T2 bought AdTech companies Yabbi, Redllama and Plazkart

“The combination of Big Data expertise, machine learning algorithms and data from AdTech companies will improve our understanding of consumer behavior. And advertisers will have access to better tools to manage budgets and optimize advertising costs,” the company explained.

They highlighted that Yabbi, Redllama and Plazkart “occupy leading positions in their market segments”, so the agreement “will be an important step in the development of advertising technologies and strengthening the positions of all participants.”

The transaction amount is not disclosed.

On the topic: How to track advertising effectiveness

Yabbi offers advertising services in mobile applications; The company’s revenue in 2023 amounted to 647 million rubles, an increase of 3% compared to 2022.

Redllama also specializes in mobile advertising, offering various placement formats. In 2023, the revenue of this company increased by 77% year-on-year, up to 664 million rubles.

Plazkart automates advertising campaigns on SmartTV and the Internet. The company closed last year with revenue of 535 million rubles, an increase of 76% compared to 2022.

In early December, it became known that Avito bought 100% of the Internest Group, which includes the online advertising management and verification system AdRiver and the Soloway advertising platform. The company did not disclose the amount of the transaction; Experts interviewed by RBC estimated it at between 1 and 2.5 billion rubles.