CodeFuel, a Perion company, Awarded Microsoft Advertising Global Supply Partner of the Year

CodeFuel, a Perion company, Awarded Microsoft Advertising Global Supply Partner of the Year

We are delighted to share that CodeFuel has been selected as the Global Supply Partner of the Year. CodeFuel is one of only five companies globally that have reached the status of a global partner. The official announcement was made during Microsoft Advertising Elevate on the 27th of April 2022, the annual global partner summit exclusively for elite and select partners.

This prestigious award is given to the supply partner who has demonstrated excellence in partnership with Microsoft Advertising across the board. As a search supply partner, we fill an important role and we are committed to continue and work on building technology & business solutions to drive value as a partner.

Scroll down to read the press release



Perion’s Search Advertising Business Unit, CodeFuel, Named Microsoft Advertising’s “Global Supply Partner of the Year”

April 28, 2022

TEL AVIV & NEW YORK–(BUSINESS WIRE)–Apr. 28, 2022– Perion Network Ltd. (NASDAQ: PERI), a global advertising technology company, announced today that its search advertising business unit, CodeFuel, has been named Microsoft Advertising’s 2021 Global Supply Partner of the Year.

CodeFuel has been selected as the Global Supply Partner from the Microsoft Advertising regional winners – all of them distinguished and effective partners – across the Americas, EMEA, and APAC. It is one of only five companies globally that have reached the status of a global partner, each in its area of expertise.

This prestigious award goes to the business that has shown excellence in partnership with Microsoft Advertising across the board. The announcement was made during Microsoft Advertising Elevate on 27 April 2022, the annual global partner summit exclusively for Elite and Select partners.

“We’ve had a partnership with Microsoft that extends more than ten years, and this recognition as Microsoft’s Advertising Partner of the Year is a moment of great pride in a long history of successes. Yet it is only the start,” said Doron Gerstel, Perion’s CEO.

“As consumers globally relied on ecommerce to an unprecedented degree – advertisers responded by investing more into search – which is the category where consumers demonstrate the highest degree of intent. Capitalizing on this generational shift required close collaboration between the CodeFuel team and the Microsoft team, and the results speak for themselves. Going forward, we will continue to build our network of publishers, while maintaining the impeccable quality standards which matter so much to both of us,” Gerstel added.

“The millions of daily searches that our publisher network generates are one aspect of Perion’s diversification strategy. Thanks to our continued investment to connect all demand and supply assets to central iHUB, the success of our cookieless targeting platform SORT™, and our high impact CTV and video advertising offering – Perion is poised to further accelerate its momentum,” he concluded.

“We are thrilled that CodeFuel, a Perion Company, has been named our Global Supply Partner of the year. This is an award which reflects the growth of the underlying business, which is the result of true partnership, close collaboration, and technology innovation. CodeFuel’s commitment to their clients has been noteworthy, during a time of disruption and uncertainty. We look forward to our continued partnership and continued healthy growth of all aspects of the business,” said Sean O’Connor, International Marketing Director at Microsoft Advertising.

“The growth we have achieved in the last couple of years reflects the close collaboration and the teams’ dedication to our mutual success, year after year,” said Tal Jacobson, General Manager, CodeFuel.

“If I could name three main areas of effort that brought us to this point, I would say technology investments, close collaboration with our publishers to fuel growth, and focus on quality to maximize user engagement and brand safety. We look forward to further driving success for publishers and advertisers,” added Jacobson.

About Perion Network Ltd.
Perion is a global technology company that delivers strategic business solutions that enable brands and advertisers to efficiently “Capture and Convince” users across multiple platforms and channels, including interactive connected television – or iCTV. Perion achieves this through its Synchronized Digital Branding capabilities, which are focused on high impact creative; content monetization; its branded search network, in partnership with Microsoft Bing; and social media management that orchestrates and optimizes paid advertising. This diversification positions Perion for growth as budgets shift across categories.

About CodeFuel
CodeFuel, a Perion company, delivers powerful search solutions for publishers and media buyers. Its search technology suite equips publishers with tools to enhance user experience and drive revenues across desktop and mobile. To learn more, go to, or follow us on Twitter @Code_Fuel

Forward-Looking Statements
This press release contains historical information and forward-looking statements within the meaning of The Private Securities Litigation Reform Act of 1995 with respect to the business, financial condition and results of operations of Perion. The words “will,” “believe,” “expect,” “intend,” “plan,” “should” and similar expressions are intended to identify forward-looking statements, and our preliminary results also constitute forward looking statements. Such statements reflect the current views, assumptions and expectations of Perion with respect to future events and are subject to risks and uncertainties. Many factors could cause the actual results, performance or achievements of Perion to be materially different from any future results, performance or achievements that may be expressed or implied by such forward-looking statements, or financial information, including, among others, the failure to realize the anticipated benefits of companies and businesses we acquired and may acquire in the future, risks entailed in integrating the companies and businesses we acquire, including employee retention and customer acceptance; the risk that such transactions will divert management and other resources from the ongoing operations of the business or otherwise disrupt the conduct of those businesses, potential litigation associated with such transactions, and general risks associated with the business of Perion including intense and frequent changes in the markets in which the businesses operate and in general economic and business conditions, loss of key customers, unpredictable sales cycles, competitive pressures, market acceptance of new products, inability to meet efficiency and cost reduction objectives, changes in business strategy and various other factors, whether referenced or not referenced in this press release. Various other risks and uncertainties may affect Perion and its results of operations, as described in reports filed by Perion with the Securities and Exchange Commission from time to time, including its annual report on Form 20-F for the year ended December 31, 2021 filed with the SEC on March 16, 2022. Perion does not assume any obligation to update these forward-looking statements.

What are IAB Standard Ads?

What are IAB Standard Ads?

As the digital advertising industry keeps growing, the myriad of agencies, companies, and publishers are forced to abide by some regulations and standards to be able to work together. The standard that regulates ads in the advertising industry is called the IAB standard. Keep reading to learn what are IAB standards, and how can publishers can benefit from them.

What does IAB Mean?

IAB Logo

The Interactive Advertising Bureau (IAB) is a regulating body for the ad tech industry that sets standards and guidelines for the industry. The IAB was founded in 1996 as a non-profit. Its operations include developing industry standards, conducting research, and providing legal support for the digital advertising industry.

