МТС DSP (Demand Side Platform)

MTS DSP (Demand Side Platform) is a proprietary advertizing platform with MTS which you can launch campaigns on Big Data MTS segments. MTS DSP works with all key SSPs and AdExchanges. The platform is developing using - ML models that allow not only to automate the purchase and optimize advertising campaigns for CTR and VTR, but also to filter the programmatic inventory with high quality. Multi-stage manual and algorithmic moderation successfully filters out froda traffic, which allows you to protect the advertiser's brand from references in negative information content. Advertising is available on all platforms: web, in-app, in-stream/out-stream video or banners, native and audio formats are also implemented.

2025

Launch cross-platform mechanics of advertising campaigns

Advertizing vertical MTS MTS AdTech () On December 2, 2025, it announced the launch of comprehensive targeting to increase the effectiveness of advertising campaigns by cascading advertising to audiences in MTC DSP and Ads Telegram using a Stable ID. Multi-channel targeting to single segments allows you to multiply your knowledge of delirium - Brand Lift measurements record an increase in brand knowledge up to three times in comparison with standard mechanics. The solution gives advertisers the opportunity to optimize media planning, and redirect media budgets to purchase effective inventory.

When launching comprehensive targeting, the advertiser launches a campaign in MTS DSP for segments of impersonal and aggregated data Big Data of MTS and partners, or its own database of customers identified by Stable ID. Ads are shown to users in the web and in-app inventory. Then MTS AdTech compares users who saw advertising in DSP with the audience in Telegram Ads. This is made possible by the presence of Stable ID, an internal stable subscriber ID that allows you to correctly link impressions on different platforms without using personal data. After matching, ads in Telegram Ads are shown to the same users who have seen them on sites and in applications through MTS DSP. End-to-end analysis based on Stable ID allows you to determine post-view conversions and assess the contribution of each channel to the overall advertising funnel.

During the year, MTS DSP significantly expanded its coverage by connecting sovereign inventory - sites with a total MAU of more than 43 million users, which, according to internal estimates, provides an 11% increase in the total DSP coverage. Channels include in-app providers (including Unity/IronSource) and web sites with high request volumes: about 150 million requests per month are available for video formats; according to IronSource - banners 20-25 billion requests/month and video 3-3.5 billion requests/month. Separately, it is worth noting Telegram Ads, where there are more than 100 million active users in Russia every month. Expanding inventory increases auction competitiveness, which helps reduce average CPMs and increase the available volume of impressions for targeted segments.

The use of consistent mechanics across multiple channels allows advertisers to build a more efficient audience interaction funnel. First, the user sees advertising in the DSP, then we can heat up his interest in Telegram Ads, which increases the likelihood of conversion. This approach also allows you to optimize the media budget by directing impressions to the most relevant users and assessing the contribution of each channel to the overall effectiveness of the campaign. When testing this mechanics on representatives of the banking sector, knowledge about the brand tripled on average, and the number of conversions increased by 11%. In addition, an improvement in key advertising metrics was noted: the CTR of banners increased 1.5-2 times, and the VTR video - about 1.5 times, "said Tatyana Kovalevskaya (Doldo), director of the MTS AdTech sales department.

Placement on Kokoc Group platform

Kokoc Group and MTS AdTech have launched a showcase of solutions based on AI and Big Data. Kokoc Group announced this on July 3, 2025.

The MTS Special advertising tools showcase is located on the existing Kokoc Group platform. Kokoc Group clients have gained access to more than ten of the most popular AdTech solutions of MTS for business and agencies. All proposals of the partner showcase are focused on solving applied business problems - attracting traffic, increasing conversion, automating communications, attracting new audiences.

In the face of growing media inflation and pressure on efficiency, marketing MTS AdTech and Kokoc Group offered to Russian the business solutions that make it possible to control the logic of the lead movement from attraction to transaction. The partner showcase of Kokoc Group and MTS AdTech allows not only to combine channels of attraction and marketing, data but also to simplify work with them - flagship MTS products based on AI and BigData can now be connected in a single window.

2023: Robot Trader Introduction

On July 7, 2023, MTS introduced a robot trader for its own DSP platform. The technology works on the basis of artificial intelligence and allows you to automatically manage advertising campaigns in a digital environment, increase their efficiency and save up to 50% budget while maintaining KPI.

This tool is aimed at advertisers from large businesses, as well as advertising agencies that work with MTS DSP. The robot trader is based on the Reinforcement learning (RL) approach, which is one of the promising areas of artificial intelligence. As part of the RL approach, the system learns by interacting with some environment. The robot is responsible for analyzing statistics on advertising campaigns, checking the execution of KPIs according to specified metrics, as well as assessing whether the necessary volumes of advertising are withstood. After analyzing all the information, the robot decides on the need to make changes in order to achieve the declared metrics. In particular, the robot can track the value of the bet, as well as affect many parameters of the advertising campaign: working with domains, SSP platforms, banners and devices.

The announcement of the technology was presented by the MTS AdTech vertical team. The robot trader will expand the capabilities of MTS DSP and gradually become available to customers working with the platform in full-service and self-service formats.

The technology manages campaigns at the trader level and can actually become an indispensable assistant to a person in the implementation of simple advertising campaigns. The AI-based robot analyzes and optimizes key metrics more accurately and faster, which allows brands to save up to 50% of the budget on rolling out reach advertising while maintaining KPIs. During tests, the use of technology on average reduced the cost of an advertising campaign by 25% with an average CTR increase of 35%. At the first stage, we will offer to use the robot trader to advertisers and agencies that work with our DSP on a full-service model, in the future the robot trader will be available to our self-service customers, and will also be built into other MTS advertising products. This will allow us to create a replacement for effective Western tools that have left the Russian market, "said Anton Ryzhenko, head of the product center for MTS advertising planning and optimization.