As one of the world’s leading ad networks, PropellerAds continues to innovate across traffic formats such as Push, Popunder, In-Page Push, Telegram Ads and Social Traffic Ads while consistently strengthening its AI-driven optimization engines and anti-fraud infrastructure. With global geographic coverage and a massive community of advertisers and affiliates, the platform has built a mature ecosystem dedicated to performance-driven results.
This year, PropellerAds celebrates 15 years on the global market, and I wanted to find out how the company achieved such significant results.
In this exclusive interview, we are honored to have Natalia Gudimova, Account Strategist Team Leader at PropellerAds, to discuss upcoming traffic trends, top-performing advertising models, what makes PropellerAds unique among competitors and more.
1. How is performance marketing evolving, and where do you see it in the next 3–5 years?
I can highlight some trends.
Automation
Performance marketing is rapidly becoming more automated, data-driven, and focused on measurable outcomes. At PropellerAds, we see advertisers increasingly prioritizing conversion-focused models and scalable traffic sources, rather than simply buying impressions.
Traffic diversification
In markets like China and across Asia, performance marketing is evolving particularly quickly because advertisers are extremely results-oriented and open to testing new formats and traffic channels. Today, reaching users effectively requires a multi-touch approach: instead of relying on a single channel, advertisers diversify their campaigns across multiple platforms and formats. Chinese advertisers are already doing this, and PropellerAds provides all the tools needed to make it happen.
PropellerAds allows Chinese advertisers to try different types of traffic and reach users in different ways:
- Push Notifications: Directly pushed to user devices, high open rates, suitable for promotions and events. Users actively subscribe, resulting in strong engagement.
- Popunders: Pop up in the background while users browse the web, high exposure, suitable for quickly reaching a large number of users.
- Telegram Mini Apps: Reach users through the Telegram ecosystem. For iGaming, the Telegram user base and target audience have a high overlap, making this traffic very valuable.
- Social traffic: Get filtered traffic from social networks through PropellerAds’ partners. This allows you to reach highly targeted audiences and optimize campaign performance.
These formats are not available on Google Play/Facebook, providing true incremental coverage.
Engagement
We expect strong growth in engagement-driven advertising environments, such as Telegram Mini Apps and other interactive formats. These environments allow advertisers to reach highly engaged users while maintaining strong conversion rates.
At PropellerAds, we see performance marketing becoming a much more technology-driven ecosystem where automation and intelligent algorithms play a central role in campaign optimization.
2. What advertising models do you believe will decline over the next few years, and why?
Advertising models that rely heavily on static targeting or outdated attribution methods will likely lose relevance in the coming years.
As privacy regulations evolve and tracking technologies change, advertisers are placing more emphasis on transparent, measurable performance metrics rather than models that focus primarily on impressions or branding visibility.
Another challenge is that traditional campaign management approaches often require significant manual optimization. This is becoming inefficient at scale.
The future of performance marketing lies in automated optimization models, where platforms use machine learning to identify the best traffic sources, adjust bids, and maximize conversions.
At PropellerAds, we see strong demand for tools that allow advertisers to focus on results rather than manual campaign adjustments. Models that cannot provide this level of automation and measurable ROI will gradually become less competitive.
3. In your view, what makes PropellerAds unique compared to other ad platforms?
One of the key strengths of PropellerAds is our focus on performance-driven traffic and advanced automation tools.
The platform offers multiple conversion-focused ad formats, including Push Notifications, In-Page Push, Popunder traffic, Survey Exit formats, and Telegram Mini Apps, which allow advertisers to reach users in highly engaging environments.
Another important advantage is our AI-powered optimization tools. Solutions such as CPA Goal help advertisers automatically optimize campaigns toward a target acquisition cost, while machine learning algorithms continuously analyze traffic performance and adjust campaign parameters in real time.
What is more, PropellerAds has Chinese-speaking dedicated team, fully translated personal account, guides in Chinese and WeChat account with the latest updates in Chinese
For Chinese advertisers expanding globally, this combination of high-volume global traffic, flexible formats, automation tools and Chinese-speaking dedicated team, makes it much easier to test new markets and scale campaigns efficiently.
At the same time, our team works closely with partners to help them launch campaigns quickly and identify the best opportunities for growth.
4. How do you see AI and automation redefining conversion-focused advertising?
AI is already transforming performance marketing by automating many of the tasks that previously required constant manual management.
At PropellerAds, automation plays a central role in campaign optimization. Our platform uses machine learning algorithms to analyze large volumes of traffic data and automatically adjust bidding strategies, targeting, and traffic distribution to improve conversion performance.
It’s much easier to work with creatives using the Autocreatives tool. It supports both Push and Telegram Mini Apps ads. AI-generated creatives allow for a faster start, so you don’t need to upload your own custom creatives.
For advertisers, this means campaigns can scale more efficiently while maintaining strong ROI.
AI also enables more intelligent traffic matching, helping advertisers reach users who are more likely to convert. This is particularly important in global campaigns where advertisers are testing multiple markets simultaneously.
In the coming years, we expect AI to play an even larger role across the entire campaign lifecycle—from traffic selection and optimization to creative testing and budget allocation.
