What Adv.Cake does

Adv.Cake (legal entity: ООО «Адв Кейк Рисерч» / Adv.Cake Research LLC, OGRN 1197746479809, registered 2019) is a Russian AdTech company headquartered in Moscow that operates the ADV Cake CPA software platform for affiliate marketing campaign management. The company targets two structural inefficiencies in the CPA (cost-per-action) advertising ecosystem: traffic-attribution fraud — including cookie stuffing, retargeting-code substitution, and competitor abuse of brand keywords in contextual advertising — and the 30% commissions typically charged by CPA network intermediaries. The platform is delivered as four integrated modules under the CPA.Cake brand: Partner Program Creation (in-house affiliate program setup), Brand Context Monitoring (monitoring competitor and webmaster abuse of brand keywords across 16 Russian cities, Yandex and Google search engines, and 5 browser types), Cookie Stuffing Protection (detection of toolbar/iframe/redirect-based attribution theft), and Full-Service CPA Channel Management (managed-service oversight with consolidated analytics dashboards).

The platform is built on a conventional but production-grade web technology stack — PHP 8.3 with Yii2, Golang services, a React-based frontend, PostgreSQL for transactional data, Elasticsearch for search and analytics, and Docker/Kubernetes for orchestration — supported by 100+ servers. Revenue is generated through two streams: SaaS software licensing subscriptions (50,000+ rubles/month per module or 100,000+ rubles/month for the full analytics platform, VAT-exempt under Article 149, Paragraph 26, Part 2 of the Russian Federation Tax Code) and performance-based commissions of 5-10% on affiliate programs the company manages, with no setup fees and payment only on acquired orders. Distribution runs exclusively through direct enterprise sales (consultation-led contracts via a "Submit request" CTA), with a 70,000+ connected webmaster base serving as the platform's core two-sided supply asset.

Adv.Cake serves 300+ enterprise clients across five Russian-market verticals — e-commerce/internet retail, banking, education, travel/tourism, and FMCG/retail — with no disclosed named customer logos. Reported cumulative scale includes 1.5 million+ platform-generated visits, 200,000+ leads, and more than 1.5 billion rubles paid out to webmasters. The company is privately held, wholly owned by its founders/management per disclosed data, with no external institutional investment, no parent company, and no disclosed M&A history. Sergey Belov is named CEO and founder.

Name

Adv.Cake

Legal name

Общество с ограниченной ответственностью «Адв Кейк Рисерч»

Website

https://advcake.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Adv.Cake is a Moscow-based Russian AdTech company offering the ADV Cake CPA platform — SaaS modules for affiliate program creation, brand context monitoring, and cookie-stuffing fraud protection — serving 300+ enterprise clients in e-commerce, banking, education, travel, and FMCG against a 70,000+ webmaster network.

Ownership category

akta.pro rank

Product category

Performance Marketing / Affiliate (CPA) Network Software

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Media Buying Agencies (541830), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Offerwalls, Rewards & Performance Monetization (UA-linked payouts) (MPAFAJAI)

Keywords

• CPA affiliate network
• Performance marketing platform
• Adtech software
• Affiliate program management
• Traffic arbitrage tools

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Software Licensing - Brand Context Monitoring: Monthly subscription for brand context monitoring service with features including keyword monitoring (minimum 40 queries), coverage of 16 Russian million-plus cities, Yandex and Google search engines, 5 browser types, mobile and desktop versions, checking every two hours. Price starts from 50,000 rubles per month, VAT-exempt.
2. Software Licensing - Fraud Monitoring: Monthly subscription for analysis of dishonest actions by webmasters and CPA networks including cookie stuffing detection (toolbar, iframe, redirect methods). Price starts from 50,000 rubles per month.
3. Software Licensing - Adv.Cake Analytics Platform: Full-featured platform including fraud monitoring and affiliate program creation. Pricing starts from 100,000+ rubles per month with percentage-based calculation from advertising campaign budget. VAT-exempt.
4. Affiliate Program Commission: Company charges 5-10% commission for managing affiliate programs, significantly lower than standard CPA network commissions of 30%. Clients pay only for acquired orders, no setup fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Adv.Cake operates a CPA (Cost Per Action) affiliate marketing platform that connects advertisers with a network of more than 70,000 webmasters. The platform provides tools for creating and running affiliate programs, managing CPA advertising channels, monitoring brand context, and protecting advertiser campaigns from cookie-stuffing fraud. The company also offers the ADV Cake CPA SaaS product for performance-based internet marketing and traffic arbitrage.

