MTS Ads: Trading Desk

Main article: Definition of Business Intelligence

2024: Trading Desk platform launch

MTS PJSC, a digital ecosystem, on April 3, 2024 announced that its advertising vertical MTS Ads is launching a new generation platform for agencies and large businesses. Trading Desk, fully created by traders for traders, opens up the possibilities of mass operations, quick hypothesis testing, customization of digital campaigns and advanced analytics in Telegram Ads.

MTS Trading Desk is intended for professional traders. The trader can set all the parameters of targeting and timing in Telegram Ads on the same work screen and mark traffic at each touch point with the audience to track conversions. Ruble billing simplifies the forecasting of expenses, planning campaigns and reporting on them. The presence of mass operations allows you to simultaneously create and edit from one to several hundred advertising campaigns.

The trader will be able to change the unscrewing parameters in dozens of campaigns in one interface and quickly test hypotheses. For each channel in Telegram, you can create a separate advertising campaign with special settings and creativity in order to compare the performance indicators of advertising and quickly suspend ineffective campaigns. The list of channels for placement and creatives for them can be downloaded to the trading desk in xlsx and csv formats in a couple of clicks.

Each team member will be able to customize the Trading Desk interface for themselves. Executives will be able to track business indicators, traders - metrics in real time, analysts will be able to use visual dashboards and graphs to find dependencies on dozens of indicators. The platform has a role model - for all team members, you can configure different levels of access, including making guest access for customers to individual campaigns.

Traders will be able to customize advertising campaigns by MTS Big Data segments, their database, as well as Telegram Ads targeting. Seamless integration with ORD and automatic moderation of advertising messages can reduce the time it takes to create and launch an advertising campaign.

Telegram is developing dynamically, new, advanced tools for advertisers appear on the platform. In order for large businesses and large brands to be able to set up effective advertising campaigns and raise budgets in Telegram, we collected market feedback and, together with professional traders from major agencies and MTS, created Marketer Pro - win-win solution for the site, agencies and large advertisers. Large business increased investments in Telegram: despite the low advertising season, February placement volumes on this platform exceeded the indicators of the traditionally peak period before the New Year holidays by 35%, and MTS Ads revenue from advertising in March 2024 compared to December 2023 increased by 105%. Trust in Telegram is influenced by the lack of fraud and a lively, involved audience. Every week we see a large increase in the number of customers who actively post tens of thousands of ads, so MTS Ads is actively investing in this segment, "said Nikita Fominov, MTS Ads Business Development Director.