MTS says to invest up to 1 bln rbl in digital ad technologies

MOSCOW, Apr 21 (PRIME) -- Mobile operator MTS will invest up to 1 billion rubles in digital advertising technologies to create an analogue of products of the firms that left Russia, the company said on Friday in a statement.

“MTS notifies of its plans to invest up to 1 billion rubles in the technologies of dynamics retargeting till 2026,” it said.

“In the framework of its own AdTech vertical, the company plans to create an analogue of advertising products of the companies that pulled out of Russia to enable e-commerce players to make individual goods recommendations for their buyers.”

The operator said it started working on the product in 2022 after the withdrawal of Google, Criteo, and RTB House, the suppliers of dynamic retargeting technologies for e-commerce and marketplaces.

The product will be based on big data and trained machine learning models.

(81.6188 rubles – U.S. $1)

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