Avito became 100% owner of the Internest group of companies, which includes the online advertising management and verification system AdRiver and the Soloway advertising platform. This was reported to RB.RU by the press service of the advertising platform. The transaction amount is not disclosed; experts interviewed by RBC estimated it at between 1 and 2.5 billion rubles.
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“The acquisition of AdRiver and Soloway is in line with Avito AdTech’s long-term strategy for the development of advertising technologies. The seamless integration of the tools of the acquired companies into the Avito ranking will allow us to launch our own advertising network in the near future,” said Artem Kumpel, Senior General Director of Avito Advertising and Avito Services.
He added that with the help of the Avito advertising network, brands will be able to expand their reach to their target audience and potential customer base, and AdRiver, as a tool for evaluating the quality of online advertising, will remain independent. The deal itself will close at the end of 2024 and Internest’s senior management will continue to work at the company.
AdRiver has existed since 1997. In addition to evaluating the quality of advertising traffic, the service allows website owners to flexibly manage the placement of banners on their own online resources and receive rewards for their display. AdRiver clients include VKontakte, ivi, Kinopoisk, Rambler, Yandex and other companies.
Soloway appeared on the Russian market in 2005. The system allows you to quickly start video and banner advertising on websites, applications and Smart TV. Soloway offers services including Yandex, Rambler and Mail.ru.
Infoline-Analytics CEO Mikhail Burmistrov called the purchase a logical decision for Avito. The agreement will give the site the opportunity to develop new business areas related to integration with external online resources, which will allow “to carry out effective advertising campaigns and ensure the evaluation of their effectiveness,” said the expert.
In 2023, the revenue of Internest-Holding LLC (legal entity of Internest) amounted to 32 million rubles, which is an increase of 78% compared to 2022. The company’s net profit at the end of last year amounted to 151 million rubles, compared to 430,000 rubles in 2022, according to data from Rusprofile.
Author:
Bogdan Muzychenko
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
