming: the lack of trust and clear communication between affiliates and operators. “Every traffic, every click that we purchase as a media company has its cost,” he emphasised, underscoring the need for affiliates to receive real-time notifications on campaign performance. Through seamless S2S postbacks, Cutajar noted, affiliates gain an accurate understanding of which campaigns convert, enabling them to make immediate adjustments and maximise returns on ad spending. However, he has observed some resistance from iGaming companies regarding the sharing of this data.
Leveraging real-time data for optimisation
For Cutajar, real-time data is a necessity when it comes to evaluate a campaign. S2S postbacks, he explained, allow affiliates to allocate budgets dynamically. By monitoring campaign performance, resources can be swiftly reallocated based on conversion rates. “In real-time or close to real-time, we receive a notification from the operator if that particular click or campaign is performing,” he said, noting how this approach not only saves money but also improves efficiency. Real-time notifications allow teams to halt ineffective campaigns, reducing the “bleeding” of resources by keeping a closer watch on budget allocation.
Pushing for standardisation across the industry
Cutajar also addressed the importance of setting unified standards in iGaming, calling for the sector to catch up with other industries, such as finance, which have already established streamlined data-sharing practices. “In my opinion, there should be a common standard across advertisers, affiliates, and publishers,” he asserted, pointing to the iGaming industry’s lag in adopting advanced tracking systems. He advocated for a unified, GDPR-compliant framework that could make data-sharing simpler, consistent, and secure.
According to Cutajar, standardisation would encourage industry players to focus on shared long-term goals, rather than solely competing. Implementing a common protocol would allow affiliates and operators to better coordinate on campaign performance while remaining transparent and trustworthy.
Harnessing AI for smarter campaign management
When asked about artificial intelligence (AI) in campaign optimisation, Cutajar expressed cautious optimism. He noted that while AI could improve decision-making, its effectiveness relies heavily on receiving real-time data from operators. For example, if an operator flags a non-performing campaign, AI can quickly shift resources to more promising ads. However, without up-to-date data, AI’s impact remains limited.
Cutajar also highlighted the need for carefully trained AI systems with established thresholds, ensuring that machine-driven adjustments align with those a human might make based on live campaign data.
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