MTS will invest up to 1 billion rubles in advertising technologies by 2026. First of all, the funds will go to the development of dynamic retargeting – personalized product recommendations, which are formed on the basis of data analysis on consumer behavior. In this market, the company will have to compete with Yandex and VK.
The development of the technology includes creating a model that, based on data analysis, will generate the most relevant recommendations and training it on anonymous data to create a portrait of online shopping behavior, Kommersant writes.
MTS reported that the company’s model is already being tested by several companies in the e-commerce market. It is also planned to develop projects in the field of retargeting in Tele2, Vimpelcom (Beeline brand).
Participants in the advertising market estimate the segment of such services at 2-2.5 billion rubles.
- In 2023, the advertising market in Russia will start to recover: it will grow by 10% after falling by 25-30% in 2022. Local companies will increase advertising investment by at least 20%.
Author:
karina pardaeva
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.
