Moscow – Tinkoff Digital, а Russian developer of innovative technologies for the internet and mobile advertising markets, has launched its first real-time bidding (RTB) platform, DataMind, and signed its first agreements with leading providers of advertising impressions for RTB, including Google Inc.
Russian online film service Yota.Play has become the first advertiser to adopt Data Mind.
Anna Znamenskaya, CEO of Tinkoff Digital, said: “We are delighted to be making RTB technology accessible to Russia’s fast-growing internet advertising market with Data Mind. Companies around the world have been seeking to optimise the return on their advertising spend, and RTB is the most effective way to ensure that every single online advertisement is tailored as specifically as possible to potential customers.”
“This is an exciting time for both RTB technology and Tinkoff Digital. We are pleased to have put in place agreements to acquire ad impressions from Google’s DoubleClick Ad Exchange marketplace; SUP Media, one of Russia’s biggest online media companies; and the Begun advertising network, and are continuing to negotiate similar arrangements with other leading market players. And Yota.Play’s decision to use Data Mind is evidence that the future is bright.”
One of the first RTB platforms in Russia, Data Mind allows advertisers to bid in real time for traffic on advertising networks based on either cost per impression (CPM) or cost per click (CPC). The platform selects the winning bid for each impression in just 120 milliseconds, and helps optimise costs for advertisers. The platform supports dynamic retargeting, an effective tool for reaching users who leave a site without making a purchase. For example, a user who looks at a mobile phone without buying will later be shown an advert for that same phone and related models when they visit a different site. Data Mind’s technology also reduces the cost per action (CPA) for media buyers.
With the technical build of the project now complete, Tinkoff Digital plans to invest about USD 5 million in Data Mind, mostly to acquire and develop new technologies, and also to build an experienced leadership team, analysts and programmers.
Emarketer, the market researcher, estimates that the global RTB internet advertising market will approach the USD 2 billion mark this year, and account for 13% of all internet advertising. Analysts say that the Russian internet market will reach USD 4 billion by 2015, with RTB accounting for about 18% of revenues.
