We sat down with Florin Simovici, Co-Founder of the Affiliate Expo and CEO of TrafficManager, to talk all things traffic, tech, and the future of affiliate marketing—this one’s packed with gold for serious marketers.
Deep Dive Questions for TrafficManager.com
Inception and Evolution
Oh, this is a good question. The idea for TrafficManager came about sometime in 2016, when our main business was TubeAdvertising, the affiliate network we owned. A few people from the industry who were working with us as advertisers at the time liked the platform very much and started asking questions about what tracker we were using. I proudly replied, ‘It’s in-house,’ every time until some of them began asking if we would be willing to ‘rent’ it out because they were tired of paying incredible amounts of money for a tracker with zero support.
That got me thinking, as this was precisely the reason we started building it in-house in the first place. I discussed the idea with my associate, Francesco, who was our only developer at the time, and we decided to give it a shot. Three years later, in 2019, we sold the affiliate network, and TrafficManager became our main business.
What was the biggest misconception you had about building a platform like TrafficManager.com before you started?
To be honest, I’m not really a ‘misconception’ kind of guy. I believe you never truly know until you try. In the worst-case scenario, you learn from your failures. That said, there is something I initially thought would be easy but turned out to be much more challenging: building a capable dev team quickly. When you’re working with large amounts of sensitive data, this simply isn’t possible. It took a lot of time and effort before we were able to scale that. Building such a team is a process that requires its own time and a lot of discipline.
The Competitive Edge
What’s the most innovative feature on TrafficManager.com that you’re personally proud of?
I am personally proud of all the features we’ve developed in TrafficManager, but if there’s one that truly stands out, it’s what we internally call the ‘TrafficManager ecosystem.’
To put it simply, we’ve created a sort of ‘tracking ecosystem’ that allows all our TrafficManager clients to import and sync offers with one another, automatically integrating everything with just a few clicks. Bye-bye manual S2S postback integrations! No one has ever done this before, and I’m confident this is a world first. And this is just the beginning. We’re preparing for even more groundbreaking features, and all I can say for now is that AI will play a huge role in what’s coming next.
How do you balance catering to advanced users with making the platform accessible for beginners?
Leaving aside the fact that TrafficManager clients can work seamlessly with each other—thanks to our tracking ecosystem that requires no advanced knowledge to integrate and collaborate—we also provide extensive support. We offer easy-to-follow video documentation and free monthly one-on-one training sessions. In addition to this, we provide a high level of customization for our clients. So, if you don’t have an in-house developer, no worries! We can handle your integrations and resolve any technical issues for a fair fee.
Has any user feedback completely changed how you approached a feature or aspect of the platform?
The only time some of our clients complained was when we raised our prices due to a drastic increase in our costs. Even then, we maintained the old pricing for all existing clients for at least six months, giving them ample time to decide whether to stick with us or switch to another tracking platform. That said, even with our updated pricing, which has been in place for over a year now, we remain highly competitive in the market. For what we offer, we’re still more affordable than many other solutions. Proof of this is the fact that only one client left, while many more have started using our platform.
Challenges and Problem-Solving
What’s been the most surprising obstacle you’ve faced, and how did you overcome it?
Hmm, first of all, I refuse to call them obstacles—I prefer to see them as challenges. Now, strictly regarding your question, the most surprising challenge I faced was hearing about one specific person spreading rumors about me personally ‘stealing’ their data and selling it. How did I overcome it? Well, I didn’t let it bother me. I prefer to focus on the positive, not the negative. People will always talk, both good and bad, about others. I have my reputation in this industry, and if someone wants to challenge it, they’re welcome to try.
If TrafficManager.com were to fail tomorrow, what do you think the biggest reason would be—and how are you guarding against that now?
A plane crash with the entire TrafficManager dev department onboard—I often joke about this with Francesco. Dark humor aside, we never travel all together for a simple reason: someone always needs to monitor clients’ platforms and provide critical support if needed, even during the night. I’ve never really thought about bankruptcy, though. That’s because we’re a strong and united team with an amazing dream: to revolutionize this industry with the technology we’re building—and, of course, make some money in the process. I honestly can’t see a reason for us to go bankrupt unless, for some unforeseen reason, we lost all our clients at once—which is highly unlikely.
User Experience
Do you see TrafficManager.com as more of a tool or as a partner in its users’ journeys?
