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Dismissing any involvement in advertising-related agreements with Russian companies, Telegram takes a firm stance.
Russia’s telecommunications giant, MTS, declares its intent to roll out a bespoke advertising service for Russian Telegram users. Despite this, the messaging app vehemently denies formalizing any agreements.
The proclamation, unveiled on October 17, outlines the introduction of advertising services tailored for clients targeting specific channels, categories, interests, and geolocations. MTS explicitly underscores its focus on Russian operators’ phone numbers.
Remi Vaughn, spokesperson for Telegram, informs Cointelegraph that the company hasn’t entered into any advertising-related agreements with Russian entities, including MTS: “While they might access Telegram’s ad platform features through global ad agencies we collaborate with, we can confirm the absence of any formal partnerships or agreements between Telegram and MTS.”
MTS divulges particulars about the new service, highlighting its capacity to promote messages, groups, and bots within Telegram. Additionally, it enables messages with links to external sources in Telegram Ads, facilitating user navigation to external sites and applications.
Characterizing the service as a transformative tool, turning Telegram “into a performance tool with a high level of trust,” MTS envisions capturing a daily audience of 55 million Russians.
Elena Melnikova, MTS’s advertising director, emphasizes that the service’s launch will empower clients to target Telegram users utilizing diverse external user data: “Russian businesses and advertising agencies can launch ads in Telegram based on external data – MTS Big Data segments, their CRM systems based on phone numbers.”
The service boasts a lack of minimum budget constraints, allowing users to fashion and run ad campaigns of any magnitude. For small and medium-sized businesses targeting their databases, the fixed cost per message is 90 kopecks ($0.0092).
MTS assures that all ads launched via its MTS Marketer service on Telegram Ads comply with Russian advertising laws. Serving over 80 million subscribers in its Russian mobile business, MTS, Cointelegraph is seeking clarification on service details and the existence of a formal agreement with Telegram or if the service is outsourced to third-party ad agencies.
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Massive Russian telecom company MTS has announced a new marketing service aimed at Telegram users.

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