Telegram Ads

Telegram Ads is a platform for advertising in the Telegram messenger

2025

Development Agreement between MTS AdTech and Beeline Adtech

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

MTS Adtech and Beeline Adtech will use targeting independently of each other, each in their advertising offices, without combining them for advertising campaigns in Telegram. Advertising in Telegram Ads with the ability to target geography, interests and other parameters can now be launched both with the MTS team and with the Beeline Adtech team. Customers will be able to target campaigns based on their own and partner advertising segments. In the offices of partners, online analytics of showing campaigns will be available, as well as advanced analytics - the ability to conduct Brand Lift and Sales Lift studies that measure the impact of advertising investments on brand metrics and sales.

The parties expect to improve the quality of advertising on the platform by configuring algorithms on aggregated impersonal data of telecom operators and their partners for almost 60% of site users in Russia. Previously, Telegram targeting worked on the basis of Big Data from MTS and partner companies, allowing you to configure and train targeting on impersonal data for just over a third of users.

Thus, the partnership will make it possible to turn Telegram Ads into one of the media where data-driven marketing technology is implemented, as well as accelerate the development of analytics tools using Big Data in the advertising market in Russia. The parties intend to supplement and improve their own advertising offices, as well as certify targeting experts, provide moderation, provide technological and consulting support to other market participants and advertising agencies.

The fact that revenue in Telegram Ads is growing faster than the number of campaigns launched suggests an interest in reinvesting in advertising. Over the past few years, we have significantly increased the popularity of Telegram advertising in Russia by building partnerships with major agencies. We will continue to develop the market for technological tools and popularize the digital advertising channel in Telegram, now together with Beeline Adtech. As industry leaders, we understand the value of Big Data in advertising and see the great interest of clients of the advertising industry in high-quality and effective communications, - said Elena Melnikova, General Director of MTS AdTech.

{{quote 'Beeline continues to move forward. The partnership with MTS AdTech on Telegram is another example of how we see our future: in synergy, industry development, search for effective business solutions and joint growth points. The advertising market is developing rapidly, and entering the advertising market on Telegram is another important milestone in the company's strategy. This cooperation will expand the possibilities of using Big Data and using Telegram for Russian advertisers, "said Sergey Anokhin, CEO of Beeline. }}

Possibility of targeting on M.Video-Eldorado data

MTS PJSC, digital ecosystem, May 23, 2025 announced a technological partnership between the advertising vertical of MTS Adtech and M.Video-Eldorado on the use of external data in advertising. As part of it, MTS AdTech and M.Video-Eldorado launched the ability to target Telegram Ads based on impersonal and aggregated data of the retailer's loyalty card holders.

Partnership with MTS Adtech will allow the retailer to gain experience in monetizing its own data with the help of external partners. It became possible due to the fact that MTS AdTech is Telegram's exclusive seller in the field of targeted advertising.

Through accurate targeting, advertisers can reduce customer engagement costs and increase the ROI of their ad campaigns. Customer data in the M.Video-Eldorado loyalty program is aggregated in the company's own CRM system, where, in the future, narrow impersonal segments relevant to the requests of MTS AdTech advertisers are formed from the general customer base. Data Base of users of the M.Club loyalty program include information about purchases and social characteristics of more than 55 million active customers. To exchange anonymized and aggregated data between partners, the integration of the internal system of M.Video-Eldorado with the CDP platform of MTS Omni Retail Product was set up.

Customer segments can be detailed up to a commitment to a particular electronics brand or technology refresh rate, allowing advertisers to direct offers with a high degree of relevance. For example, targeting data from M.Video-Eldorado will also be useful for repair companies that can find customers in the process of updating housing. Segments on M.Video-Eldorado data can be connected to any advertising campaign in Telegram Ads and myTarget in PRO Marketer. We continue to develop targeting capabilities based on Big Data, and in the near future the data segments of the retailer's loyalty program will become available on other advertising platforms of MTS AdTech.