Product overview

Adv.Cake is an AdTech company operating in affiliate internet marketing. The core offering is the ADV Cake CPA software platform, a unified system that provides multiple integrated modules: Partner Program Creation (for building in-house affiliate programs), Brand Context Monitoring (for protecting brand keywords in advertising), Cookie Stuffing Protection (for fraud detection), and Full-Service CPA Channel Management (for end-to-end campaign optimization). The platform connects advertisers directly with webmasters (affiliates), eliminating traditional CPA network intermediaries and offering commission rates of 5–10% versus the standard 30% charged by CPA networks.

Differentiator

Problem solved

Functional benefit

Brands

• CPA.Cake: Platform solution for creating proprietary affiliate programs with fraud protection and CPA channel management capabilities.

Products and services

• ADV Cake CPA Platform
• Affiliate Program Creation
• CPA Channel Management
• Brand Context Monitoring
• Cookie Stuffing Protection

Quantifiable outcome

• Order growth of 20-30% using partner program creation services
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

One partnership is on record.

• Webmasters (70,000+ connected)coreChannel Partner/ Reseller/ DistributorThe company has built a network of 70,000+ webmasters who provide traffic for advertisers' affiliate programs. Webmasters work across all verticals including e-commerce, banking, education, gaming, and travel. The platform provides webmasters with personal accounts, detailed statistics, and tools for campaign management. Webmasters are the core distribution channel for driving traffic to advertisers' offers.

Scale indicators13 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Admitad: One of the largest CIS/Russian-origin affiliate and CPA networks, offering partner-program management, fraud tools, and webmaster marketplaces that overlap directly with Adv.Cake's core offering.
• Everflow: Partner and affiliate marketing platform offering tracking, fraud prevention, and partner management — overlaps with Adv.Cake's CPA.Cake and Cookie Stuffing Protection modules.
• PartnerStack: SaaS platform for managing partner programs (B2B SaaS, affiliates, referrals) with fraud prevention and analytics — a directly comparable product in the partner-program management category.
• SalesDoubler: CPA/affiliate network operating across CIS and Eastern Europe with fraud-monitoring and partner-program tools — directly comparable to Adv.Cake's product stack.
• HasOffers (TUNE): Mobile and partner marketing attribution platform offering fraud prevention and partner management — comparable to Adv.Cake's CPA channel management and attribution functionality.
• Cityads: Russian-founded CPA/affiliate network with global reach; competes with Adv.Cake in advertiser affiliate-program management and webmaster monetization, particularly in CIS markets.

Broad incumbents

• Awin: Global affiliate marketing network with broader geographic coverage and larger advertiser base; competes on enterprise affiliate-program management though with a much wider portfolio and Western orientation.
• Yandex Direct: Russia's dominant contextual advertising platform; competes indirectly with Adv.Cake's brand-context monitoring module (which detects competitor bidding on branded keywords in Yandex) and represents a major ecosystem dependency.
• CJ Affiliate (Commission Junction): One of the largest Western affiliate networks, offering partner-program management and attribution tools comparable to Adv.Cake, but serving a global (largely Western) advertiser base.

Emerging players

• Tapfiliate: Affiliate and referral-program SaaS targeting SMB and mid-market e-commerce — overlaps with Adv.Cake's partner program creation module but at smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/advcake
• LinkedInlinkedin.com/company/advcake

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adv.Cake