Native Roll is an out-stream video advertising platform developer founded in 2014, when the video is placed outside the player and video content. Thanks to this platform, it is possible to place blocks with video ads in four formats inside the content on sites of more than 100 premium publishers (by May 2021). The video player is embedded in editorial content, and when it falls into the user's visibility zone, it automatically begins playback.
Activity indicators
2019-2020
According to Native Roll's own data, the platform's monthly advertising coverage exceeds 75 million users. According to Kartoteka.ru data, in 2020, Native Roll's revenue amounted to 1.06 billion rubles, in 2019 - 763 million rubles. Profit in 2020 reached 120 million rubles, in 2019 - 102 million rubles.
History
2021: Mail.ru Group bought Native Roll
At the end of May 2021, it became known that Mail.ru Group became the 100% owner of Native Roll. Previously, the share of the Internet holding in the startup was 75.83%.
According to Kommersant, the shares of Andrei Buzina, Gleb Burov and agency general director Anton Beschekov, who owned 7.45% each, as well as the share of Native Roll commercial director Dmitry Ostrovtsev (1.81%), were bought. The Mail.ru Group confirmed to the publication the fact of concluding a transaction, but did not disclose its financial component.
The top manager of one of the advertising groups told the newspaper that the entire Native Roll company could be valued at two or three revenues, that is, 2-3 billion rubles. Accordingly, the last tranche of Mail.ru Group could amount to about 500-700 million rubles, the source said.
Irina Gushchina, Director of Digital Advertising Procurement at OMD OM Group, commented to Kommersant that large companies from other sectors of the economy are ready to buy services to expand the advertising market. For example, VTB bought the Mediasniper platform, and VimpelCom is negotiating the purchase of an OTM advertising procurement platform.[1]
Notes
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