Telegram Advertising in Russia Reaches a New Level
MTS AdTech and Beeline AdTech have entered into a strategic partnership to give advertisers in Russia more powerful tools for running targeted campaigns on Telegram.
More Choice for Advertisers
Russian companies now have greater opportunities to promote ads on Telegram thanks to a new partnership between MTS AdTech and Beeline AdTech. The goal is to jointly develop tools that will improve targeting in one of the world’s most popular messaging platforms.
Notably, the two companies do not plan to merge their tools into a single platform. Advertisers can choose between MTS or Beeline—or run campaigns through both dashboards simultaneously—using geographic, interest-based, and other targeting parameters. Clients can build campaigns using both their own data and partner-provided ad segments, ensuring more flexibility and efficiency.
Advertisers will also gain access to real-time campaign analytics, along with enhanced tools like Brand Lift and Sales Lift studies. These capabilities help measure the impact of ad spending on brand metrics and sales, marking a significant step forward for Russia’s advertising analytics market.
Boosting Campaign Efficiency
The partners aim to improve Telegram ad campaign performance by applying aggregated, anonymized data sourced from telecom operators and their partners. This approach could cover about 60% of Telegram’s Russian audience. Previously, Telegram targeting relied only on anonymized data provided by MTS and partners, reaching roughly one-third of the user base.
If all plans are successfully executed, the partnership could turn Telegram Ads into one of Russia’s leading data-driven marketing platforms. It would also advance the use of big data for deeper advertising market analysis.
An Impulse for Industry Growth
The companies also plan to invest heavily in platform development. This includes improving dashboard functionality, certifying targeting specialists, and supporting ad agencies.
“Telegram is one of the fastest-growing digital advertising channels in Russia. Investment in Telegram Ads has grown several times faster than revenue growth in other popular channels. The fact that revenue is increasing faster than the number of campaigns shows advertisers’ willingness to reinvest,” said Elena Melnikova, CEO of MTS AdTech. “In recent years we have significantly boosted the popularity of Telegram advertising in Russia, building partnerships with leading agencies.”
An Era of Rapid Growth
The rapid growth of ad investment in Telegram is backed by numbers. In 2024 alone, ad spending on the platform nearly doubled compared to 2023. The trend has continued in 2025: in January–June, advertisers increased Telegram budgets by 54% year-over-year, reaching 6.7 billion rubles (about USD 75 million). By year-end, the total is expected to approach 13 billion rubles (about USD 145 million).
Currently, most efforts are focused on improving ad quality within Russia through new analytics tools and big data integration. However, if these methods can be adapted to international standards, Russian solutions could eventually reach global markets.
With Telegram’s user base continuing to grow, there is little doubt that Telegram Ads in Russia will keep expanding. The new partnership signals a strong intent by Russian companies to streamline processes and raise service quality for advertisers.
