Tinkoff Digital, а Russian developer of innovative internet and mobile advertising technologies, has launched MADNET, the first real-time bidding (RTB) platform in Russia for mobile devices.
Tinkoff Digital is Google’s first partner in Russia providing mobile advertising impressions through Google DoubleClick Ad Exchange, and has also signed agreements with leading international mobile networks including SMAATO, Mopub, Mobclix and Hunt Mobile Ads.
“Smartphone users are a highly attractive audience for advertisers,” said Anna Znamenskaya, CEO of Tinkoff Digital. “As of now this traffic is not highly monetised in Russia. The US and Europe mobile advertising markets are growing rapidly every year. In Russia we think that this will happen in 2014-2015, and believe that by that time MADNET will be the largest player in the Russian market.”
MADNET is the first mobile advertising platform in Russia to deploy RTB technology. Its key features are its probability modelling system and automated decision-making, which ensure extremely accurate prediction of performance and automatically optimise advertising impressions for maximum impact. For advertisers and advertising agencies this is a single access point for all Russian mobile traffic. MADNET can handle more than 2 billion impressions a month of Russian traffic alone.
Built using advanced advertising technologies and able to process vast amounts of data in real time, MADNET supports all current advertising formats: MMA and IAB, including IAB for tablets, video advertising, expandable formats, floating banners and interactive formats.
MADNET aggregates all mobile traffic from apps and mobile sites on iOS, Android and Windows Phone, as well as mobile traffic to websites. In addition to aggregating traffic from external networks MADNET is actively developing its own advertising network. At present the major suppliers of mobile advertising traffic are international networks, which work exclusively with mobile apps for smartphones. MADNET thus gives its clients highly convertible smartphone traffic.
J’Son and Partners Consulting estimate that there were more than 65 million mobile internet users at the end of 2012, and forecast this number to grow by 17% to 79 million in 2013.
More information about MADNET can be found at http://madnet.ru/en/