Our partnership with M.Video-Eldorado is important for the advertising market. Previously, data on buyers of electronics and household appliances were used mainly as part of e-commerce. Technological cooperation of MTS AdTech with M.Video-Eldorado displays the retailer's data on the market of household appliances and electronics in the advertising environment, which is a new solution for the market. Now MTS AdTech advertisers from various fields - from gadget sellers to insurance companies - will be able to accurately segment their audience and show them only relevant advertising. The synergy of M.Video-Eldorado data with our technologies significantly increases the accuracy of targeting, increases the effectiveness of campaigns and accelerates the return on advertising investments, "said Artem Pulikov, Commercial Director of MTS AdTech.

Cooperation with MTS AdTech is a strategic step for us in the development of expertise in the field of data and understanding the portrait of customers. We are confident that personalized campaigns allow us to more effectively use the marketing budget of companies, providing our clients with the most relevant offers and improving their experience in interacting with the brand, "added Andrey Skachyok, Head of Loyalty Programs, Targeted Communications and Client Analytics.

Add a Pixel Tag Engine

Advertizing Vertical MTS May 20, 2025 announced the expansion of the capabilities of Telegram Ads - the emergence of the Pixel Tag tool, a mechanism for tracking the reach of users from ads in Telegram Ads to external sites and their post-click behavior.

Pixel Tag is a tool for advertisers that allows you to track users' transitions to an external site and targeted actions on it after interacting with ads in Telegram Ads. This means that advertisers will now be able to see more accurate campaign statistics: impressions - clicks - CTR - activity on the site. By default, Pixel Tag tracks only the fact of going to the site, but with the help of additional settings, you can record more accurate target actions - for example, purchase, registration, subscription to the newsletter and others. All data collected by the Pixel Tag is processed in aggregated and anonymized form, which eliminates the possibility of identifying specific users. The collection of information is limited to actions outside Telegram - activity inside the messenger is not monitored.

Pixel Tag is a JavaScript fragment that is hosted on the advertiser's site to track the targeted actions of users. The Pixel Tag consists of two components:

• Main code - placed on all pages of the site. It activates the pixel and allows you to record the fact that the user opens the page of the advertiser's site.
• Code Event - Placed on the relevant pages or elements of the site and allows you to track the targeted actions of users.

The key principles of the new tool:

• Track the base event of a page visit, as well as additional user actions;
• Methods for creating, editing, obtaining and deleting pixels are available (createPixel, editPixelEvent, getPixelEventsList, etc.);
• The ability to link a pixel with an advertising campaign through the conversion_event_id parameter;
• The pixel is implemented in JavaScript format and is embedded<head> in sites. In the Telegram Ads advertising office, you need to create the main pixel code and place it on all pages of the site as close as possible to the beginning of the site code inside the code<head>..;</head>
• Creating custom events (actions) with types: lead, purchase, search, download, etc. (total - 19 pre-installed options). To track a specific event, you need to create an event in the event configuration block by selecting the most appropriate description from the proposed ones. The event is configured by setting the event code to the desired user action (for example, pressing a button);
• When launching an advertising campaign, you need to select one of the pre-created events - this will allow you to accurately track the number of conversions made on the site within the framework of this campaign. Important: only one event can be linked to each campaign, it cannot be changed after the campaign is launched;
• After launching an advertising campaign with the selected event, Telegram Ads automatically assigns a unique identifier - TGCLID to each click on the ad. With it, the system determines which event to associate with a specific click and campaign;
• Format restriction: Pixel Tag only works with click-out campaigns, go to external sites and is not applicable, for example, to promote channels, messages or bots.

At the current stage, automatic event optimization is not available in Telegram Ads - the pixel is used only for collecting statistics, as when tracking channel subscriptions. However, advertisers will soon be able to use Pixel Tag data in the PRO Marketer - using the automatic rules module, you can configure campaign management with customized events.

The Pixel Tag will soon be available in the offices of Marketer PRO, a digital advertising platform for large businesses and agencies.