МТС DSP (Demand Side Platform)

MTS DSP (Demand Side Platform) is a proprietary advertizing platform with MTS which you can launch campaigns on Big Data MTS segments. MTS DSP works with all key SSPs and AdExchanges. The platform is developing using - ML models that allow not only to automate the purchase and optimize advertising campaigns for CTR and VTR, but also to filter the programmatic inventory with high quality. Multi-stage manual and algorithmic moderation successfully filters out froda traffic, which allows you to protect the advertiser's brand from references in negative information content. Advertising is available on all platforms: web, in-app, in-stream/out-stream video or banners, native and audio formats are also implemented.

2023: Robot Trader Introduction

On July 7, 2023, MTS introduced a robot trader for its own DSP platform. The technology works on the basis of artificial intelligence and allows you to automatically manage advertising campaigns in a digital environment, increase their efficiency and save up to 50% budget while maintaining KPI.

This tool is aimed at advertisers from large businesses, as well as advertising agencies that work with MTS DSP. The robot trader is based on the Reinforcement learning (RL) approach, which is one of the promising areas of artificial intelligence. As part of the RL approach, the system learns by interacting with some environment. The robot is responsible for analyzing statistics on advertising campaigns, checking the execution of KPIs according to specified metrics, as well as assessing whether the necessary volumes of advertising are withstood. After analyzing all the information, the robot decides on the need to make changes in order to achieve the declared metrics. In particular, the robot can track the value of the bet, as well as affect many parameters of the advertising campaign: working with domains, SSP platforms, banners and devices.

The announcement of the technology was presented by the MTS AdTech vertical team. The robot trader will expand the capabilities of MTS DSP and gradually become available to customers working with the platform in full-service and self-service formats.

The technology manages campaigns at the trader level and can actually become an indispensable assistant to a person in the implementation of simple advertising campaigns. The AI-based robot analyzes and optimizes key metrics more accurately and faster, which allows brands to save up to 50% of the budget on rolling out reach advertising while maintaining KPIs. During tests, the use of technology on average reduced the cost of an advertising campaign by 25% with an average CTR increase of 35%. At the first stage, we will offer to use the robot trader to advertisers and agencies that work with our DSP on a full-service model, in the future the robot trader will be available to our self-service customers, and will also be built into other MTS advertising products. This will allow us to create a replacement for effective Western tools that have left the Russian market, "said Anton Ryzhenko, head of the product center for MTS advertising planning and optimization.