What AdoptoMedia CEO Shared in Interview with Chosun Biz

Following a business mission from Korea to Estonia, Chosun Biz interviewed entrepreneurs working across the country’s technology sector. Among them was AdoptoMedia CEO Alexei Kuznetsov, who shared his experience building an AI company in Estonia and discussed the factors that have helped transform it into a major innovation hub. Estonia –  the Silicon Valley of Eastern Europe The article highlights Estonia’s long-term investment in digital transformation, including AI-based education programs, automated digital public services, and AI-powered healthcare technologies. Combined with strong digital infrastructure and a startup-friendly regulatory environment, these efforts have made the country one of the leading AI and startup hubs in Europe. Despite its relatively small population, Estonia has produced multiple globally recognized technology companies, including Skype, Wise, and Bolt. The country also has the highest number of unicorn startups per capita in Europe. In the interview, Alexei Kuznetsov discussed how Estonia’s digital infrastructure, startup culture, and government support played an important role in AdoptoMedia’s establishment and growth. AdoptoMedia’s case Founded in 2017, AdoptoMedia develops AI-driven marketing analytics and forecasting solutions designed to help companies optimize campaign performance and automate budget allocation across large-scale marketing portfolios. Alexei Kuznetsov explained that Estonia’s highly digitalized business environment and startup-friendly environment… Read more »

AdoptoMedia Signs MOU at Vietnam Workshop

On March 3, 2026, AdoptoMedia held a workshop in Ho Chi Minh City. The main focus was on how startups can better prepare for fundraising and increase their valuation. A key goal of the event was to sign a Memorandum of Understanding (MOU). About the event The workshop was organized in cooperation with the Agricultural Hi-Tech Park (AHTP) and the AI & Data Center Institute (AIDC). The agenda covered essential topics such as sales, marketing, and valuation, all aimed at improving fundraising readiness. AdoptoMedia’s CEO and founder, Aleksei Kuznetsov, represented the company and served as the keynote speaker. During the workshop, he introduced the AdoptoMedia platform and its capabilities. He also discussed startup valuation, the impact of revenue projections, and how AdoptoMedia helps startups increase their valuation through advanced analytics. As part of the workshop, a case study was presented, including calculations estimating potential new customers, revenue forecasts, and market entry scenarios. AdoptoMedia actively participates in startup-focused events and, in 2025, was one of the partners at the Latitude59 Kenya Edition where it awarded prize packages to three startups. Partner organizations The Agricultural Hi-Tech Park in Ho Chi Minh City is a leading government-supported innovation hub focused on advancing high-tech… Read more »

Empowering Startups at Latitude59 Kenya 2025

In this blog post, we share a look at one of Africa’s most exciting startup and technology trade shows, its standout participants, and the role AdoptoMedia played in supporting emerging founders. About the event Latitude59 Kenya edition is the flagship startup and tech event that provides a powerful platform for African and international founders to build valuable connections, exchange knowledge, and tackle challenges with the support of the global innovation community. The event aims to build bridges between regions, bringing global expertise to strengthen the sustainability and competitiveness of local markets and business environments. It took place in Nairobi December 3-5, 2025 and brought together more than 3,000 participants, including 1,500 entrepreneurs across sectors such as Green Tech, Health, Agri-Tech, AI, and Fintech, along with 350 investors, ecosystem leaders, and policymakers from across Africa and around the world. This year’s program focused on accelerating Africa’s next wave of innovation through Digital and Green Innovation. Its agenda aimed to connect African founders with global networks, capital, and expertise, and to help leaders and policymakers collaborate on sustainable, inclusive digital transformation. AdoptoMedia’s continued partnership with Latitude59 AdoptoMedia has been a long-term partner of Latitude59, and this participation reflects our ongoing collaboration. Last… Read more »

Measuring the Long-Term Effects of Advertising with Marketing Mix Models

Marketing mix modeling is a well-established and widely used standard approach for measuring key drivers of sales or any other business metric. In our previous article we provided a detailed explanation of how this tool works and compared our solution with Robyn, the open-source tool by Meta. Here you will learn about how MMM is used to measure the long-term effects of advertising. MMM allows estimating the incremental increase in sales, driven by both media features (through the nonlinear transformation of their metrics — response curves) and other external factors (macroeconomic indicators, pricing, promotions, distribution, etc.). They are particularly useful and are usually applied for identifying the short and medium-term impact of marketing This approach works well for products in mature stages or those that have reached a certain level of brand-awareness. However, products in the growth or market entry stages often require a different approach. Brand-building through creating an emotional connection between the consumer and the brand forms enduring consumer preferences and directly influences the upward trend in sales. To understand and evaluate the real effectiveness of marketing in such cases, it is necessary to assess not only short and medium-term but also long-term marketing effects. Approaches to measuring… Read more »

