MediaSniper

Company

Advertising, PR and Marketing
Since 2013
Russia
Central Federal District of the Russian Federation
Moscow
121069, Khlebny Lane 8

Owners:
Big Data Platform (Platforma) - 50%

Content

History
Notes

Owners

+ Ministry of Finance of the Russian Federation

+ Government of the Russian Federation

+ Federal Agency for State Property Management (Federal Property Management Agency)

+ Vympelkom, JSC

+ Vnesheconombank

+ Deposit Insurance Agency (DIA)

MediaSniper is one of the independent programmatic platforms in Russia. The company works with leading advertising agencies and major brands, providing programmatic buying services in display, video and native advertising on desktop, mobile and smart TV devices, and providing placement monitoring and analytics services in terms of brand safety and viewability.

History

2022: Closing a deal to sell 50% of MediaSniper to VTB and Rostelecom JV

A joint venture (JV) between VTB and Rostelecom Platforma (Platform Data Company, PBD) became the owner of 50% in Programmatic Ecosystems, which manages the MediaSniper advertising platform. On October 12, 2022, Kommersant writes about this with reference to the statement of the companies. The owner of the remaining 50% is the founder of MediaSniper Dmitry Turkevich. The amount of the transaction in the companies was not disclosed.

The fact that PBB wants to acquire a stake in MediaSniper was said in the joint venture back in April 2021. However, in the spring, VTB froze the deal, which was due, among other things, to the loss of a significant share of MediaSniper's revenue due to the departure of international clients (Henkel, Bayer, Bosh, LG, etc.), Kommersant sources said. Platforma clarifies that "the client portfolio has changed a lot, but MediaSniper's turnover is higher than the same period in 2021."

Platforma became the owner of 50% in "Ecosystem Programmatic"

According to the interlocutors of the publication, the loss of foreign budgets could affect the value of the asset. "The assessment of the media agency is based on the formula 4-5 EBITDA. In the current situation, a normal assessment would be 1-1.5 turns, "said Gennady Nagornov, general director of Genius Group. But, if the losses were quickly compensated by Russian budgets, the conditions did not change much, he says. The founder of Segmento Roman Nester estimates the deal at up to 1 billion rubles.

According to the head of the research department of the publication Irina Pustovit, Platforma was not included in the ratings of AdIndex programming platforms until recently, but according to the results of the transaction it can count on positions comparable to MediaSniper. The publication in June estimated the company's share in the segment at 15.7%, which corresponded to 20th place. With the departure of Google inventory, large customers began to transfer budgets to sites with similar technological functionality, says Dmitry Fedoseev, Managing Director of Hybrid Russia.

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2021: Preliminary agreement to acquire a stake in Big Data Platform

The company VTB Rostelecom and "" and Big Data Platform one of the Russian advertizing market representatives, MediaSniper, signed an agreement on the preliminary terms of the deal to buy a stake. VTB announced this TAdviser on April 27, 2021.

PBB and MediaSniper plan to jointly develop products and services in the advertising market that will allow them to show end consumers offers that match their interests and desires. The clients of PBB and MediaSniper will be both advertisers from various industries and advertising agencies.

The recently announced strategy of PBB provides for work in several large markets, including the development of products in the field of advertising, both organically and through strategic partnerships with key players. The goal of the Big Data Platform is to become one of the major players in the online advertising market in Russia.

After buying a stake in MediaSniper, PBB expects to quickly take a significant share in the highly competitive online advertising market using proven MediaSniper technology solutions and Big Data's own processing algorithms.

PBB and MediaSniper plan to create joint products and services in the Internet advertising market through Big Data arrays and PDB technology solutions based on artificial intelligence and machine learning. The parties expect that synergy will speed up the launch of products on the market.

The online advertising market amounted to more than 250 billion rubles at the end of 2020. This is one of the promising directions for the use of artificial intelligence and machine learning algorithms in terms of monetization of Big Data. In shaping the PBB strategy, we carefully investigated the needs of our clients - advertising agencies, advertisers, and also the end-user to whom advertising is aimed. We expect that the deal with one of the major players will allow us to create products in the Big Data area that will be useful and in demand for our customers,

said the head of the board of directors of PBB - Deputy President-Chairman of the Board of VTB Bank Vadim Kulik.

In developing the PDB strategy, we focused both on the already established high-margin segments in the field of big data applications, and on new, maybe even experimental areas. The MediaSniper deal will deliver growth in high margin segments. Already in 2021, we expect to get the first effects from this partnership, accelerate the launch of products in the advertising market and eventually take a significant market share,

noted a member of the Board of Directors of PBB - Vice President of Rostelecom Alexander Aivazov.

We are very pleased with this partnership, the use of unique data for the advertising market will significantly increase the effectiveness of brand advertising campaigns, as proved by the pilot placements already carried out based on PBB data. Developed data collection and processing solutions allowed us to quickly conduct integration and start using data in advertising campaigns, it is especially important that the existing data sets allow us, together with PBB, to implement both wide-ranging and most narrowly targeted campaigns in both branding and performance segments of the market.

added Dmitry Turkevich, founder of MediaSniper.

2019: Right to directly sell Gameloft advertising traffic

On April 18, 2019, MediaSniper announced the conclusion of an agreement with the developer and publisher of mobile games Gameloft for the right to directly sell advertising traffic as part of an RTB auction in Russia. Read more here.

Notes

↑ VTB and Rostelecom stocked up on advertising

Источник — «https://tadviser.com/index.php/Company:MediaSniper»

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