Tamburin

Tamburin is a cloud-based platform for automating econometric modeling and managing the media mix for brands and advertising agencies. By January 2024, the company has more than 50 customers in Russia and the CIS countries.

History

2023: VimpelCom bought 40% of Tamburin

At the end of December 2023, an entry appeared in the Unified State Register of Legal Entities (Unified State Register of Legal Entities) on the sale of 40% of Tamburin to VimpelCom. The Russian telecom operator concluded a deal through a subsidiary of Haiv LLC, created by VimpelCom for venture financing projects.

According to Interfax, citing data from the Unified State Register of Legal Entities, Haiv bought a stake in Tamburin from the co-founder and CEO of the startup Natalya Ivanovo, who at the same time retained 50% of the company. Another 10% of Tiambi LLC belongs to Alexander Matushko. VimpelCom confirmed the purchase of a stake in Tamburin, but did not name the value of the transaction. VimpelCom also refrained from informative comments at the request of the agency and only said the following:

VimpelCom bought out 40% of Tamburin

The platform allows you to predict sales based on the finished customer media plan and build optimal sales scenarios, calculate the contribution of each media to sales and calculate the optimal media mix for a given budget to maximize the return on investment in advertising.

For VimpelCom, this is not the first purchase of an advertising technology developer. Previously, a controlling stake was acquired in Hummingbird, which provides services for analyzing advertising campaigns. According to experts interviewed by Forbes, in search of synergy and in the absence of noticeable growth in the traditional telecommunications business, the operator chooses a strategy for acquiring small but well-complemented businesses.^[1]

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