Comparison of Facebook MMM vs AdoptoMedia MMM

Introduction to MMM Marketing Mix Modeling (MMM) has been around for over 30 years and almost every marketer at least once has heard about it. It was first introduced in the 1980s as a tool for analyzing the impact of various marketing activities on sales or any other business metric. The idea was pretty simple: if we can use multiple regression analysis to describe processes in economics, why not use it to establish a relationship that describes the responsiveness of sales to marketing spending? Since then, the methods and approaches have changed and improved, the amount of data increased, which led to the rise of alternative methods for measuring marketing effectiveness such as attribution models, but MMM stands as the most useful and essential tool for optimizing marketing strategies. Due to recent changes in privacy regulations regarding the user data, it’s getting much more challenging to implement third-party cookies into analysis. That is another reason to rely on MMM for measuring campaign performance. It only needs aggregated data to function and will not be affected by the phase-out of third-party cookies. However, MMM also may be challenging for those who want to use it in decision-making, as it is not… Read more »

Marketing Effectiveness Measurement in a Cookieless World

Customer data online is getting more protected with new privacy-related announcements from Google and Apple. Marketers already have to comply with GDPR in Europe, CCPA in California, etc., and recent changes are going to influence marketing effectiveness measurement even more. After third-party cookies are eliminated and iOS 14.5 update is rolled out, the effectiveness and accuracy of some measurement approaches will suffer. This article will help you understand how the changes will affect the tools you are currently using and what solutions you should add to your measurement arsenal to ensure business growth. Google has announced that it is going to phase out third party cookies in its browser Chrome by 2022, and Firefox 86 already has a total cookie protection feature. Another piece of news comes from Apple, that has released an update for iPhone with a new privacy-related feature. IDFA tracking used to be enabled by default, and now you can opt out of in-app ad tracking, and 88% of iOS 14.5 users globally have already done so, which led to a negative reaction from Facebook and ad spending drop. The IAB Advertising Effectiveness Council couldn’t ignore this fundamental change and prepared a guideline for advertisers to help… Read more »

Sponsorship Effectiveness Measurement: Part 2

Brands invest billions of dollars in various events every year worldwide, but only few of them know how to measure the return they get. In this article we will see why calculating media equivalence is not enough and learn about other approaches to measuring the effectiveness of sponsorship deals. Sponsorships give brands unique opportunities for deep customer engagement and access to huge audiences, but like with other investments their effectiveness needs to be evaluated to make sure the money is not wasted. Measuring sponsorship effectiveness has been a serious challenge for CMOs. According to a research by MASB (Marketing Accountability Standards Board) and ANA (Association of National Advertisers), 40% of marketers don’t even make attempts to do it, and 70% of companies don’t allocate enough money for the necessary market research and measurements. It happens because some brands are just starting to adopt the discipline of budgeting, or they don’t have a clear sponsorship strategy and need to manage a portfolio of deals with different objectives. Another issue is the lack of tools that can cope with the task. In this article we will cover key metrics to track and tools that can be used to measure sponsorship effectiveness. The… Read more »

Sponsorship Effectiveness Measurement: Part 1

Since sponsorship deals provide unique value, many brands are actively investing in sport and entertainment events. But not all of them know how effectively this money is spent, because there is no standard approach to measuring the impact sponsorships have on business KPIs. In the article we will discuss how planning and executing sponsorship deals can improve their accountability. Exploiting media resources of high-profile sport and entertainment events like Oscars or The Olympics gives advertisers access to a huge audience and allows creating unique brand experience, that is why companies are expanding their sponsorship portfolios. According to Forbes, in 2020 brands were planning to invest over $68 billion in different events, and the figure doesn’t even include related costs like activations, promotions etc. Here are some benefits of sponsorship that improve brand awareness, consideration and customer loyalty: And these values are pretty much everything companies know about how their sponsorship benefits them. Sponsorship accountability is a real challenge for CEOs and CFOs. According to MASB (Marketing Accountability Standards Board) and ANA (Association of National Advertisers), 60% of marketers don’t have a standard measurement approach and 40% do not even make attempts to quantify the financial results. And only around 30% allocate… Read more »

Marketing Spend Management in a Downturn

Why cutting marketing spends during a downturn is not the most reasonable solution and how marketers can negotiate and justify the necessary investments when the company is trying to save money. In this article you will learn about four tips on managing marketing spends during a slowdown more efficiently. During crises and downturns budgets are especially strictly controlled as companies try to save resources, so marketers find themselves under even more pressure to communicate the value of their investment decisions. Simply reducing media spends will not do because in the long term it will negatively affect brand equity and future sales. Here we will discuss some advice from a recent McKinsey article that can be useful for weathering challenging periods like we are currently going through. The Covid-19 pandemic has dramatically changed the market conditions and consumer behaviour, that’s why companies need to take prompt actions to stay competitive and secure future growth. If you use Marketing Mix Modelling to evaluate marketing performance, you need to adjust your models so that they would account for Covid-19 factor. We will also tell you how our solution helps to optimize budgeting and give the best performance with limited and fixed funds. Since… Read more »