Clever Advertising: you must walk and run alongside each partner

Fully supporting partners at every stage of their journey – no matter what that looks like – is what sets Clever Advertising head and shoulders above the competition, says Chief Commercial Officer André Machado.

This idea was at the heart of a recent discussion at SBC Summit America, where the importance of genuinely helping clients reach ambitious goals dominated the conversation. 

Alongside exploring various creative strategies and the challenge of navigating numerous marketing channels, Machado also sat down with SBC News to discuss the different approaches needed for the US and Brazilian markets.

SBC News: How does Clever Advertising adapt its approach for markets at different maturity levels – for example, the US versus Brazil, where regulation is still evolving?

André Machado: To me, these are two very different landscapes. In Brazil, regulation opened up nationwide at once, creating a scramble for market share and making operators’ needs vary widely.

In the US, regulation happens state by state. We already know which operators lead in each market and what they need—whether it’s building brand awareness or focusing on performance. We tailor our strategies to the specific demands of either an entire country, like Brazil, or individual U.S. states.

When our clients succeed, we succeed. But we also balance running brand-awareness campaigns with focusing on specific channels where a partner needs support. We walk alongside them every step of the way – though exactly how deeply we get involved depends on each client’s needs and which state or market we’re working in.

SBCN: What role does market-specific knowledge play in becoming a brand’s strategic partner, especially in places like the US, where regulations differ from state to state?

AM: In the US, state-by-state regulations affect brands differently depending on their size and level. Established market leaders have clear needs, but a mid-tier brand can gain ground if you choose the right revenue-sharing or cost-per-acquisition model.

We can operate in any scenario. The key point I want to make—especially in the US—is that while many look to affiliates for traditional services, Clever Advertising offers something more strategic.

We began with direct media buying but now also focus on influencers and app installs; and we offer full transparency to our clients on how we achieve FTDs.

The US was the first market where we pushed app-based strategies for operators, and today, almost everything happens within the app ecosystem. We can compete in that space.

It’s important for the market to see us as partners, not just an agency. We don’t charge service-level fees or set minimum media spends; yet we deliver the same results – brand exposure, dynamic creatives, dynamic odds – that agencies do.

This approach attracts FTDs, or new players, to each brand. We work across different stages of the customer journey: acquisition, retention, and reactivation. In the US, we cover all three; in Brazil, our focus is solely on acquisition.

We allocate resources based on the client’s stage. Whether a market is mature, emerging, or newly opening, we’re known for breaking into new geos and helping brands succeed. In the entry phase, there are many requirements, but we walk alongside the operator. It’s far more than a traditional affiliate partnership – it’s running and walking side by side with the client.

SBCN: How does your creative strategy differ when focusing on reactivation or retention versus just acquisition?

AM: Traditionally, markets have relied on game-specific bonuses or credits to re-engage players. But we’ve taken a different approach. We’re investing in AI to create dynamic ads with deep insights, using our own exclusive ad formats.

By combining dynamic creatives and dynamic odds with app-to-app data and AI-generated insights, we can embed targeted offers, like bet boosts, directly into the ads. Then we tie that into custom acquisition landing pages. This gives us two complementary strategies – one for acquisition and one for reactivation—hitting the goals operators set.

Because we have an in-house design studio, we can quickly customise creatives to fit our formats. Everything is tailored to each operator’s needs.

SBCN: From a compliance and creative governance perspective, what challenges do your clients face, and how does your technology address them?

AM: Brazil is a hot topic because its market only opened this January. We launched locally alongside our clients, which simplifies taxes, compliance, and regulatory discussions for everyone. We work exclusively with regulated clients. While some markets are permitted but not fully regulated, Brazil transitioned from a pre-regulation environment. Operating in a regulated market makes everything much clearer.

We also support clients across multiple marketing channels because advertising laws can be unclear about what’s allowed. Our legal team works closely with clients to navigate these complexities. This ties back to our identity: we started as an affiliate but have evolved far beyond that. We operate across all marketing channels, so we need a solid infrastructure – especially in IT – to ensure compliance and deliver technology-driven value, including AI.

We routinely review creatives for compliance. Under-18 protections, for example, are a major focus, and our systems handle that efficiently. At the same time, we monitor how regulations evolve across different channels.

We work with clients on every aspect – technology, regulation, media exposure, supply – keeping constant communication. We maintain transparency and full legal compliance, building trust. Our clients know they can count on us.

SBCN: With so many marketing channels today, how does Clever Advertising maintain consistent campaign messaging and alignment across all platforms?

AM: It all starts with alignment between us and the operator. Right now, we’re heavily investing in areas like social influencers, and the positive results – and client feedback – encourage us to keep expanding.

Our approach is straightforward: have an open conversation with the operator. Ask, ‘Where do you need help? Where can we add value?’ Each market’s requirements vary, so we proactively work alongside our clients to meet their specific needs.

Once we’re aligned, we can coordinate branding, compliance, and even involve external suppliers, since we maintain open dialogue with many vendors. This holistic collaboration lets us support clients in numerous ways.

In the end, we deliver performance – because that’s how we get paid. But it’s never a one-sided deal; it’s a mutual understanding. One of our key strengths is our exclusive publisher network.

We have over 150 dedicated media buyers and don’t rely on SSPs. We promote brands through exclusive formats, giving them unique exposure – and they only pay for performance.

SBCN: What’s next for Clever Advertising? What milestones are you targeting over the next seven months?

André Machado: Our top priority is solidifying the new channels we’ve launched and are scaling. We want to elevate those channels to the same level as our publisher network – that’s our first milestone. Next, we aim to expand the number of marketing channels that bring value to our clients.

We’re already testing several options to deepen collaboration. Finally, we’ll continue nurturing long-term partnerships. Some of our clients have been with us for over a decade, which speaks volumes about the value we provide and the trust they place in us.