The IAB Global Network consists of 42 international organizations worldwide, with 27 national IABs only across Europe, covering over 500 companies. The organization produces many valuable resources like the IAB Annual Report 2021 study,

What are IAB standards?

IAB standards are a guide, a set of best practices, geared to guide publishers and advertisers to follow a common set of technical specifications. These standards are set with the goal of maintaining ad measurements consistency, protecting consumer privacy, and reducing ad fraud.

IAB Standards

IAB standards according to their areas of focus 

The Typical Standard IAB Sizes

There are three standard sizes:

  • Leaderboard (728×90).

It is a rectangular digital ad, also called a horizontal banner ad. It is one of the most popular ad units. Below is an example from Forbes.

Horizontal Banner AD


  • Medium Rectangle (300×250).

This size is commonly used by websites that monetize with display ads. Here is an example from CNN’s website.

Medium Rectangler AD

This medium sized ad is one of the most used since 2017, back when Google allowed publishers to place 300×250 units above the fold.

Average Viewability of AD


When the ad is placed above the fold it has more viewability.

  • Skyscraper (160 x600).

These are vertical ads often displayed on the side of the screen.

Skyscraper Ads


These ad units are not only the most popular but also often the most profitable as they are consistently in high demand from advertisers. But these aren’t the only ad sizes recognized by the IAB, among them are also the billboard ad (970×250), the smartphone banners (in two sizes, 300×50 and 320×50), and the portrait size ads (300×600).

As a publisher, you should experiment with using a mix of different ad sizes to see which ones yeild better returns.

IAB New Ad Portfolio

The IAB Tech Lab developed new guidelines for a New Ad Portfolio. These standards are geared to improve the ad experience on multiple platforms, such as mobile, websites, and social media. Moreover, these guidelines take into account new technologies such as virtual reality and augmented reality ads.

Another consideration of the new ad portfolio is the new privacy regulations and fraud protection, such as the phasing out of third-party cookies. Some of the New IAB Ad Portfolio guidelines include:

  • Advertisements shouldn’t be disruptive‌.
  • User experience is a top priority.
  • Users should be given control over their advertising experience.
  • Ads need to render as fast as possible.

This New Portfolio (New Standard Ad Unit) replaces the previous guidelines, providing additional standards for new units. 

Flexible Ads

These ads are based on aspect ratio instead of fixed pixel sizes. The reasoning behind this is that today’s users connect to the internet using multiple devices, therefore, ads need to adapt to different devices and screen sizes.

Flexible ad units keep their aspect ratio regardless of the devices they are displayed. This ensures the ads are rendered across different screen sizes and integrated with responsive websites.


LEAN AdsLEAN stands for Light, Encrypted, AdChoices supported, Non-invasive ads. By serving users with LEAN ads, the user experience gets priority, for instance, by minimizing the page loading time. LEAN ads don’t replace the current standard sizes but provide new guidelines in addition to size requirements.

IAB Guidelines for Display and Mobile

These guidelines aim to guide publishers on file size limitations as well as to serving ads in HTML5, with the goal to improve user experience.

  • There is a limit of a maximum of 15 file requests for each initial file load so it won’t negatively impact page performance. Initial load is the total compressed file size of creative assets delivered to the browser for display. 
  • IAB recommends publishers and ad servers use browser aching and shared libraries in HTML5 Ads. By doing this, you can improve the ad load performance.
  • Creatives should build ads to perform without disrupting site or app performance. IAB recommends a max 30% CPU load per active ad. 
  • For host-initiated file requests, the maximum number of file requests is ten, during initial file load. You can load additional files during sub loads and user-initiated loads.

New Ad Sizes

Flexible size ad specifications


  • Smartphone Banner

This type of ad unit is between 200×200 for a small square to 320×320 for a mobile full page, according to the IAB standards. The most popular variations are 320×50, 300×50 and 300×10. 

  • Billboard

It is an IAB standard and can be featured on every type of page, as well as on tablet devices. The standard size is 970 x 250. Digital publishers offer billboards as an ad option, such as this example from The Guardian.

Billboard Ads

  • Portrait

A portrait ad unit is measured at 250 pixels in width but 1200 pixels in length vertically. As a result, this ad extends below the fold. The large size enables advertisers to incorporate multiple sections.

What is the IAB Tech Lab?

The IAB Technology Laboratory (Tech Lab), is a non-profit with the goal to develop standards, build growth and cultivate trust in the digital media industry. 

The Tech Lab consists of digital publishers, ad tech firms, agencies, and marketers. IAB Tech Lab delivers solutions to prevent ad fraud, protect consumer privacy and identity, and programmatic effectiveness. It also develops standards, specifications, and guidelines to standardize the industry and improve ad experiences.

The IAB Tech Lab is independent of the IAB, with a different board of directors. This structure enables it to accept members from outside the USA. The group has a compliance program organizations can adhere to implement protocols, specifications, and software.

Why are IAB Standards Important?

Because IAB ad units are used throughout the industry, they quickly turned into the most profitable sizes. These types of ads are always in high demand and are easy to implement, thus enabling publishers to increase their revenue. 

The Benefits of IAB Standards for Publishers

Publishers may benefit from adhering to the IAB Standards:

  • They simplify creating ad inventory.
  • The New Ad Portfolio adapts sizes based on aspect ratio, allowing the ad units to be consistent across multiple device types.
  • They provide guidelines for new digital media formats, including social media, and virtual and augmented reality.
  • The New Ad Portfolio focuses on delivering a better user experience through faster loading time.
  • The IAB standard maximizes publishers’ ad earnings when monetized via ad networks.

General Ad Requirements

According to IAB standards, these are the general ad requirements:

  • Ads need to include Interest-Based Advertising self-regulation controls by using behavioral targeting. 
  • Ad space should be defined,  such users can distinguish it from unpaid content.
  • No automatic audio play. There should be controls for the user to initiate audio.
  • For slow connections, the file weight should be 30% less than recommended.


  • 1. What are the functionalities of IAB?

    According to the IAB New Standard Ad Unit Portfolio, it involves standards for display ads, native ads, new technologies like virtual reality ads, 360 degree image and video ads.

  • 2. What is the IAB standard for ad viewability?

    The IAB considers an ad to be viewed when at least a 50% of an ad is in view for a minimum of one second (display ads) or two seconds (video ads).

  • 3. What’s IAB compliance?

    The IAB has compliance programs that enable companies to adhere to set of global industry technical standards in digital advertising.

  • 4. What are the functionalities of IAB?

