MTS AdTech: Billing system for the advertising market

Main article: Billing

2025: Launch of Billing System for Advertising Market

On October 7, 2025, MTS PJSC, a digital ecosystem, announced the launch by MTS AdTech subsidiary of its own martech and adtech billing system with a single wallet for charging and accounting customers of multi-channel advertising campaigns. This system will allow you to plan advertising campaigns that correspond to the current realities of the advertising market: it supports new communication formats (advertising in instant messengers, dynamic remarketing, influencer posts, online video), and also allows you to create converged products that combine traditional advertising channels and digital tools.

The system is based on the Dynamic Case Management (SDCM) architecture and was the first step in the development of full-fledged MadTech billing - a platform that combines MarTech and AdTech tools. It allows you to tariff both classic telecom services (SMS) and new channels in a single system: Telegram Ads, influencer marketing through Getblogger, video advertising in the MTS Ads Premium Video ecosystem and other formats. This approach opens the possibility of creating cross-channel products with a single point of planning, payment and analytics.

Billing automates the billing process, standardizes payment and acceptance of payments, provides financial monitoring, risk management and analytics. Flexible charging models are supported: prepaid and postpaid schemes, individual tariff plans, package offers, promotions and loyalty programs. This gives advertisers the tools to better manage campaigns and get customized reports.

In addition, MTS AdTech introduced provisioning and pre-billing modules that speed up the connection of services and increase the accuracy of charges for all measured services. In particular, fast access to services through platform integrations, as well as automatic processing of CDR traffic for any services with a measured volume (quantity, time) for accurate charges.

We have created MadTech billing, which reflects a new stage in the development of the industry - the unification of AdTech and MarTech services into a single ecosystem. This architecture allows you to launch converged advertising products based on SMS, Telegram Ads, Getblogger and Premium Video, reduces the time for bringing new services to market, and also provides for them a universal charging mechanism that supports any digital services, - said Vladimir Farafonov, Director of MarTech Products and Technologies at MTS AdTech.

The platform already works with tens of thousands of customers. The next plans are to launch an interface for managers, expand the API, new financial control tools and analytical reports.