Gazprom-Media Digital now uses Mail.ru advertising management system
The company Gazprom-Media Digital (GPMD), engaged in the sale of advertising, from July 1, switched to using the advertising management system from Mail.ru. Previously, GPMD worked with the appropriate platform from Yandex. The RB Videomatic technology program, which GPMD has switched to, collects and processes data from social networks Vkontakte and Odnoklassniki, as well as targeting according to socio-demographic data and user interests, Vedomosti reports . Previously, the company’s partner was Yandex and its AdFox platform, which cost the domestic search service $ 11.3 million.
RB Videomatic supports the International Standards-based Online Advertising Bureau (IAB) international standards for working with VAST 2.0 and VPAID video ads. These standards describe in detail the work with video content. And the possibility of demographic targeting of advertising allows you to show exactly the content that is best suited for a particular region.
We note that the key difference between RB Videomatic and similar platforms is the possibility of buying video ads based on social demographic segments and user interests. Thus, advertising is shown in the region and the category of users that are suitable for the current advertiser. At the same time, user data from social networks aggregated by the platform is one of the most accurate tools for fine-tuning ad impressions. “Russian social networks are a unique source of information about runet users. The RB Videomatic platform technologies provided us with access to this data, and we will be able to significantly increase the accuracy of ad campaigns placed on the GPMD network to target audiences set by advertisers, ”comments Gazprom-MediaDigital General Director Natalya Dmitrieva.
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“RB Videomatic is ready to become an industry standard, providing, through its data to any video sites, the possibilities of targeted sales. In the near future, we also launch sales of highly demanded mobile video advertising through our SDK (a software package that allows embedding advertising messages in mobile applications), ”said Deputy Director-General of Mail.ru Group Dmitry Sergeyev.
According to the Association of Communication Agencies of Russia, last year the video advertising market grew by 35-40%, to 4.6 billion rubles.
RB Videomatic supports the International Standards-based Online Advertising Bureau (IAB) international standards for working with VAST 2.0 and VPAID video ads. These standards describe in detail the work with video content. And the possibility of demographic targeting of advertising allows you to show exactly the content that is best suited for a particular region.
We note that the key difference between RB Videomatic and similar platforms is the possibility of buying video ads based on social demographic segments and user interests. Thus, advertising is shown in the region and the category of users that are suitable for the current advertiser. At the same time, user data from social networks aggregated by the platform is one of the most accurate tools for fine-tuning ad impressions. “Russian social networks are a unique source of information about runet users. The RB Videomatic platform technologies provided us with access to this data, and we will be able to significantly increase the accuracy of ad campaigns placed on the GPMD network to target audiences set by advertisers, ”comments Gazprom-MediaDigital General Director Natalya Dmitrieva.
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“RB Videomatic is ready to become an industry standard, providing, through its data to any video sites, the possibilities of targeted sales. In the near future, we also launch sales of highly demanded mobile video advertising through our SDK (a software package that allows embedding advertising messages in mobile applications), ”said Deputy Director-General of Mail.ru Group Dmitry Sergeyev.
According to the Association of Communication Agencies of Russia, last year the video advertising market grew by 35-40%, to 4.6 billion rubles.
Source: https://habr.com/ru/post/292292/
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