The use of Big Data is growing on the Internet advertising market
On the Internet advertising market, the number of advertising campaigns using Big Data technology is significantly increasing. Some industry participants note the growth five times compared to last year, and the segment volume on only one platform is estimated at more than 700 million rubles. However, experts associate indicators with an increase in investment in digital advertising as a whole.
Market participants mark the tendency to use Big Data in the Internet advertising market (compiling advertising campaigns based on the analysis of large amounts of consumer data). So, in Avito Advertising they told Kommersant that after the introduction of large data algorithms, the number of classifide visitors increased by 17%, and the conversion to purchases by 25%.
MTS Adtech consider the growth of this segment a leading one. For example, with a market growth rate by 53% by a year in 2024 in January-May 2025, a segment of Internet advertising in Telegram on Big Data from the company grew five times and amounted to more than 750 million rubles. Thus, the number of advertising campaigns launched using large data in Telegram ADS for January -Mai is estimated at 32% of the total market share. For the same period in 2024, such campaigns were 25%.
At the same time, the business began to launch advertising on Big Data three times more often. Among the reasons for the growth of interest in the segment in MTS noted the effectiveness: the return on investment in the Big Data campaign shows ROI growth (investment return) up to 200% compared to other online confusion.
The trend for the use of Big Data is confirmed in Avito Advertising: after the introduction of the Big Data (Avito Ranker 3), the service visitors 17% more often began to go into ads from the search, and the conversion to purchases increased by a quarter. “In the first quarter of 2025, the brands increased investments in Avito’s advertising by 56% by the year, and the number of advertisers increased almost double in the same period,” said Yakov Paisakhzon, director of Avito Advertising. Ozon said that they use their own DMP platform to launch campaigns, according to the results of the first quarter, the company has increased the number of advertisers who do not sell goods on the window, 1.7 times. The growth of investment by advertisers grew almost 13.7 times in Electronics, 8.8 times – in the Fashion segment and 7.7 times in Auto. In Yandex and VK Advertising, they refused to comment.
“Depending on the media, the use of large data in the OMD OM Group campaigns is from 30% to 100%,” says Roman Kobosev, director of the OMD Resolution Programs. “The market gradually switches to the Consumer-Based model, when the communication center is not an abstract audience, but a clearly identified user. We predict that for three years about 90% of online advertising will be based on Big Data products, ”adds Mr. Kobosev.
Business understands the value of data for segmentation of the audience, forecast analytics and personalized communication, adds the OOM by Okkam general director Andrei Chrisyuk. In particular, the business demand for marketplaces is associated with this: the volume of advertising in the segment in 2024 is estimated at 381 billion rubles. (see “Kommersant” from June 5).
Nevertheless, the director of marketing and strategic partnerships of Centra Evgeny Koraklav does not agree with the dynamics of Big Data growth in advertising: “The share of campaigns with Big Data in 2024 and 2025 remains approximately the same, it was stabilized at the level of 59% of the total in the online.” According to Mr. Kobblev, the market as a whole and the Big Data segment in particular is growing due to an increase in the total volume of placements. According to AKARA, in 2024, the Digital advertising market in Russia grew by about 16-18% year by the year, and preliminary estimates for the first quarter also show growth in the region of 12-15%.