    According to the IAB New Standard Ad Unit Portfolio, it involves standards for display ads, native ads, new technologies like virtual reality ads, 360 degree image and video ads.

  • 5. What is the IAB standard for ad viewability?

    The IAB considers an ad to be viewed when at least a 50% of an ad is in view for a minimum of one second (display ads) or two seconds (video ads).

  • 6. What’s IAB compliance?

    The IAB has compliance programs that enable companies to adhere to set of global industry technical standards in digital advertising.

Maximize your revenue with CodeFuel!

Leveraging a monetization platform can help you comply easily with IAB standards. CodeFuel works with display and native ads that follow IAB standards and guidelines. These popular ad units drive advertiser’s demand, therefore maximizing your revenue as a publisher.

How to Monetize Anything on the Digital + Definition

How to Monetize Anything on the Digital + Definition

Whether you have a new website, an e-commerce site, or a new app, you want to make money from it. Surely you heard the word monetization when it comes to earning a profit from your digital properties.

If you get confused with all the monetization options, don’t worry, we at CodeFuel prepared this guide with all you need to know to get started.

Monetization Meaning + Definition

If you are in the digital marketing industry, chances are that you heard the word monetization. Monetization refers to the process of making money from your website or other digital property. It doesn’t necessarily refer to selling your product or service but earning revenue from your website in other ways. 

Actually, your website or app can be the perfect place for marketing products, and there are myriad strategies for doing it. You can monetize your application, your software, or your browser extension.

How to Monetize Anything?

When you create a digital product, your main goal is to generate revenue from it. The basic rule for monetizing anything digital is to connect with your intended audience and give the user what are they looking for. If you follow this, you can monetize a website, an application or extension without a problem.

How to Monetize a Website?

If you are a publisher or a non-e-commerce site, you may wonder how to make money from their websites. Your digital property is valuable, and there are many strategies to monetize it.

#1. Affiliate advertising

Affiliate marketing means you get paid for every referral you make to another company. When you add affiliate links to your website, you’ll receive a commission from each person that clicks your affiliate link. The link can open a product page or an offer where the user can buy a product. 

Affiliate advertising do’s and don’ts

  • Do make clear on your website that you are using affiliate links and with whom.
  • Do recommend products and services that are relevant to your audience.
  • Don’t overpromote, cluttering your website with all kinds of affiliate links.

#2. PPC

This is one of the most common ways to monetize a website. Simply explained, it means you partner with an advertising network that displays relevant ads on your website and banner and get paid every time a viewer clicks on them. Ad networks pay publishers a rate per click, called Click-Through-Rate. 

One of the most popular ad networks is Google Adsense. Want to know how to make money with Google Adsense? Check out our How To Make Money With Google AdSense article

AdSense isn’t the only advertising network you can choose, in fact, we compiled a list of the best ad networks for publishers in 2022

PPC do’s and don’ts

  • Do choose an ad network that caters to your audience
  • Do choose an ad network that meets your percentage needs.
  • Don’t start with PPC if you don’t have enough traffic. Every network has different requirements, and it can take a while to build enough traffic to get a nice income from PPC.

#3 Display ads and banners

codefuel monetize

You can sell ad space on our website as another way to improve your income. This can allow you to arrange the prices directly with the advertisers, getting the entire pay instead of a percentage. Of course, this also requires promoting your ad space and negotiating with advertisers. You can sell space for different types of ads, video, interactive, rich media, and banners. 

Pop-up ads are another way you can make a profit from advertising. Although pop-ups can seem annoying, the fact is that they are effective. Pop-ups can get an advertiser’s message right in front of visitors and that’s why the engagement and click rates are usually high.   

Advertising do’s and don’ts

  • Do use this model if you have high conversion rates. For example, if you have a solid community of followers or recurring customers.
  • Don’t use CPM if you don’t have very high traffic numbers. While you can earn $5 per click, you will get the same but per a thousand impressions.
  • Don’t implement too many pop-ups or you risk annoying your visitors.

#4 Sponsored Posts

Sponsored guest posts can bring you a steady source of revenue. How does it work? You collaborate with a business to create or publish promotional material. It can be a review, a sponsored post, or a feature.

codefuel monetize

You can publish the content on your website or create the content yourself. If you create the content for the brand, you can ask for a higher rate than just publishing. 

Sponsored Posts do’s and don’ts

  • Do invest in your website strategy. The more popular your site or blog is, the more you can charge for your sponsored posts.
  • Don’t be sneaky. Identify sponsored content as such. If you charge to promote content, tell your viewers. Avoiding disclosing sponsored content can eliminate the trust they have in you.

#5. Search monetization

Adding a search box to your website can give an extra source of revenue. Every time a viewer uses your search page is served relevant ads according to their search keywords. When you use a monetized search box, you earn a commission every time the person conducts a search. 

Search monetization do’s and don’ts

  • Do customize the search feed for your site. The feed will look like part of the page.
  • Do use search monetization if your site gets a lot of traffic.

How to Monetize an App

codefuel monetize

If you developed a great new app, chances are you want to make money from it. So here is where monetization comes to help. App monetization is the process of generating revenue from your app. 

Since every app is different, some monetization models can work for one app and not for another. How do you know which monetization model can work for you? Are you going to charge for your app? If not, how can you generate revenue from it? 

The key is to plan the monetization from the start of the development process. Thus you can ensure your app generates a growing income, and you keep the user experience great. 

App monetization strategies vary, you can focus on one or combine several.  For instance, you can add in-app ads and also allow for in-app purchases. More on app monetization methods below.

Monetization Channels

There are three monetization channels you cannot miss for your app or website: 


It seems that every day we spend more and more time on our phones. Americans spend an average of 5.4 hours on their mobiles daily. With such numbers, is not a surprise that Google implemented a mobile-first algorithm that penalizes sites that are not mobile-friendly. Ensuring your site is mobile-friendly helps you reach your users where they are most: their phones. That’s even more true with app monetization.  


When you try to monetize your app or site, don’t forget about social media. Facebook and Instagram allow now e-commerce features, seamlessly connecting your social media page to your site. You can use their video platforms, shoppable posts, and other features to increase your income. 


Video and social go hand in hand now and you can add video channels to your monetization strategy. YouTube, specifically, has a channel monetization program you can join. The opportunities of monetizing YouTube are huge. According to a Google survey, 70% of shoppers would learn about products and brands on YouTube. And despite the crunch of 2020, YouTube ad revenues are expected to grow to $6.87 billion in 2022, from $4.04 billion in 2020.


