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Max messenger launches targeted advertising in channels via VK Reklama
In short
The national messenger Max has added targeted advertising in channels, the service said in a press release. Ads are available in channels with at least 1,000 subscribers and are initially placed through VK Reklama, the service said. Vedomosti reported its correspondent first noticed ads in Max channels on September 25, when the platform confirmed it was testing advertising tools.
Why it matters
The launch turns Max channels into an advertising inventory, giving businesses and channel authors a new placement option inside a state-backed national messenger. Targeting runs on VK's Discovery platform, and the service said other Russian advertising platforms may join testing later, which could widen the market beyond VK's own sales house. No figures on revenue, pricing or demand were given.
Key facts
- Max has launched targeted advertising in channels, according to the service's press release. [ 1 , 2 , 3 , 4 ]
- Advertising is available in channels with an audience of 1,000 subscribers or more. [ 1 , 2 , 3 ]
- Ads are shown after the main content and can lead to a channel or a single post in Max, or to an external website. [ 1 ]
- Two ad formats are offered: text and visual-text. [ 1 ]
- Audience selection uses Discovery, VK's technology platform for recommendation systems, search and advertising, which analyses users' interests. [ 1 ]
- At the first stage, ads in Max channels can be placed through VK Reklama; other Russian advertising platforms may join testing later. [ 1 ]
- Vedomosti said its correspondent noticed ads appearing in Max channels on September 25, and the platform's press service confirmed it had begun testing advertising tools. [ 1 ]
- On September 15, Deputy Prime Minister Dmitry Grigorenko said more than 9 million people use the Max digital ID. [ 1 ]
Confirmed by several sources
Still unclear
- Whether the October 5 announcement ends the testing phase that the service confirmed on September 25. Vedomosti reports both the launch and an earlier test confirmation, and the documents do not say whether testing has concluded.
- When other Russian advertising platforms might join placement in Max channels. Vedomosti says only that they may connect to testing later, without a date.
- Commercial terms, pricing and the number of advertisers or channels involved. No document states pricing, revenue or participation figures.
- The number of users of the Max digital ID, given as more than 9 million. The figure comes from a single document, citing a September 15 statement by Deputy Prime Minister Dmitry Grigorenko, and is not repeated elsewhere.
What local media are saying
Business mediaVedomosti and RBC treated the launch as a product and market development, with Vedomosti detailing the ad formats, the Discovery targeting platform used, the September 25 sighting of ads in channels and the earlier digital ID figure; RBC quoted the app's press service that entrepreneurs and content authors can place ads through the VK Reklama cabinet.
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Official sourcesTASS carried a brief item on the addition of targeted advertising, highlighting in its summary that promotion is available in channels with an audience of more than 1,000 subscribers.
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Technology mediavc.ru reported that Max launched targeted advertising in channels with an audience of 1,000 or more and that placements can be made through VK Reklama.
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Timeline, local time
- Deputy Prime Minister Dmitry Grigorenko says more than 9 million people use the Max digital ID. [ 1 ]
- A Vedomosti correspondent notices advertising appearing in Max channels; the platform's press service confirms the service has begun testing advertising tools. [ 1 ]
- Vedomosti publishes a report on the launch of targeted advertising in Max channels. [ 1 ]
- TASS reports that promotion is available in channels with more than 1,000 subscribers. [ 2 ]
- vc.ru reports the launch and placement through VK Reklama. [ 3 ]
- RBC reports, citing the app's press service, that entrepreneurs and content authors can place targeted ads through the VK Reklama cabinet. [ 4 ]