Moscow – Tinkoff Digital, а Russian developer of innovative internet and mobile advertising technologies, has signed an agreement with Yandex, Russia’s leading internet company, to buy online advertising inventory for its Data Mind real-time bidding (RTB) platform.
Anna Znamenskaya, CEO of Tinkoff Digital, said: “This deal is a landmark for Tinkoff Digital, and underscores the seriousness of our ambitions. RTB is increasingly important to Russia’s fast-growing advertising market.”
“By working with Yandex, Russia’s biggest search engine and advertising network, we will be able to improve our offering by delivering up to a billion impressions a day to help our advertisers optimise their ad spend and make every banner ad count,” she added.
Data Mind is Russia’s first demand-side platform (DSP) that allows advertisers to bid for online display advertising in real time based on cost per impression (CPM) or cost per click (CPC). The platform supports dynamic retargeting, an effective tool for reaching users who leave a site without making a purchase, and also reduces cost per action (CPA) for media buyers.
Yandex is Russia’s most popular search engine and recently overtook Microsoft’s Bing to become the fourth biggest globally. Yandex joins a growing list of SSPs integrated with DataMind, alongside Google’s DoubleClick Ad Exchange, Sup Media and Begun Network, among others.
RTB is the fastest-growing segment of the global digital advertising market. eMarketer, the market researcher, predicts that Russia will be one of the world’s top 10 ad spending nations by 2016. The country’s internet market is forecast to reach USD 4 billion by 2015, with RTB accounting for about 18% of revenues.
