Dubai: MarTech giant Mitgo Group is launching a new cutting-edge business division - fintech services for affiliate publishers. According to conservative estimates, affiliate marketing spend reached $14.4 billion in 2023 and will exceed $15.7 billion this year. In the next three years, Mitgo plans to become a conduit for more than 7% of that transaction volume, which can be valued at more than $1.5 billion given the sector's growth. The first step in this direction is the acquisition of UAE-based embedded finance platform Embedded, whose team has extensive experience in fintech and will complement Mitgo's technology stack needed to enter a new market.The new division will include a set of solutions from the field of embedded finance. It will allow millions of publishers across the globe with a specific focus on currently underbanked audiences in MENA, APAC and LATAM regions to withdraw their earnings instantly instead of the standard waiting period of 60-120 days (that currently is a benchmark in affiliate marketing). They will also get access to loans, reduce transaction costs, reduce exchange commissions, improve transaction speed and get many other benefits. Last year, Mitgo Group has already successfully tested similar financial solutions within its businesses.Access to obtaining loans and other lines of financing will be one of the main advantages for publishers, as currently it is extremely difficult for them to open a credit line in standard financial organizations as the existing solutions on the financial market often don't recognize specifics of publishers' business. It causes a lack of availability of financial products for publishers, who're mostly SMBs.Mitgo Group's 15 years of experience in the affiliate marketing market while working with more than 100,000 active partners, as well as unique algorithms using AI and machine learning allow the company to accurately assess such borrowers and build a low-risk but very profitable loan portfolio from them.The embedded finance solutions allow leaders of the financial industry - major banks, payment systems, e-wallets and others - to expand their portfolio of customers and niche products in areas and countries which were previously too expensive and risky for them to enter.Mitgo Group's new business direction will become a guide to the vast world of affiliate marketing for selected partners from the circle of largest fintech organizations. In the coming years, the company plans to establish cooperation with the leading players of this market - global payment schemes and the world's largest financial institutions. With the help of the company's experts, they will have access to previously undiscovered potential, including millions of users and tens of billions of dollars worth of transactions that previously passed under the radar of financial organizations.“On top of other viable opportunities, our future partners from the financial industry will get both an excellent test site on the basis of a new market and a vast system of distribution of financial products among the audience of publishers: cashback-services, media buyers, loyalty programmes, BNPL services and many others. With our help, they will be able to offer a suitable set of solutions to hundreds of millions of their users around the world”, states Alexander Bachmann, founder and CEO of Mitgo Group.The new business direction will be led by Oleg Chanchikov, CEO and founder of Embedded, which is going to be acquired by Mitgo. Oleg has more than 20 years of experience in the IT and financial markets. He previously held senior management positions at Visa and other major financial and IT organizations.“The entire world, including global players in the financial market and international organizations such as the UN and World Bank, work to empower SMBs and make financial services more accessible for them. Embedded finance solutions help the market to grow not just from the top-down approach when a bank offers pre-defined products to the clients, but also from the bottom-up when the industries themselves use financial products to solve the needs and the problems in their core business. I believe, together with Mitgo Group, we will not just change the way the MarTech industry uses financial products but introduce revolutionary solutions that will change the whole market”, - states Oleg.

Mitgo Group, a global tech company focused on delivering innovative marketing solutions and promoting entrepreneurship, announces the launch of Takefluence, a platform connecting content creators and social media enthusiasts with brands in the Middle East and North Africa (MENA) region. The launch of Takefluence will allow Mitgo Group to strengthen its position in the MENA influencer marketing industry, which experts estimate at more than $1 billion. The significance of the content economy is on the rise in the MENA market, supported by the announcement of a Dh150 million fund by Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai, to empower content creators and influencers. Sheikh Mohammed's commitment to establishing a permanent headquarters for influencers in Dubai further reinforces Takefluence's strategic position in line with the region's dedication to fostering influencer marketing industry growth. The platform aims to attract 1-3 million users within the next 1-2 years.Industry reports also project a surge in influencer ad spending at an annual rate of 10.04% from 2023 to 2027. Moreover, there is a global dominant trend of partnering with micro and nano influencers and creator affiliate partnerships which are the main focus of Takefluence. Such partnerships are proven to be up to 4-5x more effective than mega-influencers campaigns. So, the Takefluence strategic entry aligns perfectly with this upward trajectory of the influencer market in the MENA region.Takefluence is set to create a dynamic ecosystem where content creators seamlessly discover and connect with leading brands, earning from campaigns, enjoying savings while shopping online or offline. The platform distinguishes itself by offering content creators a streamlined process, from receiving promo codes to participating in brand campaigns, coupled with quick withdrawal options, hybrid earnings, an Ambassador program, and a diverse range of brand choices and promotions. For brands, Takefluence introduces a brand-formance approach, incorporating Cost Per Acquisition (CPA) and Hybrid campaigns. This approach includes pay-per-post, pay-per-reach, fixed, gifting and branding campaigns based on reach, all facilitated through content creators and user-generated content.Takefluence has already secured partnerships with 150+ brands including Noon, Namshi, YallaHub, Truegamers, Lifemost, ToysBrand, Geardoor, GetOutfit, The Luxury Closet, NiceOne, SharafDG, etc. The company is set to onboard and help any offline and online brands, malls, event organizers, marketplace brands, sellers and even individuals like emerging artists who can immediately benefit from engaging their audience and customers to create or amplify content.Archie Rudyuk, CEO of Takefluence:"As we venture into the MENA market, the growth potential is immense. The region's vibrant landscape and the unique blend of creators and brands create an exciting opportunity for Takefluence. We already witnessed a surge of interest in Takefluence from creators and local brands. They sign up for an annual partnership, launch their ambassador programs with us, and start getting first results."Alexander Bachmann, CEO of Mitgo Group:"We believe in Takefluence's vision and its potential to reshape social commerce in the MENA region. The team's dedication and innovative approach align with our values at Mitgo Group. This strategic collaboration is poised to make a significant impact on the influencer marketing landscape."Mitgo Group is committed to contributing to the evolution of social commerce, empowering, and fostering meaningful connections between content creators and brands in the MENA region. 