I often compare TrafficManager to a racing car (a Ferrari, if you will, since the engineer is Italian)—but unfortunately, what many don’t understand is that it’s not just about the car; it’s about the driver. The real question is whether the driver is a skilled race pilot or not. We do our job by constantly improving the ‘car,’ but ultimately, it’s up to the person ‘behind the wheel’ to win the competition.
o What do you think your users misunderstand about the platform or traffic management in general?
What many people who are eager to launch an affiliate program or network misunderstand or underestimate is the fact that it’s not only about the tools they use. As mentioned above, if you don’t invest in yourself and develop the skills needed to thrive in this industry, you will fail. Of course, having a reliable tracking solution with great support is a significant advantage. However, even if you have the most advanced tracker in the world—whether SaaS or built in-house—without a solid business plan or a clear vision of where you’re headed, you will struggle. The most important assets for succeeding in this industry are the willingness to learn, quality connections, and a strong reputation—qualities that take years to build and require a great deal of sacrifice
Future Vision
How do you approach integrating emerging technologies like AI or blockchain into TrafficManager.com?
A.I. is definitely a must-have for the future. I truly believe that many tech companies will fail if they don’t adopt this amazing technology soon. As for blockchain, I’m a fan, but it’s still too early for it to compete in areas beyond payments at this point.
Do you imagine the platform transforming into something broader, like a full-stack marketing suite?
Yes, I do! That’s actually the plan—creating an easy-to-use ecosystem for affiliate programs and media buyers. But more about this in the near future. I truly believe we can revolutionize this field. Patience is a virtue!
What does success look like for TrafficManager.com in 5 years?
Hmm, for me, TrafficManager is already a success because it serves its purpose. It’s the tool trusted by many multi-million-euro companies to track their sales and manage affiliate commissions. This success is all thanks to our incredible team and trusted partners, of course.
If I were to project TrafficManager five years into the future, I would envision it as an incredibly easy-to-use software for affiliate tracking and traffic optimization—no integrations needed, no time wasted, just plug and play.
Deep Dive Questions for AffiliateXpo.it
Roots and Impact
What was the initial spark for AffiliateXpo? Was it born from a personal experience or a gap you noticed in the affiliate marketing space?
This conference has existed since 2018, but it was always held in Italian, which limited its appeal to the international audience. Francesco and I saw an opportunity and decided to create an English-language conference in Italy, powered by TrafficManager (since many exhibitors at this conference were affiliate programs and networks already using TrafficManager, giving us significant leverage). While we were planning it, the owners of Affiliate Expo found out and proposed a collaboration—something we found very mature on their part. After all, it’s all about bringing more people into this industry and educating them. Both parties shared the same goal, then and now, so why not join forces?
Affiliate marketing can be a misunderstood industry. How does AffiliateXpo help reshape perceptions and bring value to participants?
We focus heavily on media buyers since most of our attendees are involved in the cash-on-delivery space or lead generation. We bring top media buyers and SEO experts as speakers, with the intent to educate the audience on generating traffic for these specific niches.
So yes, this is what we are—a niche conference specializing in dropshipping, cash-on-delivery, and lead generation
Crafting the Experience
What’s the most rewarding part of organizing an event like AffiliateXpo?
I think the most rewarding part is at the end, when you realize that everything went well despite the various challenges you faced (there are always some to deal with). It’s when you see that everyone is happy with the result. You feel like you’ve brought some joy into their hearts, made those days count for their business or career, but also on a personal level.
Have you ever taken a big risk with an event—like an unconventional speaker, a bold topic, or a new format—that paid off in unexpected ways?
Yes, I did—twice, actually. The first time was for the 2023 edition, when we spent a lot of money building an amazing main stage aula. The stage, monitors, and lights were top-notch and incredibly expensive (it didn’t pay off, though—people didn’t seem very impressed). They focused more on the expo area and making connections, but everyone went inside to take a few selfies, so at least there was that!
The second time is for the 2025 edition, where we’re changing the location to a very luxurious area on Lake Maggiore (just 45 minutes from Milan). So far, people seem to be responding well. We’ve received many exhibiting requests already and sold significantly more tickets compared to the same period last year. Let’s see if it pays off this time, but I have a good feeling about it.
What role does storytelling play in the structure of the conference?
Storytelling plays an important role, especially when it comes to speeches. Since we focus on education, we encourage all our speakers to include storytelling in their presentations. It’s not about selling through a story but about delivering a remarkable speech—one that people will remember for a long time, or at least take away a few valuable lessons from.
The Affiliate Ecosystem
How do you think the affiliate marketing landscape has changed in recent years, and how is AffiliateXpo adapting to or shaping those changes?
