Programmatic advertising — the future of marketing in iGaming? Interview with Revpanda’s Barb Tasci

Programmatic advertising presents new opportunities for online casino and betting operators to attract and retain players. Algorithms analyze data in real time, allowing advertisements to reach their target audience, reducing cost per acquisition (CPA), and increasing return on investment (ROI). In this interview, Barb Tasci, co-founder and business director of Revpanda, provides insights into the mechanics of programmatic advertising, its benefits for iGaming operators, and how to adapt advertising strategies to future trends.

Slotegrator: How does programmatic advertising help operators generate more players?

Barb Tasci: Programmatic advertising is a game-changer for player acquisition because it automates the entire ad-buying process while ensuring ads reach the right people at the right time. Instead of manually selecting where ads appear, operators can rely on real-time data to target users based on their interests, behavior, and location. This means ads are more relevant, increasing the chances of conversion.

Another big advantage is personalisation. Programmatic advertising allows operators to tailor ads based on a player's past activity—whether they’ve visited the site before, played certain games, or engaged with specific promotions. This makes the messaging much more effective. Plus, retargeting helps bring back potential players who showed interest but didn’t sign up or deposit, giving them a nudge in the right direction.

At the end of the day, it’s all about efficiency. With programmatic advertising, operators can track performance in real time and adjust their strategy to get the best results. This not only helps bring in more players but also ensures marketing budgets are spent wisely.

S: How can programmatic advertising be more effective than traditional marketing methods in the iGaming industry?

BT: I personally wouldn’t say it is more effective than other marketing methods as there are various factors to bear in mind. The campaigns to be launched, products to be promoted, platforms of promotion, the budget to be invested, and obviously the expectations, are just some of the criteria that have to be clarified for programmatic ads to be effective.

That being said, the biggest benefit of programmatic advertising is that it can be precisely targeted, and accordingly the ROI can be significantly higher than that of traditional methods.

Compared to other methods, where operators target keywords rather than a specific audience, programmatic allows companies to do both, depending on their strategies. Programmatic campaigns also have a spectrum of applications, including but not limited to acquisition, retention, and retargeting.

While other methods are very helpful in acquiring more players and increasing brand awareness, they are not even close to programmatic for retention and retargeting.

S: How can programmatic advertising help iGaming operators reduce cost per player acquisition (CPA) and increase return on investment (ROI)?

BT: Programmatic advertising definitely helps with lowering acquisition costs and improving ROI by optimising ad spend and targeting efficiency. One of the biggest advantages is real-time bidding, which ensures that ads are only shown to the most relevant users at the best possible price. Thanks to that, operators can focus on high-intent players who are more likely to convert instead of wasting their budget on broad, untargeted campaigns.

Another key factor is data-driven targeting. By leveraging insights such as player behavior, demographics, and engagement patterns, programmatic advertising allows operators to refine their audience selection. This leads to higher conversion rates and lower cost per acquisition. Additionally, optimisation continuously adjusts bids, placements, and creatives to maximise performance while minimising wasted spend.

Also, retargeting strategies play a crucial role in increasing ROI. Players who have shown interest but haven’t yet signed up or made a deposit can be re-engaged with personalised ads, increasing the likelihood of conversion.

Lastly, we should remember that programmatic advertising isn’t just about acquisition — it also plays a vital role in player retention. By displaying relevant ads to the audience most relevant to their products, operators can generate big numbers in retention through programmatic advertising.

All in all, we can say that by continuously analysing campaign performance and making data-backed adjustments, programmatic advertising ensures that operators get the most value from their marketing budgets.

S: How can operators launch successful programmatic advertising campaigns? What are the key steps?

BT: To launch a successful programmatic advertising campaign, operators need a structured approach that combines clear goals, precise targeting, and continuous optimisation. The first step is defining clear objectives — whether it’s acquiring new players, increasing the player base, or improving retention. Without a defined goal, it’s difficult to measure success or optimise effectively.

The second step is understanding that it’s crucial to identify the right audience. Programmatic advertising allows operators to target users based on demographics, behavior, location, and engagement history. By using this data, campaigns can be tailored to reach the most relevant players. Creative elements also play a big role — ads should be engaging, localised where necessary, and aligned with player interests to drive conversions.

And last but not least — you have to track performance the right way. While most brands will initially evaluate performance by revenue and the number of FTDs, we recommend having a broader review and also evaluating indirect impacts, such as direct traffic, retention rate, and the brand’s overall popularity across the web.

Once all these steps are combined with rigorous optimisation, programmatic advertising will become an indispensable part of any brand’s marketing efforts.

S: When launching programmatic advertising campaigns in the online gaming industry, what are the key metrics to track?

BT: As programmatic has quite an indirect impact on marketing ROI, it might be quite challenging to define the KPIs. In my opinion, here are some of the most relevant metrics to track:

• Direct Traffic / Direct FTDs.
• Retention Rate / Retained Revenue.
• Post-view Registrations.
• Post-view Deposits.
• CPA.

S: What are the best practices for optimizing ad creatives for programmatic advertising campaigns?

BT: The key to optimising ad creatives in programmatic advertising is making sure they are engaging, relevant, and designed to drive action. First, it’s important to create visually appealing ads with clear messaging. In a crowded digital space, ads need to stand out, whether through eye-catching images, bold headlines, or compelling offers.

