MTS AdTech, MTS Ads (MTS Advertising Technologies)

History

2025

Direct delivery of MMS for business with Magathon

MegaFon and MTS PJSC entered into an agreement on direct technological AdTech partnership between operators. The companies have combined the infrastructure for delivering advertising and information messages to their subscribers. The direct technology stack allows both companies to reduce the costs of maintaining and developing MarTech platforms by up to 12% per year, reduce the number of intermediate links in the MMS supply chain and significantly increase the cybersecurity of communications. The companies were informed about this on September 11, 2025.

The partnership creates the basis for the long-term growth of the MarTech market and the development of omnichannel and cascade communications - from "upper" coverage channels (for example, instant messengers) to more point and conversion (SMS and MMS). With the launch of the direct infrastructure stack, MTS AdTech and MegaFon advertisers were able to send MMS messages to subscribers of the partner operator, which was previously limited by the technical features of integration and reduced the percentage of successful delivery, but now its share is increasing by an average of 30%. This is especially important when communicating with your subscriber base, as it guarantees a higher level of coverage and stability of delivery. MMS dispatch is available to customers of both operators throughout the MarTech & Adtech product line.

The value in MarTech is not only the presence of a subscriber base, but also developed advertising platforms that provide the entire cycle of communications: not only sending SMS and MMS to two operators, but also templates for traffic types, as well as compliance with the requirements of personal data legislation. The creation of a direct stack of MarTech infrastructures between MTS AdTech and MegaFon made it possible to significantly straighten the supply chain of communications and launch a direct technological stack for MarTech communications as soon as possible. If we created a similar system from scratch, it would require more than a year of development, while in the format of partnership the solution started working immediately, - said Vladimir Farafonov, head of the Center for Digital Advertising Products and MTS AdTech Information.

The partnership of the two largest operators allows corporate subscribers to improve the efficiency of communications with their customers. The business is increasingly using MMS in its advertising mailings, but to increase the conversion of delivery, earlier our customers were forced to send to their customers from two different platforms, depending on who, the subscriber of which operator is their client. We have simplified this path, made communication end-to-end, accurate and effective, "said Alexander Alkhimov, Director of Advertising and Telecom Products at MegaFon.

Operator multimedia communications are becoming more and more popular among businesses - over the year (August 2024 to August 2025) the demand for MMS messages has grown 15 times. The top 3 industries in terms of demand included retail and e-commerce, banks and financial organizations, as well as the fashion industry. The MMS format allows you to deliver Flash offers and local messages using a geo-target, integrating images and graphic elements, which makes messages more visual and readable compared to text formats.

Previously, customers could send messages from the MegaFon Hub platform to SMS, instant messengers, social networks and emails using their client base, observing the cascade principle. First, the message is sent through the most accessible channels or familiar to the client, and in case of failure or lack of reaction, it is duplicated through alternative ones. The inclusion of multimedia messages in cascading mailings enhances advertising opportunities for business. Communication processes are managed in one personal account of the platform, where you can also track their effectiveness in real time, integrate with existing systems through the API, while optimizing costs by smartly distributing messages over the most economical communication channels.

Agreement with Beeline AdTech on the development of Telegram Ads

AdTech and Adtech MTS announced a Beeline strategic partnership agreement on August 29, 2025. Big tech companies the Russian advertizing industries have agreed to jointly develop innovative tools Telegram Ads and diversify targeting channels to Big Data advertisers. More. here

Appointment of Pavel Dubkov to the position of CIO

The platform for automated advertising procurement from bloggers Getblogger (part of MTS AdTech) on July 18, 2025 announced the appointment of Pavel Dubkov as director of information technology. Read more here.