Top 10 strategies to monetize and engage users on websites

1. Make sure your website is responsive

Mobile has overtaken desktop in most areas now, including media consumption and search. Make sure your site is responsive so you not only can reach your audience but also rank higher on SERPs.

2. Include images and media

Images are a staple of digital content, catch the attention of the viewer and give context to the content. This increases blog posts and social media impressions. Videos make the info easier to consume, are increasingly becoming the top channel for content, so make sure you include videos in your strategy.

3. Add visual data

Infographics, charts, and other visuals tell a story with data. They present the information in a format that is easy to understand. That makes them very popular with users. In fact, 65% of marketers use infographics in their marketing. So ensure you add infographics and charts to your content.

4. Interact with viewers

Your viewers are potential customers, so give them a way to contact you and interact with them.


a. Allow comments and comment back

Make sure your website or app allows users to comment. Engage your users in conversation by answering back. This will help you create a community of users.

b. Integrate social

When you integrate your social media to your site, you expand the reach of your marketing efforts.  Be sure to have a strategy that includes social media channels.

5. Write good quality content


Quality content is still the main criteria to getting a good rank for your site, get your viewers engaged, and more conversions.

Here are some tips to make your content more engaging:

a. Skimmable

Studies show that most people don’t read, but skim the content looking for what they want. Use bullets, numbered lists, lots of subheadings, and bolded words. Short paragraphs and white space also help.

b. Tell a story

People remember stories more than they remember content. Stories work with emotions, convey information, and make content more memorable than cold data.

c. Be concise

Convoluted blurbs are for academic papers. Get straight to the point with your writing.

d. Be relevant

Users want to find what they are searching for. Check that all the elements on your website are relevant to your audience. This includes the ads, and sponsored content. Don’t use fluff to fill up spaces or information that your audience won’t care about.

e. Create long-form content

While you need to be concise, this doesn’t mean your website content needs to be the size of tweets. Actually, long-form content (over 1,500 words) has proven to drive more engagement. Long-form articles keep users longer on the site, which results in a higher ranking.

f. Evergreen content

“Evergreen” content refers to the type of content that stays relevant to users over a long period of time. Also called pillar content, this type of SEO content can rank up your authority with search engines.

6. CX, CX, CX (customer experience)

a. Few choices are better than many

When users have too many choices they get overwhelmed and can leave your site. In fact, research shows that too many choices lower conversion rates. Make sure your site has a clean customer journey that helps the user achieve their goal.

b. Clear and easy design

Your website design needs to accompany and help the users, not confuse them. A well-designed website helps engagement and conversion rates.

c. Usability before sales

A key of user experience is the usability of the site. The interface should be easy to navigate and the site should focus on value and the user experience.

d. Make sure your site loads quickly

Slow loading sites are one of the main causes of bounce rate. Make sure your site loads in under 3 seconds to ensure your site engages your viewers.

7. Use a one-stop monetization solution

An all-in-one monetization solution can make your life simpler. The right monetization platform not only can increase your income but your reach.

8. Create a user engagement strategy

You can engage users more effectively when you have a clear strategy, with goals, milestones, and metrics. Plan your strategy beforehand and follow with analytics to stay on track.

9. Bring social proof

Social proof, such as testimonials, brings credibility to your site. The more you have and the more details you have, the more people will trust you.

10. Use an omnichannel marketing funnel

Spread your marketing across channels, pulling users down a funnel from social media, paid ads, and other marketing efforts. Keep in mind of not going too broad, better focus on the channels your users actually are on.

Techniques to Monetize Without Investing


1. Social content locker

This technique allows you to monetize through a PPD (Pay per Download) network. When you sign up to the network, when your users want to download the app or file, they are asked to complete an offer, like a quiz or survey. Each time they do, you get paid.

How do you find relevant offers? Use a related social media account, and create a community by adding useful and relevant content. Once you do, start posting your PPD links. Every download will earn you revenue.

2. Pay per blogging

You can use a free blogging hosting service such as WordPress or Blogger, to create a blog around your downloadable content. To attract people to your blog, of course, you’ll need to add informative and entertaining posts that relate to your offer.

This will create the platform where you can add PPD links to your content, preferably inside an article with related content. You can use your social media and video channels to promote your blog and attract people to download your offer.

3. Pay per Youtube

If you have a piece of content that is valuable for your audience, you can use YouTube to promote it through a PPD network. You’ll need to create a YouTube account around your niche. When you upload your content to the PPD network, you’ll get a locked URL.

How do you use YouTube to promote the content? Simple, just create a video with the PPD link in the video description. Once your viewers download the content, you’ll get paid.

4. Promotional strategies

You can use outsourcing websites like Fiverr or Upwork to have the work done with a few dollars by using freelancers.

  • Find social media marketers that will tweet your product to their followers.
  • Bloggers can post reviews of your product.
  • Video producers can create video presentations.

Is not that hard to promote your content, but remember to focus on your niche to avoid being spammy.

Ethical monetization 101

Monetization sometimes gets a bad reputation, and it is true that there are certain techniques that are shady. Unethical monetization leads to angry customers and potential loss of business.

Why ethical monetization?

  • You can build a solid reputation: unethical marketers sooner or later get a bad reputation. Unlike them, when you engage in ethical monetization practices you have the peace of mind that comes from responsible behavior. You can network with confidence and build your good name.
  • You can compete with real businesses:  ethical marketers can compete with other real businesses and grow in a serious market. You will earn a competitive advantage on your own merit.
  • It results in happy customers: unethical practices ultimately hurt your customers. Therefore, sticking to ethical monetization programs will result in earning your customers’ trust.

Playing well pays off in the long term. So, let’s review some ethical monetization programs you can use:

Monetization programs overview

Affiliate programs

These are commission-based revenue systems. They work by matching merchants who offer products and services and affiliates who sell those products and services.

Some companies run their own affiliate programs, but many are run by independent agencies, called affiliate networks. They mediate the relationship between merchants and affiliates, develop the program’s rules and the software that all parties use to communicate.

Affiliate programs can be very effective as monetization options since the commissions are usually based on the sale price of the items in question. The higher the price of the product, the higher the commission.

