Russian Internet company Mail.ru has launched its first mobile advertising platform, called MyTarget, which is aimed at connecting advertisers with Russian-speaking mobile users. The platform will operate with Mail.ru’s services, including its social networks and gaming sites, while also connecting up with international mobile apps.
Dmitry Grishin, CEO of Mail.ru, told Adexchanger in an interview:
“It’s usually local advertising agencies working with portals, and it has worked for many years. But because of the nature of platforms like Google Play and Apple’s App Store, we’ve seen that more and more people from many countries want their applications globally. We control such a big audience already, it makes sense for applications of smaller size to connect with us, and it makes sense for advertisers. We want to make it easier for them to access the Russian-speaking audience on mobile.”
The MyTarget platform has been developed in-house at Mail.ru by a team of around 100 people, and it joins the company’s existing desktop display ad platform. It’s display ads are already served by clients including Coca-Cola, Uber, P&G, and Ford, all of which are also expected to use the MyTarget mobile platform.
MyTarget provides audience targeting features, based on behavior, plus a variety of ad formats including native display, standard, and full screen banners. Developers interested in knowing more can register for MyTarget through this dedicated website, and the SDK is available for both iOS and Android.