Last week, CityAds Media, a Moscow-based international performance advertising platform, announced the acquisition of Madnet. This mobile advertising platform had been launched last year by Tinkoff Digital, а Russian developer of innovative Internet and mobile advertising technologies, as “the first real-time bidding (RTB) platform in Russia for mobile devices.”
Madnet has developed its own DSP, SSP and DMP platforms, integrated with the world’s largest RTB-networks: Google, Mopub, Smaato and many others. Today, Madnet claims an advertising capacity of 20 billion ad impressions per month.
As a result of the deal, CityAds Media is strengthening its positions on the Russian and global high-tech online advertising market, working with all possible models of advertising (CPM/CPC/CPA) in the web and mobile formats.
CityAds has a strong focus on emerging markets. The company entered the Brazilian performance marketing space in November 2013, and claims to lead the local market in terms of affiliate traffic and conversions to several major local companies, such as online store Netshoes. It also expects to open a China office imminently.
“We will develop Madnet as a separate business unit, as well as integrate it with existing proprietary affiliate platforms to allow webmasters and publishers to buy traffic through their own self-service access to DSP. We are planning to keep all employees working on Madnet,” said Alexander Savchenkov, a founder of CityAds Media.
The Russian mobile advertising market exceeded $62 million in 2013 and could reach $104 million this year, according to CityAds. By 2017, it could amount to almost $500 million.
Earlier this year, CityAds raised $5 million from Klever Internet Investments.