You can make money in an affiliate program as a merchant or as an affiliate. If you have a product to offer, other affiliates can help you market your product, and you pay a commission for each sale. If you want to sell other people’s products, you earn a commission-based revenue. You can also do both.

Advertising programs

Advertising is still one of the most common ways to monetize websites, software, apps, digital content. All social networks have their own advertising program, from Facebook to Twitter, Instagram, as well as Google and Microsoft.

Advertising networks can offer cross-platform solutions and advertise in a variety of places. You can integrate ads into apps, installers, or serve search ads. Advertising networks benefit both advertisers and publishers. Advertisers get the best digital properties for their ads, and publishers get the best bid for their digital space.

Learn more about advertising networks in our guide to the Top Advertising Networks of 2022.

Pay per download

PPD (Pay-per-download) programs generate revenue each time a file, app or piece of content is downloaded. They work in two primary payment methods:

Content locking:  this method “locks” the content behind a link, and the end-user must perform an action ( fill a survey, answer a poll, fill a form) to unlock that content. Once it is done, the third-party advertisers will send you the payment.

Paid downloads: this method requires the user to pay to download the content or software and you get paid for each download.

Pay per download can generate a decent revenue when you offer something that has enough value for the user. Content that has a lower value such as pictures, printables, wallpapers are better suited to a content-locking program.

Pay per install

Smart installers and ad-powered installation modules combine software distribution and advertising programs. These programs allow you to integrate ads into a desktop installer. When a user acts on that advertisement, you get paid.

This monetization program helps developers, publishers, and advertisers. You can promote your own product through the installer, and if you have the software, you can add the installer to generate more revenue.

Hybrid options

These are the combination of two or more monetization methods. You can combine affiliate links with display advertising, for example.

App monetization methods


Freemium and subscription-based apps are very popular these days. You can give your users a free trial for a period where they can try all premium features. This gives you the chance to educate your users and probably encourage conversions. You can also give a free version with basic features and then charge for premium features.

Keep in mind to be clear with your users and disclose from the start that your app is freemium.


You can charge people for downloading the app. Just put a price on it (for example, $0.99) and hope that your marketing efforts will make tons of people buy it. However, most users expect apps to be free these days. So, if there is a similar free app, they’ll probably download it. That doesn’t mean you cannot charge for your app. Just make sure you bring enough value to the user so it is worth it.

In-app advertising

Most free apps feature in-app advertising that promotes everything, from deals to other apps, offers, and discounts. The advantage is that many users don’t mind the advertisements in order to get free apps. However, in-app advertising returns are often low.


For many developers, this is the easiest monetization model. Bundle your software with third parties which have their own monetization platform. These third parties present offers to your users when your app is installed. When a user accepts the offer, you get paid. So you can earn money without the monetization legwork.

In-app purchases

This is a method of app monetization that can generate more conversions and loyalty from users. For example, for gaming apps. Game developers engage the user first and then give the option to pay to access new packages and features.

Learn more about app monetization in our  How to monetize mobile apps  guide 

Top 5 Monetization Platforms

Now that you know about monetization, which monetization platform should you choose? Don’t worry, we explored and ranked the top 5 for you:

1. CodeFuel

Techniques to Monetize

This complete monetization platform lets you leverage search, ads, shopping, and news to monetize any digital property. 


  • App monetization
  • Search mediation
  • Website monetization
  • News feed
  • Tracking and analytics
  • Centralized dashboard
  • Multiple integrations


  • Flexible
  • All in one


  • Not suitable for very small publishers. 

2. AudiencePlay


This program focuses on monetizing data safely and securely.


  • Data segmentation
  • Data monetization


Allows to monetize data and can be combined with other monetization methods. 


Is not a monetization program itself.

3. AdSense


Google AdSense is one of the most popular monetization platforms. When you sign for the Google AdSense program, Google will serve relevant ads for your audience.


  • Ad monetization
  • Analytics


  • Responsive
  • Large advertising network
  • Easy to use


  • High traffic requirements to enter. 

4. Exoclick


Is a website monetization program for publishers and advertisers. Provides automated monetization options and analytics.


  • Multiple monetization formats
  • Real-time statistics 
  • Adblocker
  • Campaign optimization


  • Good quality of traffic
  • Good payouts
  • Convenient


  • Poor support

5. Clickky


Clickky biz makes it easier for you to create ad placements for your website and select ad categories. You can choose the ad type and format for mobile and desktop. 


  • Mobile monetization
  • Programmatic advertising
  • Multiple monetization formats.


  • Analytics
  • Real-time user tracking
  • Easy to use reports


  • Don’t have many integrations
  • Focus mainly on analytics

How Can CodeFuel Help you Monetize Your Digital Property?

When you start considering monetization there are many avenues you can take. Should you focus on advertising? Affiliate marketing? You can use a combination of methods to achieve your monetization goals. 

CodeFuel can help you leverage multiple monetization methods through an intent-directed solution. You can leverage search, ads, and news with our all-in-one platform. Start monetizing today with Codefuel by contacting us.

Russia vs. Ukraine: the Search Front

Russia vs. Ukraine: the Search Front

Search data is a great signal for understanding human emotions and public opinion.  At CodeFuel, we monitor over 18M searches a day to ensure high-quality performance for search advertisers. These days, however, I’ve been looking at the data from a completely different angle, and the signals emerging as a result of the war between Russia and Ukraine are striking.

It has been 16 days since Russia’s invasion of Ukraine, and search queries echo the interest and concerns about the war, its causes, and the prominent figures involved. As the UN reports, over 1.5 Million Ukrainians were forced to flee their homes, and others remained to protect their country. Yet, amid this chaos, the unmistakable intentions of the many who are willing to help shine loud and clear.

From Early Signs to Full-Fledged Crisis

Reports of a Russia-Ukraine conflict emerged in the spring of 2021, which referred to Putin’s criticism of the expansion of NATO to include Ukraine. This was reflected by an increase of over 9% in queries around the Russia – Ukraine conflict in April. Russia had already started gathering military forces by the Ukrainian border. At the end of the year, efforts were still being made to negotiate an agreement between Russia and the US, but these proved unsuccessful. Towards the end of January 2022, search queries already reflected the growing tension and anticipation of a possible invasion with an increase of 26% within conflict-related queries.

In the early hours of February 24th, Russia invaded Ukraine. On that day, search data indicated a sharp increase of over 180% in related Russia Ukraine queries. While the entire news category has exhibited a significant increase, some of the most searched terms were “Ukraine news,” “Russia Ukraine,” “Ukraine conflict,” and “Ukraine map.”

