Buzzoola

History

2024: Purchase of 100% Buzzola cost MTS 2.2 billion rubles

Mobile Telesystems (MTS) spent 2.2 billion rubles. to establish control in the holding company-developer of the platform for advertising on the Internet Buzzola. This is evidenced by the data of the annual report of MTS, published in March 2025. The transaction took place in May 2024, and according to its results, MTS increased its stake in Buzzola from 67% to 100%. The fair value of the acquired share is 1.08 billion rubles, that is, the entire company is estimated at 3.28 billion rubles.^[1]

2023

MTS revealed the cost of buying Buzzoola

At the end of June 2023, MTS disclosed the purchase price of 67% of Buzzoola - 371 million rubles. Thus, the entire company was valued at 553 million rubles. The transaction was carried out through the MTS subsidiary - Stream. MTS also has an option to buy out the remaining 33% stake.

Sale of 67% of MTS

On February 22, 2023, MTS announced the purchase of 67% of the Buzzoola native advertising platform. The financial terms of the transaction were not disclosed. At the same time, the press release says that the companies signed a binding agreement, according to which MTS is provided with the possibility of buying out the remaining 33% stake in the startup in 2024.

Buzzoola will function as an independent company within Stream LLC, a subsidiary of MTS PJSC. The operational management of the company will be carried out by the current team of founders and management.

MTS has the right to buy out the remaining stake next year

According to MTS, the purchase of Buzzoola will help the telecommunications operator accelerate the development of its own AdTech direction and increase its share in the advertising market. MTS will also be able to include in its AdTech circuit an advertising exchange (AdEx) and the Buzzoola SSP platform, which will complement the company's own DSP and DMP solutions (developed under the MTS Marketer umbrella brand).

Combining the advertising technologies of the two companies will allow large customers and agencies to effectively manage the cost of advertising, make it possible to track the entire path of the user and convert the advertising campaign, increase the transparency of the quality and cost of inventory, including through MTS's own anti-fraud solutions, said MTS Advertising Technology Director Elena Melnikova.

As a result of the merger of the Buzzoola platform and the MTS advertising stack, we bring to the market a new key player with Russia's largest own network of sites and the widest possible set of advertising tools for both customers and publishers. The purpose of the association is to achieve the highest standards of quality of advertising campaigns in the market and to ensure a high level of income and service for Buzzoola SSP partners, "said Natalia Solodukhova, co-founder and president of Buzzoola.