I think the affiliate marketing space has become very competitive lately. It was definitely easier to generate traffic in the past. Today, you need real skills to make money in this space, and those skills can only be polished by learning from the best. At AffiliateExpo, this is exactly what we strive to do—bring the best to the stage. We feature those who aren’t afraid to share their secrets with everyone, not because they’re paid to, but because they genuinely want to help more people succeed. This is the quality I personally value most in a speaker.
What do you think is missing from the affiliate marketing industry that you’d like to address through AffiliateXpo?
More educational content for sure.
If a participant walked out of AffiliateXpo with only one takeaway, what would you hope it is?
Never give up!
Behind the Curtain
What’s the biggest logistical nightmare you’ve faced while organizing an AffiliateXpo, and how did you manage it?
Year 2023—the first edition where I personally set up the team and organized everything. We built a new website, set up the ticketing and invoicing system, handled all the marketing and communication, and started promoting and selling—all just seven weeks before the event date (the only available date at the location we wanted, one of the best in Milan). Honestly, I’m not sure I would do it again—it was crazy! I was working at least 16 hours a day, trying to piece everything together, and somehow, it all came together in the end. Despite some minor challenges, everything turned out great.
I have to say, Valeria Pagano, who is my right hand, played an incredible role in all of this. Without her, I would never have finished everything on time. So, cheers to her!
What’s one thing people assume is easy about event planning but is actually incredibly hard?
Finding an appropriate location—one that meets your event criteria, fits the budget, offers nearby transportation and accommodation, and is easy to reach from major airports—is, in my opinion, the most difficult part of event planning.
Future Aspirations
What’s your dream collaboration or speaker lineup for a future AffiliateXpo?
When it comes to the speaker lineup, I would love to bring in more well-known speakers who focus on personal development—like Sara Al Madani, for example. I absolutely admire her energy, and I believe success always stems from the right mindset, regardless of the industry.
As for collaborations, I’m always open to working with other conferences. In fact, we are currently collaborating with AW Summit, a conference held in Ibiza and Bucharest. We support each other in spreading the word about both events. Plus, Roxana and Cristina are very close to me—we’re not just partners, but also very good friends.
Do you envision AffiliateXpo expanding into online, hybrid formats, or even year-round initiatives?
I don’t really like online conferences; I feel they lose the essence of what a conference is all about—connecting with other people and socializing.
The perfect Affiliate Expo (my dream conference), in my vision, would be in a different iconic location in Italy every year. But not just any location—each one would need to represent the true essence of Italy. For the 2026 edition, I’m considering Venice as a potential host city, and for the following year, the Amalfi Coast (Sorrento) could be an incredible option, and so on.
When I attend a conference in a city I’ve never visited before, I always try to take a few extra days to visit it as well if it’s a nice city. I’d love to give our attendees and exhibitors that same experience—an extra reason to attend our conference. Italy at its finest!
Personal Questions
The Entrepreneurial Mindset
You’ve built not just businesses, but communities. What personal traits do you think are essential for turning ideas into thriving ecosystems?
I think it’s a bit exaggerated to say that I’ve built communities 🙂 I didn’t. If you’re referring to the AffiliateExpo community, it was already there. My team and I simply made some improvements to the event and made it more appealing to an international audience, which allowed it to grow.
To achieve this, you need a good team—a team you believe in. You must give them the space to develop with and around you, support their ideas, and at the very least, listen to them. When it comes to traits, I think a healthy dose of empathy is absolutely necessary, along with a huge dose of humility. One should never forget where their journey started and should appreciate everything they have. Never compare yourself to others. As a leader, be brave, take calculated risks, and always lead by example—not by force.
How do you keep yourself motivated during the inevitable low points of entrepreneurship?
I believe everything happens for a reason, so I always look for the lesson. Sometimes, you need to take a few steps back to be able to jump higher—and farther 😉
Philosophy and Inspiration
Do you see yourself more as a creator, a problem solver, or a disruptor?
I like to solve problems, lol.
Who or what inspires you outside of the marketing and tech industries?
I love discovering new cultures. I just love traveling and spending time in a new place with the intent to understand the locals better and learn about their traditions. Recently, I spent three months in Thailand, and I fell in love with the Thai people. They are so peaceful and so grateful for what they have—whether it’s little or more, it doesn’t matter.
You notice it even more in the rural areas. You see people smiling while they work in their fields, play with their children, ride their old motorbikes, or even search through garbage for plastic bottles. They are so poor and yet so rich at the same time. Poor from a material perspective but incredibly rich spiritually. They live happier lives with far less than we Europeans do, and that fascinates me.
