T2 Launches Its Own Advertising Platform
The launch of T2’s new AdTech platform signals a strategic shift in Russia’s telecom sector, where operators are increasingly evolving into full‑scale data‑driven advertising ecosystems.
A data‑driven push for growth
Russian telecom operators have become major players in the country’s advertising market, using large‑scale datasets to expand campaign reach across multiple digital channels. At the National Advertising Forum in Moscow, Anton Merzlyakov, Director of Big Data Monetization at T2, presented the company’s newest product—T2 AdTech—which he will also lead.
The platform consolidates proven AdTech products with new capabilities and is built around three strategic growth areas: developing innovative offerings, strengthening existing tools, and establishing long‑term partnerships with advertisers, technology firms, and developers.
Clients already have access to a wide range of solutions, including TG Ads placements based on T2’s big‑data segments, mobile performance tools, online‑to‑offline analytics, and more.
Reducing advertising overload
According to Merzlyakov, the platform is designed to address a major challenge in the global digital ad market—oversaturation. “Consumers today are overwhelmed with advertising. As a telecom operator, we stay connected with users 24/7 and understand exactly when, through which channel, and with what type of creative it is best to communicate brand value. This knowledge allows us to solve the biggest challenge in advertising—being heard,” he said.
T2 made the decision to enter the AdTech market back in 2024, acquiring assets from Yabbi, Redllama, and Plazkart to build an integrated offering. T2 AdTech now leverages Stable ID‑based audience data, AI‑driven analytics, anti‑fraud expertise, and a large inventory pool from internal and partner sources.
A market where nobody loses
T2 is now the fourth Russian operator to establish its own AdTech vertical, joining MTS, Beeline, and MegaFon. As a result, Russia is rapidly forming a self‑sufficient advertising technology market with capabilities comparable to global offerings.
These developments benefit both users and advertisers. Consumers receive more relevant and meaningful messaging, while businesses can optimize budgets and improve campaign efficiency.
T2 AdTech processes data from 14 million households, refreshing audience segments within minutes based on real‑time behavior—an important step toward greater transparency and omnichannel integration. According to Irina Lebedeva, T2’s Deputy CEO for Commercial Affairs, this represents “a new level of trust for the entire market.”
Beyond traditional telecom
The launch of T2 AdTech highlights a broader trend: telecom operators are diversifying beyond traditional connectivity services, building entertainment, financial, and now advertising ecosystems. While the immediate impact will be felt within the Russian market, successful AdTech implementations could be exported to CIS countries, where Russian telecom operators are actively expanding.