“How Can I Help?”

One search pattern that stands out during the monitored period is the global cry for help on behalf of Ukraine. Worldwide, many are unsurprisingly searching for ways to alleviate the suffering of the Ukrainian refugees.

Between February 24th and 25th, the data clearly indicates a steep rise in search queries that include the word “help” in them, within the total queries of the ‘Russia – Ukraine’ data. Search terms and keywords reveal massive numbers of people around the globe are looking to help Ukrainians. These charitable efforts range from assistance in finding safe passage out of the country, making donations, or locating online support groups.

The word “help” also appeared in many queries raising questions about the help expected from NATO and the US. Some recurring phrases were “how to help Ukraine,” “nonprofits helping Ukraine,” “is the US helping Ukraine,” and “will NATO help Ukraine.”

help queries

A President’s Popularity vs. Notoriety

When we look at the daily percentage out of the total searches of both presidents’ names, “Vladimir Putin” takes the clear lead. However, starting February 27th, a few days after the invasion began, there was an apparent increase in the percentage of queries for “President Zelensky.”

While Ukraine is the evident underdog where military power is concerned, their president is gaining on Putin with search queries. President Zelensky’s rising popularity within Ukraine, along with his unique story, fueled the heightened interest in him. All major news publications have cited his past as an actor and comedian and his unconventional journey to serving as the sixth President of Ukraine.

In his speech to his citizens, he encouraged them to stand up against Putin’s forces, fight back, and not surrender. “I need ammunition. Not a ride.” This statement was a defining moment for the Ukrainian president. His defiant approach struck a chord in the West, and the increasing number of searches indicate a growing interest in him.

I expect this trend to continue its shift as Zelensky makes additional public appearances on behalf of his country. His impassioned appeals for democracy are well received by audiences in the US and European Union.

search queries by president

The Ghost of Kyiv

A trending search query is defined as a specific search term that gains an unexpected, significantly high search volume. Such a query – ‘the ghost of Kyiv’- emerged as one of the top ten queries within the ‘Russia – Ukrain’ search data immediately after February 24. It has since become a viral story and a trending topic on Twitter. According to unofficial reports, the nickname “Ghost of Kyiv” refers to a mysterious MIG-29 fighter pilot who shot down six Russian fighter planes on the first day of the war. Updated reports presently talk about ten Russian aircraft that the mysterious pilot shot down. While some tweets quote the former president of Ukraine confirming the story, many doubt the existence of a single “Ace” pilot. Whether or not this pilot exists, the tale seems to contribute to Ukrainian morale.

As the situation unfolds, my team and I keep our eyes on the world’s heartbeat as reflected by the search data. Here’s hoping for better days.

How to Build a Chrome extension

How to Build a Chrome extension

While these days there seems to be an extension for everything, it’s not impossible for one to struggle to find a browser extension for a particular purpose or need. How complicated is it to build one? Below you’ll find a step-by-step guide on how to create a Chrome extension:

Step 1: Requirements

Two notes before starting:

  • While this may seem obvious to most, it is important to build your extension within Google Chrome itself.
  • Test your work as you move through this process. It is easier to fix coding mistakes as you go than turn back once you’ve finished.

Before you get started, you will need to decide the extension’s function. What purpose will it serve? Focus on your audience’s interests and problems, so you can clearly define what kind of solution you can offer.

Once you have this covered, check the design. Every extension uploaded to the Google Chrome store requires an icon. You can create it yourself or outsource the design. Once you have your icon you can get started building your extension.

Step 2: Building Blocks

Like every piece of software, the extension will consist of several files. So, the first thing you need to do is create a directory that will host all your extension files. 

A directory is a location to store files on your computer. Any operating system with a hierarchical file structure, such as MS-DOS, OS/2, or Linux, has a file directory.

Why do you need a directory? So when Chrome is loading your extension, you can pull the files from the correct folder.

manifest.json file

Next, you need to create your extension’s manifest file. 

A manifest is a file that informs the OS how to start a program. Settings in a manifest file are always specified using XML language. Manifests are often used to include settings like privileges, inform the OS which version of a DLL the program will use.

In the case of your extension, the manifest file will give Chrome the instructions to load the extension.

Creating your manifest file

In Chrome, create a file named manifest.json and add it to your directory. Add the code you need to your manifest file. Then add the following code:


“name”: “Getting Started Example”,

“description”: “Build an Extension!”,

“version”: “1.0”,

“manifest_version”: 3


The permissions of the extension depend on the extension function. You can find a list of all the permissions and their meaning in the Chrome extension docs.

Pop-Up Page

If your site needs a popup, you should add it to your code.

  1. Assign the name of the file with browser_action in the manifest file.
  2. Build the popup page with HTML or CSS. You can add images with SVG.
  3. Use JavaScript to add functionality to the popup. Designate the JavaScript file and link it in your popup file. For example:
  4. You can create functionality and have access to the popup DOM. Here’s an example of how to do it.

document.addEventListener(“DOMContentLoaded”, () => {

var button = document.getElementById(“submit”)

button.addEventListener(“click”, (e) => {




Content script

The content_script section defines where the extension should work. If you want the extension to work on all sites, you should write:

“content_scripts”: [


“matches”: [“<all_urls>”],

“css”: [“background.css”],

“js”: [“background.js”]



If you want the extension to work on a single site, like Facebook, for example, you should add  [“*”]

Events page

An Event is an object that enables you to be notified with something interesting happens. For example, you can use the chrome.alarms.onAlarm event to be notified when an alarm is due.

chrome.alarms.onAlarm.addListener(function(alarm) {

appendToLog(‘alarms.onAlarm –‘

+ ‘ name: ‘          +

+ ‘ scheduledTime: ‘ + alarm.scheduledTime);


You can learn more about event pages in the Chrome documents


Content scripts are JavaScript files that are part of browser extensions. Content scripts have more privileges than regular javascript.