In a pivotal moment for Mitgo Group, Alexander Bachmann, CEO, has announced a strategic leadership transition after 14 years of dedicated service. This significant shift introduces Artem Ozerkov as the Co-CEO, a move designed to fortify the company’s long-term objectives.Artem’s journey within Mitgo Group has been marked by his dedication, holding various key positions within the company. Notably, he played a crucial role in initiating an Adizes course in Austria, an experience that played a fundamental role in shaping Mitgo Group’s understanding of vision, mission, values, and organizational structure. This strategic move paved the way for the evolution of Mitgo Group from a mono-business entity to a dynamic international group of companies.This trust enables the CEO to shift focus towards critical areas such as Product, IT, Legal, Finance, Corporate Venture, Research & Development (MitgoX), and Strategic Development. Artem, in turn, will focus on existing business units, strategic partnerships, marketing, sales, analytics, organizational development, and administration.As Mitgo Group moves forward with this innovative leadership structure, the collaboration between the CEO and Co-CEO sets the stage for an exciting chapter in our company’s extraordinary journey.In celebrating this transition, we look forward to witnessing the continued success and evolution of Mitgo Group under the shared leadership of Alexander Bachmann and Artem Ozerkov.

Recent years have seen the debate around the use of user data in digital advertising intensify - and it seems that now a decision has finally been made. Along with this, the global native advertising market is growing at an explosive rate. Mitgo, a leading player in the MarTech and AdTech markets, has responded to these market trends with the launch of Takeads, a privacy-first and entirely cookieless platform that brings a user-centric approach to native advertising in the MENA region.Cookies, user data and tracking software - previously the mainstay of online and digital advertising - are on their way out. The introduction of stringent new legal restrictions and data protection guidelines around the globe have seen to this - and industry leaders such as Apple and Google are having to re-write their own policies in response to new GDPR rules.Ethics aside, the business case for advertising that tracks private data such as gender, age or location is also in decline. Due in part to users, frustrated by these advert types, becoming wiser to how trackers work and taking steps to actively protect their own personal data from them, this method of online advertising is no longer as effective as it once was.At the very same time, native advertising is experiencing hypergrowth. In 2021, the global native advertising market was worth $85 billion. By 2028, Business Research Insights predicts this will reach $189.5 billion.Native advertisements do not appear like conventional ads. Far less obtrusive, more organic and content-relevant, they do not interfere with how users interact with a page or its content.According to advertising platform Outbrain, “Native advertising is considered the least intrusive form of advertising” - a form which increases purchase intent by 18%, boosts conversion rates by 3x and drops CPA by at least 35%.Mitgo, a leading MarTech firm, began working on its native advertising offering five years ago. Now launched, Takeads - a privacy-first native advertising platform - will take advantage of both of these important market shifts.Takeads is one of the first global native advertising networks to be truly privacy-centric. Completely cookieless, it delivers targeted ads using zero personal information or behavioural tracking data. Takeads’ analytical algorithm is based on content analysis, not user data. It analyses text, links and photos within a website and its subpages and accurately targets site visitors with native advertising messages in ad formats which correspond to the content itself.“Behavioural targeting and ad profiling based on personal interests are definitely out of step with modern privacy standards”, says Pawe Mazurek, a digital marketing and advertising expert with 20 years of experience in the field and Head of Takeads at Mitgo.“With Takeads, we will move users away from irritating, content-disrupting advertising and reach a native advertising Zen state, where content and ads work together, reaching relevant users in relevant times and places, raising only interest, awareness and positive reactions. All that while respecting users privacy and being in-line with newest regulations”.Takeads' goal is to eliminate intrusive and irritating advertising formats, replacing them with native, non-invasive, content-relevant advertising messages which match the interests of a given user at a given moment.“Rather than brute-forcing customers with flashy ads to get their attention, Takeads gently invites them into the brand conversation,” states Pawel Mazurek.Takeads is currently active in more than 10 countries across three continents and services more than 35,000 publishing websites and 120,000 advertising offers.“The native advertising market is growing, and we intend to provide a valuable service for advertisers outside of Affiliate Marketing and give large sites and search services an opportunity to boost revenues while taking a privacy-first approach,” says Alexander Bachmann, CEO of Mitgo.Since its launch, Takeads has experienced a surge in requests from webmasters to move away from user data-driven marketing. It now delivers millions of valuable, purchase-leading clicks daily, helping platform and project owners in the MENA region to access new revenue streams while avoiding content-disrupting advertising strategies.