Tinkoff Digital, the newly-launched digital ad solution provider, is announcing that it is a rolling out a DSP for the Russian market. DataMind will be Tinkoff Digital’s first product launch in the market.
The new solution is aimed squarely at Russsia’s fast growing e-commerce market, but the company is stressing that the platform can also be used by agencies. Given that the big holding groups are still figuring out their strategy for Russia, it seems likely that much of DataMind’s business will come from Russia’s big growth e-commerce sector.
DataMind will focus initially on graphical display, but there are plans to roll out on mobile in the first quarter of next year. It is also worth noting that Tinkoff Digital raised about USD $20 million both to acquire and build out its different offerings over the coming twelve months.
ExchangeWire highlighted Tinkoff Digital as one of the key players to watch in 2013 in the growing Russian data-driven ad market.
Here we speak with Anna Znamenskaya, CEO at Tinkoff Digital, about the new launch of DataMind and other projects for 2013.
Can you give an overview of the DataMind proposition? Is this a DSP solution for mobile and desktop?
It’s a DSP platform for web traffic only, for the moment, with retargeting capabilities built into the platform. We can do both CPM and CPC RTB campaigns and dynamic retargeting as well.
How many supply sources will you integrate with when you launch in the market?
We are currently integrated with four SSPs in the Russian market – GoogleAdEx, Sup Media Holding, Begun Network and the Between Digital SSP. In the next couple of months we should be integrated with two to three more.
Who is the target of this product? Will DataMind be aimed at agencies or traders in the market?
First we will aim it at direct clients, and especially e-commerce companies who are very sensitive about the effictiveness of their campaigns and the CPA goals they are optimising to. We are also buiding out our own DMP and working with data. We intend to go to agencies as well when we have enough user profiles and data to target brand campaigns.
Who do you think will drive adoption in the market? Will it be retargeters working on behalf of the growing e-commerce market in Russia?
Yes, I think retargeting is the easiest product to understand and the most effective for buyers. It is definitely e-commerce clients who will be the pioneers of RTB buying – and will power growth of this market in the first instance.
Where is Russia right now in terms of the general internet advertising market ? What potential growth do you see coming for RTB adoption?
This year the digital advertising market will be around USD $2bn, moving to $4bn in 2015. I believe that by 2015 RTB will account for 18% of media buys (not including SEM), so the real-time ad market could be capturing in excess of $250m in a matter of two years.