If you could collaborate with one historical figure on a project, who would it be and why?
If I could collaborate with someone making history right now, it would definitely be Elon Musk. His vision, determination, and willingness to take bold risks are unmatched. Working with him on any project would be a once-in-a-lifetime experience—and I’d gladly do it for free.
Lessons Learned
What’s a belief or approach you’ve had to unlearn as you’ve grown professionally?
Comparing yourself to others is one of the most toxic traits I grew up with—always trying to beat everyone. I often heard, ‘Second place is for losers.’ This mindset is incredibly harmful—not just to you, but also to your close circle and your business.
STOP. Look around and be grateful for what you have. Some people are living through wars as we speak, sleeping in trenches, unsure if they’ll wake up in one piece tomorrow.
What’s the most valuable mistake you’ve made in your career, and how did it shape you?
Oh, I’ve made many mistakes, and I like to believe I’ve learned my lessons from all of them—or at least I hope so. If there’s one specific mistake you should avoid at all costs, it’s entering into partnerships with people who lack self-confidence. You’ll end up paying the price later.
Avoid them. If someone isn’t confident in themselves and you need to make decisions with them about the future of your company or project, you’ll find yourself stuck in endless meetings, dealing with their overthinking and second-guessing.
On Balance and Priorities
Juggling multiple projects and a personal life can be daunting. What’s your system for prioritizing what truly matters?
Having a great team and personal discipline is key. All of this must be built over time, without rushing—just adding one brick at a time. I also keep my time very well organized and, more importantly, ensure I dedicate time to myself as well. My daily calendar is structured around business priorities and personal development, including activities like reading, going to the gym, and socializing.
Your emotional and physical health is more important than you might think. This is where the best ideas and solutions to your challenges will come from.
Additionally, taking on too many projects can harm both your personal life and your income, so avoid that. Stick to what you can handle, and don’t overestimate your capabilities.
How do you disconnect from work when everything feels urgent?
I had a few episodes in the past where, because of this constant sense of urgency, I ignored my mental and physical health for a long time. I gained weight, was always tired, and came dangerously close to burnout—which eventually happened. I was really sick and couldn’t work at all, respond to emails, or handle chats for days, then weeks. I felt so miserable.
But at the end of these episodes, I noticed something surprising: no one died during this period, and none of the businesses went bankrupt. Everything was still there—the same challenges to solve, the same people in a rush, and the same deadlines to meet. It’s all just a mouse trap.
Do everything to the best of your abilities, but don’t forget about yourself. Your health is more important than anything else. Take Steve Jobs as an example—he died quite young a billionaire. Do you want to be next? I don’t.
Looking Forward
If you could only work on one thing—TrafficManager.com, AffiliateXpo, or a new venture—for the next decade, which would you choose and why?
TrafficManager is definitely a priority for me. I genuinely enjoy the team, the partners, and everything we’ve accomplished together. I’m excited about what the future holds and look forward to continuing this journey.
What do you want your professional legacy to be?
I want to be part of something great, something that shapes the future of this industry. I’m confident that, with TrafficManager, we can achieve that.
Quirky and Creative Personal Questions
What’s the most unconventional thing that’s ever inspired an idea for one of your projects?
A long time ago, I had an argument with a manager from the tracking platform we were using before we built TrafficManager for our affiliate program. The issue was the massive bill we had coming up for using their platform. They were charging us almost half of our profit, which was completely unsustainable for us. I tried to negotiate a better deal, but they refused.
At the end of the call, when I expressed my frustration about their attitude, support, and some platform functionality, they bluntly told me: ‘If you don’t like it, build one yourself.’
Well… surprise, mafadaka!
If you were writing a book about your career, what would the title be?
Lol, I’ve actually already written a book that includes a lot about my career as well. It was launched last year after two years of writing and editing. You can find it here: https://trafficmanager.com/book
If you could live the life of one of your users for a day, what would you most want to experience?
I’m so happy with my life—I wouldn’t trade it for someone else’s, not even for a day, lol!
What’s a question you’ve never been asked in an interview but wish someone would ask—and what’s the answer?
I don’t particularly wish to be asked specific questions in interviews—I don’t feel the need to share more than necessary about myself with the public. But for the sake of this question, I’ll share one that no one has asked me before, along with the answer:
What was your dream job as a kid? 🙂 – Policeman! (Happy that it stayed just a dream job, lol)
