JV Gazprom Media and Maxima Telecom will buy Big Data from the largest fiscal operators for advertizing

At the beginning of September, 2020 it became known that Gazprom Media joint venture and Maxima Telecom — the Kvant company — begins to buy Big Data from the largest fiscal operators for advertizing.

According to Kommersant OFD Platform, Taxcom and First OFD agreed about cooperation with Quantum. Partnership will allow to enrich Big Data for online advertizing sale with the new depersonalized data on purchases of Russians. At the same time the agreement of the parties does not prohibit OFD to work with partners on other services, speak in Quantum: for example, to provide reports to retail chain stores.

JV Gazprom Media and Maxima Telecom will buy Big Data from the largest fiscal operators for advertizing

Through accredited by OFD information on purchases of Russians is already obtained by tax authorities, and on the basis of Big Data "Kvant" targets advertizing in advertizing networks of "Yandex" and Mail.ru Group, Facebook, Instagram and on the websites of Gazprom Media. Similar projects on collecting of classroom data are also available for the largest retailers (X5 Retail Group, Magnet), mobile operators (MTS, VimpelCom, MegaFon), banks and other players. MTS notes that the operator uses the depersonalized data on purchases, travel, Internet activity, preference of mobile applications and so forth.

Exclusive data on visit of the place of purchase allow to receive a new layer of analytics, it is an important signal for all industry of online advertizing where conversion in offline - sales is widely discussed, the president of IAB Russia Boris Omelnitsky specifies.

Therefore even for the companies which are away from the advertizing market, but having big data the niche for analytics appears — he considers.

With the new tool the trust to it will grow in online advertizing efficiency evaluation, but at the same time from all participants of a chain additional efforts on control of security of transmitted data will be required, Omelnitsky noted.^[1]

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