Russian Users Move Closer to a Spam-Free Advertising Experience

MTS, one of Russia’s largest telecom operators, has launched an AI-powered advertising platform designed to dramatically reduce spam and increase campaign precision.

AI-Driven Audience Targeting

MTS has introduced a next-generation ad targeting system that uses real-time artificial intelligence to optimize campaign delivery. The new platform, developed under the MTS Adtech vertical, is already integrated into the MTS Marketer service for small and medium-sized businesses.

Early results show a 90% accuracy rate in matching content to the target audience. MTS forecasts that by 2026, irrelevant ad content—or perceived spam—will drop to just 3–5%, with the rest deemed relevant by users. This marks a significant step forward in audience-based marketing efficiency.

Machine Learning Replaces Traditional Marketing

These improvements stem from a broad overhaul of how audience segments are formed. Using machine learning and Big Data tools, MTS analyzed behavioral patterns and preferences from a user base exceeding 85 million subscribers.

In the first half of 2025, the number of available segments for advertisers rose from 250 to 350. These are constantly evaluated by AI in real time, ensuring relevance and improving campaign performance. MTS reports a 1.5x increase in click-through rates (CTR) since the upgrade.

MTS is the first telecom operator to implement real-time segment performance tracking. In Q2 this year, our targeting accuracy reached 90%. By 2026, only 3–5% of Big Data–based targeted ads will be considered non-relevant by users

Vladimir Farafonov

Head of Digital Advertising Product Center at MTS AdTech

Higher Accuracy, Better Conversion

New audience categories now include consumers by retail tier (mass-market, mid-range, premium), frequent regional travelers (to places like Kazan, the Caucasus, or Altai), and active buyers and sellers on digital marketplaces.

MTS’s press office says, “When developing these segments, we incorporated customer feedback and best practices from the adtech industry. For the first time, advertisers can launch precision-targeted campaigns while monitoring segment performance in real time.”

Another innovation is the platform’s ability to refine target audiences using ongoing inputs from Big Data research and user surveys. Advertisers can now request highly customized segments tailored to specific campaign needs.

Keeping Pace with Global Trends

MTS’s efforts align with international developments in telecom adtech. In 2020, Google Ads launched Performance Max, an ML-driven platform for automated optimization. Its real-time segment monitoring update debuted in May—just three months ahead of MTS’s comparable release.

Russian platforms like VK Ads (formerly Mail.ru Group) introduced ML-based targeting tools in 2023, and Yandex has leveraged neural networks through YandexGPT to refine ad delivery in its ecosystem.

While these tools currently serve the domestic Russian market, they reflect a broader shift toward AI-first advertising infrastructures. With mature data pipelines and user segmentation capabilities, these solutions could eventually find utility in other markets with similar regulatory or data conditions.

Ultimately, MTS’s AI-based system delivers benefits for both advertisers and users—reducing wasted spend and sparing consumers from irrelevant messaging.