Step 3: Open a popup HTML file from the Chrome extension popup

If you place a button in your native chrome extension, then, when you click on this button, you can make another HTML popup in different content. Here’s an example on StackOverflow:

The manifest.json:


“name”: “CheatSheets”,

“description”: “cheatsheet extension”,

“version”: “1.0”,

“manifest_version”: 3,

“background”: {

“service_worker”: “background.js”


“permissions”: [“storage”, “activeTab”, “scripting”,”tabs”],

“action”: {

“default_popup”: “popup.html”,

“default_icon”: {

“16”: “/images/get_started16.png”,

“32”: “/images/get_started32.png”,

“48”: “/images/get_started48.png”,

“128”: “/images/get_started128.png”



“icons”: {

“16”: “/images/get_started16.png”,

“32”: “/images/get_started32.png”,

“48”: “/images/get_started48.png”,

“128”: “/images/get_started128.png”



The popup.html:

<!DOCTYPE html>



<link rel=”stylesheet” href=”style.css”>



<button id=”git_Sheet”>git sheet</button>

<script src=”popup.js”></script>



And the popup.js file:

let gitSheet = document.getElementById(“git_Sheet”); gitSheet.addEventListener(“click”, async () => { let

= await chrome.tabs.query({ active: true, currentWindow: true }); chrome.scripting.executeScript({ target: { tabId: }, function: ShowGitSheet, }); }); function ShowGitSheet() { chrome.browserAction.openPopup({ popup: “git_popup.html” }); }

Tip:  use{url: ‘…’, type: ‘popup’})  instead of chrome.browserAction.openPopup if you want other browser than firefox to run your extension.

Step 4: Check for Errors After Installing Your Extension in Chrome

Once you finish the building stage, it is time to test the extension to ensure Chrome will run it. To load your extension and start debugging, follow these steps:

  • Open chrome://extensions in your Google Chrome browser.
  • Set the developer mode by checking the Developer box in the top-right corner.
  • Click “Load unpacked extension,” and you will see your file with an option to select it.
  • If your extension is valid, it should load immediately when you select it.
  • If it is invalid, you will see an error message.

When writing code, the most common mistakes are syntax errors. So, the first thing is to check again that all your commas and brackets are in the right place and the right format.

Then, make sure you check the “enabled” box so you can see it running.

Step 5: Add logic into action.

A good rule of thumb is to place the API calls in the background script and DOM manipulation in the content script. Let’s see an example of adding a background script:

  1. Create the file called background.js inside the extensions directory
  2. Register the background script in the manifest


“name”: “Getting Started Example”,

“description”: “Build an Extension!”,

“version”: “1.0”,

“manifest_version”: 3,

“background”: {

“service_worker”: “background.js”



Chrome can scan the file for extra instructions when you reload the extension, such as events.

  1. Add the script. It will be different according to the purpose of your extension.

To help your extension get information when installed, you should include a listening event for runtime.onInstalled in the background script. Then, the onInstalled listener st a value using the storage API, so the extension components can access the value and update it.

// background.js

let color = ‘#3aa757’;


chrome.runtime.onInstalled.addListener(() => {{ color });

console.log(‘Default background color set to %cgreen’, `color: ${color}`);


Learn more about the next steps on the Google Chrome developer site.  This includes how to create your user interface and icon and establishing some layer logic to enhance the user interaction.

As usual, to begin designing your interface, you need to register a browser action in your manifest file. For example, if you use a pop-up, the code could look like this:

<!DOCTYPE html>



<link rel=”stylesheet” href=”button.css”>



<button id=”changeColor”></button>



What are the requirements of an icon? For images, 16×16 and 32×32 pixels. All icons should be square.

Don’t forget to add your logic scripts so your extension will know what to do. For example, you can add it at the end of the popup.js script.


// When the button is clicked, inject setPageBackgroundColor into current page

changeColor.addEventListener(“click”, async () => {


= await chrome.tabs.query({ active: true, currentWindow: true });


    target: { tabId: },

    function: setPageBackgroundColor,



// The body of this function will be executed as a content script inside the

// current page

function setPageBackgroundColor() {“color”, ({ color }) => { = color;



function setPageBackgroundColor() {“color”, ({ color }) => { = color;


Step 6: Try Out Your Extension

The next step is logically, continuously testing the extension so you can ensure everything is running as it should. If you outsource the testing, take the opportunity to check how intuitive is the interface. According to the test results, adjust your scripts, then test again.

Step 7: Submit your Extention to the Chrome Web Store

Once you are happy with your extension, you can head over to the Chrome web store and submit it.

In the Chrome developer store, click New item, then drop the project file into the uploader.

Chrome will ask some questions to request information about its permissions and why are they needed.

Google Chrome extensions examples

There seems to be an extension for everything. Here are some of the most useful:

  • Save to Drive
    This extension installs a little icon at the top of the browser. It will send whatever you are browsing to your drive account so you can look at it later. It works by taking screenshots, saving images, audio, or video.
  • Sortd
    This plugin gives users a way to organize their inboxes and prioritize what matters most to them. It integrates with Gmail and enables you to drag and drop messages into custom columns.
  • HTTPS everywhere
    This extension enhances the security of your browsing by changing any website from http to secure HTTPS, therefore it is encrypted and secure.
  • I don’t care about cookies
    With every website asking you to agree with the cookies, this extension is a lifesaver. It may not seem much but will hit the agree button on cookie pop-ups. It will save you time and speed up your productivity.
  • Speedtest

    This useful extension lets you check your connection speed on the go. With a desktop and mobile version, you can ensure your connection is top before downloading a big attachment or streaming a video.
    With one click, Speedtest will perform a fast connection test on the network you are using.

What can your Chrome extension do?

Custom-built extensions are software programs that perform a single task. That being said, you can include more than one functionality, but keep in mind that everything needs to operate to achieve the same purpose.

A Chrome extension works by using page actions or browser actions:

Page action: this is an action specific to certain pages.

Browser action: is relevant regardless of which page you are on.

Ensure the user interface is user-friendly and simple to understand. The final deliverable will be a package user can download and install.

5 tried and tested ways to make money from your extension

The main goal of your extension is to generate revenue. Once you have defined your target audience, and how they will use the extension, you can strategize how you can make money from it. We wrote an extensive guide on extension monetization. Here are some highlights:

1. In-App Ads

In-app advertising is one of the most common ways to monetize your extension. These are ads that appear to a user when they are using your extension. When you monetize via in-app advertising via a programmatic solution, it rotates the ads. Unlike static ads, this technique helps you maximize your potential. By using display advertising, you can mix different types of ads.

CodeFuel users maximize their yield and simplify their monetization because the service displays ads relevant to the user intent.

2. Search Ads

This is a strategy where ads are placed on a search engine results page. Because the ads appear when the person is looking for something, it doesn’t disturb the user experience. You can customize search ads according to the user intent, so it enhances the user experience.