Another crucial factor is personalisation. The more tailored an ad is to a player’s interests or behavior, the better it performs. For example, showing a bonus offer to someone who has visited an operator’s site but hasn’t signed up can significantly improve conversion rates. On top of that, cultural relevance can also increase engagement.

Finally, constant A/B testing and data analysis are essential. As programmatic advertising provides real-time insights, operators should test different versions of creatives, refine messaging, and adjust based on performance. The goal is to keep improving engagement rates while ensuring ads are shown to the right audience at the right time

S: What are the methods for personalization in programmatic advertising, and is it possible to tailor ads to the behavior of players?

BT: In programmatic, personalisation could be possible through accurate segmentation, especially for existing players. And this, in return, helps us to tailor our ads for each user, keeping it more engaging and relevant.

A key method is showing different messages to players at different stages. For example, someone who visited a website but didn’t sign up may see a reminder ad, while an active player might receive promotions related to their favorite games. Ads can also be tailored to users who share similar interests with existing high-value players, helping to reach new audiences more effectively.

By continuously refining ad content based on real-time activity, operators can make their advertising feel more personalised and engaging. This increases the likelihood of attracting new players and keeping existing ones retained.

S: Can programmatic advertising be effective for localized or market-specific campaigns?

BT: Yes, programmatic advertising is highly effective for localised and market-specific campaigns. It allows operators to target audiences based on geographic location, language, cultural tendencies, and local regulations, ensuring that ads are relevant to specific markets. This helps in tailoring promotions, messaging, and creative elements to match the interests and behaviors of players in different regions.

With programmatic advertising, operators can adjust campaigns dynamically based on local trends, seasonal events, or regional gaming preferences. Furthermore, ads can be displayed in the right language, feature locally popular games, and align with cultural nuances to maximise engagement. Additionally, it enables compliance with market-specific advertising regulations, ensuring that promotions meet local legal requirements.

By combining precise audience targeting with localised messaging, programmatic advertising helps operators improve conversion rates and enhance brand presence in different markets. This makes it a powerful tool for expanding into new regions and strengthening engagement with local players.

S: Which types of programmatic advertising are most suitable for different gambling operators, such as online casinos, betting companies, and poker rooms?

BT: This actually is a great case for proper segmentation, and tailoring the ads for each specific product we’re promoting. Even when it seems to be one specific product, we have to take a deep dive into understanding what is relevant for our target players.

For example, if a brand wants to retarget their slot audience, they should go for niche creatives and campaigns. This could include elements like a popular game or a specific bonus related to a particular slot the users have played. This will keep the campaign as relevant as possible

For sportsbooks, the initial recommendations would be running campaigns based on upcoming events, tournaments, or other ongoing competitions, depending on what sports are popular at that brand.

Poker rooms, on the other hand, mostly thrive on retargeting and contextual advertising. Since poker players often research strategies and tournaments, contextual ads placed on relevant gaming forums and news sites can attract relevant users.

S: How can operators use programmatic advertising for remarketing and player retention?

BT: In essence, programmatic advertising is one of the most efficient retargeting and retention methods, if not the most. This is possible simply because of its advanced segmentation and precise targeting opportunities.

For instance, if a player visits a website but doesn’t complete registration or make a deposit, targeted ads can remind them of promotions, welcome bonuses, or exclusive offers to encourage them, boosting the chances of conversion.

For retention, on the other hand, campaigns can be used to keep players engaged over time. Bespoke ads can promote special events, loyalty rewards, or new game releases based on players' behaviours. Segmenting audiences based on activity levels also helps—active players may receive VIP offers, while lapsed users can be targeted with incentives to bring them back.

S: What impact does automating ad buying in programmatic advertising have on the scalability of iGaming operators' businesses?

BT: I believe programmatic advertising seamlessly fits today’s industry standards. It is instant, it is tailored, and optimisation can be done pretty quickly.

With automation, operators can launch and manage campaigns across multiple platforms, without the need for manual intervention. This allows them to target the audience while maintaining precise control over budgets and performance.

One of the biggest advantages is the ability to adjust campaigns in real time based on performance data analysed through machine learning. Instead of relying on static ad placements, automated systems ensure that ads are shown to the right players at the right time, maximizing efficiency. This not only reduces wasted spend but also helps operators scale their acquisition and retention strategies without a proportional increase in marketing resources.

Ultimately, automation allows iGaming operators to scale their businesses faster and more effectively. Whether expanding into new markets or optimising player engagement, programmatic advertising provides the flexibility and efficiency needed to grow while keeping costs under control.

S: What trends can we expect in programmatic advertising in iGaming by 2025, and which technologies will likely impact advertising effectiveness?

BT: By 2025, programmatic advertising in iGaming will continue evolving with greater personalisation and smarter targeting through AI and machine learning. One key trend will be the increased use of first-party data as privacy regulations limit third-party tracking. Operators will need to rely more on their own player data to build accurate audience segments and drive engagement.

Additionally, automation and predictive analytics will improve ad placements, ensuring operators bid efficiently and maximise return on investment.

We’ll also see more dynamic ad creatives that adapt in real time based on player behavior and market conditions. Ultimately, the focus will be on smarter, privacy-friendly advertising that delivers high-quality traffic and better ROI.

Last but not least, we can say that as AI gets more advanced, not only segmentation of the audience, but also the personalisation of the ads will be possible, which in the end gives a very good edge on precise targeting and better conversion.