Telegram allowed MTS to set up advertising in the messenger to a phone number

MTS has become a partner of Telegram.

The company launches targeted advertising in the messenger based on the phone numbers used for registration. The platform works with the parameters that users subscribe to based on interests and geolocation.

At the first stage, targeting will work on MTS subscriber numbers, and by the end of the year, customer numbers of other Russian operators will be added.

Phone numbers are identifiers for the CRM system (customer relationship management – a system for managing restrictions with a company’s clients), advertisers and loyalty programs. The advertiser, if he has a phone number and an agreement for sending advertising, must set up targeting based on interests, including based on data from his internal systems (for example, inform his customers in Telegram about a discount about favorite products, abandoned cart, etc.), as well as enrich them . data from fiscal data operators and other external sources.

— MTS

MTS estimates the Russian advertising market in Telegram at no less than 15 billion rubles. The company expects that in 2024 Telegram will ensure the flow of budgets of Russian advertisers to Telegram and will increase the revenue of the MTS Ads advertising business by 7-10 billion rubles over the course of the year. [Forbes]