MarTech Interview with Anton Ruin, CEO of Epom

Anton, we’re excited to have you at MarTech Cube. Could you share your professional journey that led you to your current role as CEO of Epom? 

I started my career as a software developer very early. Before I began working on Epom Ad Server, I had successful experience developing and leading several high-load projects across different domains, including ad tech. At the age of 23, I was offered the opportunity to lead a startup now known as Epom. I have always been a tech guy, and for a business like ad tech SaaS products, that expertise is incredibly valuable. It all starts with tech expertise, but over time, the focus shifted to the business development aspect.

How do infrastructure limitations impact the effectiveness of ad tech, and what strategies can companies employ to mitigate these challenges? 

At Epom, we rarely use cloud-based technologies or dedicated servers, only opting for them when financially expedient. This allows us to afford more for less money compared to cloud-based SaaS solutions. In our second year, we decided to move all our infrastructure to owned servers. However, we must always balance service price and quality. It is really important for us to provide a service that is both affordable for our clients and able to fully satisfy 95% of our potential customers.

In terms of language and culture, how does market fragmentation affect ad tech strategies, and what are some successful approaches to navigating this fragmentation? 

Due to language and cultural differences, market segmentation significantly impacts ad tech strategies, requiring tailored approaches to resonate with diverse audiences. One way to boost success is to use content and ads tailored to specific locations. This means translating and adjusting messages to fit in with local values and preferences. Collaborating with local influencers and media outlets can also enhance the credibility and reach of campaigns. Using data analytics to grasp regional behaviors and trends helps better target and allocate resources.

What are the most pressing regulatory and compliance issues facing ad tech companies today, and how can these companies ensure they remain compliant while still being innovative? 

One of the most pressing regulatory and compliance issues facing ad tech companies today is data privacy, particularly with regulations like the GDPR in Europe and the CCPA in California. These regulations require companies to manage user data responsibly, obtain explicit consent for data collection, and provide transparency on how data is used. The IAB helps with this issue by providing guidelines and frameworks for compliance. Additionally, Apple’s SKAdNetwork introduction and Google’s potential “cookieless/lipless/user-agentless” future require companies to develop new tracking and attribution methods that respect user privacy.

Ad tech companies often face financial barriers, such as limited access to investment and high costs relative to local budgets. How can these companies overcome these financial challenges? 

It is always the same — if you create value for your clients, you will survive; if you don’t, you will fail. If your company aims to help your clients no matter what, you should do well. However, competing with the multi-billion-dollar budgets of ad tech giants is tough.

How important are localized technological innovations in the ad tech industry, and how can adopting advanced technologies like AI and machine learning improve ad tech strategies?

It’s super important for companies in the ad tech industry to have localized technological innovations because they help tailor strategies to the unique preferences and behaviors of different regional markets. Understanding the local culture and preferences can help companies create better ads that increase sales and customer satisfaction.

Adopting advanced technologies like AI and machine learning can significantly enhance ad tech strategies. AI and machine learning enable more precise targeting by analyzing vast amounts of data to identify patterns and predict consumer behavior. These technologies can optimize ad placements in real time, ensuring that ads are shown to the right audience at the right time. Also, AI-driven analytics can provide deep insights into campaign performance, allowing for continuous improvement and more effective resource allocation. AI optimization is critical in improving key metrics such as CPM, CPC, and CPA on DSP bidding. With AI, companies can make better bidding decisions, getting the most out of their ad budget. Integrating AI and machine learning into ad tech strategies can lead to more efficient operations, higher ROI, and a competitive edge in the market.

There’s a growing need for more skilled professionals in ad tech and digital marketing. How can the industry invest in talent development and advanced analytics to bridge this skills gap? 

The demand for skilled ad tech and digital marketing professionals is growing, bringing challenges and opportunities. On one hand, AI and automation are taking over many tasks that ad tech professionals used to do. This shift might reduce the need for some entry-level positions but also create a higher demand for specialized skills in managing and optimizing AI-driven systems.

On the other hand, our company is proactively addressing this skills gap through dedicated training programs. We offer intensive two-month courses every year that teach newcomers the basics of ad tech. Over time, many of these trainees develop into skilled ad tech professionals. Some have advanced to lead positions within our company, started their ventures, or secured roles at renowned ad tech firms worldwide. This approach is cost-effective, although it requires a significant time investment. By continuously nurturing talent internally, we bridge the skills gap and contribute to the broader industry’s growth and innovation. Investing in talent development through such programs ensures a steady pipeline of skilled professionals equipped to handle the evolving demands of the ad tech landscape. Additionally, combining this with advanced analytics training allows our employees to leverage data effectively, driving better client outcomes and maintaining our competitive edge.

What personal strategies or principles guide your approach to leading Epom in such a dynamic and challenging industry? 

The Сlient is the King. No matter how advanced or innovative our software is, it is useless if our clients are disappointed, disoriented, or unhappy. Ensuring a positive client experience is paramount, and we prioritize their needs and feedback to improve our services and maintain strong, lasting relationships continuously.

Based on your extensive experience, what advice would you give to emerging ad tech professionals or entrepreneurs looking to succeed in this field? 

Look at AI — it can help optimize your work and make you ten times more productive. By incorporating AI into your processes, you can streamline tasks, enhance targeting and personalization, and gain deeper insights from data. Embracing AI will give you a competitive edge and allow you to focus on strategic, high-value activities. 

The ad tech industry is constantly evolving, so staying informed about the latest trends, technologies, and regulations is crucial. Be adaptable and open to change, continuously learning and updating your skills to stay relevant and competitive.

Always prioritize your client’s needs and feedback. Develop a deep understanding of their pain points and tailor your solutions to address them. Building strong, client-centric relationships will drive loyalty and long-term success.

In closing, what final thoughts or key messages would you like to share about the future of ad tech and the steps necessary for continued innovation and growth? 

In our company, putting our clients first is the top priority. We make sure our strategies revolve around meeting our client’s needs and expectations to build trust and provide value.  Also, we’re really focusing on using machine learning to improve the performance of our DSP bidding. By continuously enhancing our technology with advanced AI capabilities, we can improve efficiency, targeting accuracy, and overall campaign performance.  These steps drive innovation and maintain a competitive edge in the dynamic ad tech landscape. Moving forward, it’s imperative that the industry embraces a client-centric approach and invests in cutting-edge technologies to fuel sustained growth and success.