3. In-App Payments and Purchases

In this model, the extension is free but there are inside features you charge for. In-app purchases are common among game applications and extensions. The user chooses if they want to add the extra paid features.

4. Paid Upgrades

Similarly, in this model, the basic extension is offered for free, but if the user wants a premium version, they need are required to pay for the upgraded version. This is an extremely common model, used by popular extensions like Grammarly.

5. Freemium

This is probably the most popular model of monetization for extensions and applications. With freemium, you offer the extension for free. How do you earn money from it? You have a couple of options:

  1. You can offer a free trial for a limited period of time.
  2. You can offer a free, basic version with limited features.

If you choose this model, consider its limitations since Google discontinued paid extensions.

The Best Security Extensions Google Chrome: 

Most people use Chrome for everything from shopping, and searching to managing their financial accounts. All this sensitive data needs to be protected. There are several extensions that can make that information stay safe.

1. Avast Online Security

This extension will cover the security of your web browsing with multiple features. Its phishing attack protection scans the elements of any web page and detects if the page is fake or suspicious. Other valuable features include using a community rating system to detect dangerous sites.

2. Blur

There are a number of password managers available, which is a must to ensure all your credentials stay safe. Blur is one of the most secure, because of its additional security features.

Blur encrypts, saves, and manages your passwords. It also hides your credit card information from shopping sites and blocks all types of trackers, including non-cookie ones.

3. Click and Clean

It is a cleaning tool that clears all traces of your online activity with a single click. The extension button will clear all online history, cookies, cache, saved URLs, web SQL databases, and even temporary files. Click and Clean has a built-in anti-malware and it can even get customized to delete certain types of data.

4. Panic Button

This extension helps you close everything you have open with a single click. This is helpful if you are working on something sensitive and a non-authorized person gets near. When clicking the panic button, all tabs will close immediately and be stored in the bookmarks folder.

5. Ghostery

If you want to protect your online privacy or get control over trackers, this extension can be the solution. Ghostery gives you control over trackers so you can decide which ones to block or unblock. It also enables you to block tracking of a specific type.

How CodeFuel can help you maximize the yield of your extension

Take your extension monetization to the next level with CodeFuel. Our complete monetization platform provides intent-based monetization for your digital properties, including browser extensions.

The solution leverages machine learning to serve users highly relevant shopping and text ads, customized according to intent. Unlike other solutions, CodeFuel enables you the flexibility to work with multiple ad networks such as Bing and GoogleAdSense. Start maximizing your extension yield with CodeFuel today.

How to fix a Chrome extension if it freezes?

You are working with your Chrome extension and suddenly the browser freezes. How frustrating. It is not common, but it happens. If Chrome crashes, or freezes, you will get an error message stating the type of error, for example, a proxy error, or the web page is not available.

Chrome help lists a number of troubleshooting tips:

  • Close other tabs and apps
  • Restart the browser
  • Check for malware
  • Test the network for issues
  • If your extension is causing a conflict with Chrome, follow these instructions:
  1. At the top right, click More Settings.
  2. At the bottom, click Advanced.
  3. Click Reset and clean up   Update or remove incompatible applications.
    If you don’t see this option, there isn’t a problem application.
  4. Decide if you want to update or remove each app from the list.
    Open your computer’s app store and check for an update. 


  • What are the functionalities of IAB?

    According to the IAB New Standard Ad Unit Portfolio, it involves standards for display ads, native ads, new technologies like virtual reality ads, 360 degree image and video ads.

  • What is the IAB standard for ad viewability?

    The IAB considers an ad to be viewed when at least a 50% of an ad is in view for a minimum of one second (display ads) or two seconds (video ads).

  • What’s IAB compliance?

    The IAB has compliance programs that enable companies to adhere to set of global industry technical standards in digital advertising.

  • What are the functionalities of IAB?

    According to the IAB New Standard Ad Unit Portfolio, it involves standards for display ads, native ads, new technologies like virtual reality ads, 360 degree image and video ads.

  • What is the IAB standard for ad viewability?

    The IAB considers an ad to be viewed when at least a 50% of an ad is in view for a minimum of one second (display ads) or two seconds (video ads).

  • What’s IAB compliance?

    The IAB has compliance programs that enable companies to adhere to set of global industry technical standards in digital advertising.

  • Can you charge users for a Chrome extension?

    In 2020, Google shut down paid Chrome extensions on the Chrome Web Store. This means you no longer can charge for your extensions in the Chrome Store. You can use other platforms.

  • Do Chrome extensions get paid?

    In 2020, Google shut down paid Chrome extensions on the Chrome Web Store. This means you no longer can charge for your extensions in the web store. You can use other platforms.

  • How do I publish a Chrome extension?

    Once you have your extension ready, follow these instructions to publish it on the Chrome Store:

    1. Create your zip file
    2. Create and set up a developer account
    3. Upload the extension
    4. Add assets for your listing
    5. Submit your item for publishing

  • How to Improve User Experience and Get More Conversions?

    This is a broad subject far from the scope of this question but here are some basic principles:

    1. Keep the navigation of your extension simple
    2. Offer good customer support
    3. Make your extension easy to use
    4. Ensure it doesn’t increase browser memory consumption
    5. Simplify login for Google users

  • What technologies are used to write extensions for Chrome?

    Extensions are made of different components, created with multiple web development technologies. The most popular are HTML, CSS, and JavaScript.

  • Can extensions create UI outside of the rendered web page?

    According to the Chrome developer’s page, yes, the extension may add buttons to the browser interface. Extensions can also create popup notifications.

  • Can extensions modify chrome:// URLs?

    Extensions, by definition, expand the browser by using APIs to modify browser behavior. Since they are built on web technologies, they run on separate, execution environments and interact with the Chrome browser.

  • How do I build a UI for my extension?

CodeFuel Wins Microsoft Advertising’s Supply Partner of the Year Award

CodeFuel Wins Microsoft Advertising’s Supply Partner of the Year Award

What a year! What a week!

Excited to share that we are a Microsoft Advertising Partner Awards Winner –
Supply Partner of the Year EMEA!
We are so proud of the team and of this great achievement. Winning this award came following amazing teamwork and collaboration, to ensure that we bring value to our partners and publishers while maintaining high-quality standards.

Here’s to an amazing 2022, and many more achievements ahead!

Together we are limitless!