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PwC presents its research of the programmatic buying market in Russia

Moscow, 25 May 2021 – PwC presents a new survey of the programmatic buying market in Russia. As part of the survey, our experts analysed the programmatic buying market ecosystem, identified the key growth trajectories and asked the largest players about market trends and competitive advantages of the various solution developers.

Key survey findings:

  • Mobile advertising might grow to approximately 67% of the total global advertising market by 2024. Today, more than 80% of all mobile advertising is bought via programmatic.
  • The latest trend in the market is the use of hybrid programmatic models (partially in-house) and proprietary data collection processes to enhance the effectiveness of targeting.
  • The Russian market is unique in that it accommodates a variety of market players, both standalone DSPs and ad buy management platforms, leading to a highly competitive environment and generally boosting market development.
  • In recent years, a substantial number of advertisers have redistributed their advertising budgets, shifting away from direct inventory reservation to programmatic. For many advertisers, 70 to 100% of their digital ads are placed using programmatic tools. Key market players claim that programmatic accounts for almost 95% of their total spend.
  • Experts have noted a trend in how functions are being distributed between agencies and brands: companies have started to collect and analyse user data, while agencies engage in research, strategic planning and partnerships, drawing upon their expertise in advertising tools, knowledge of key trends and experience in planning large-scale ad campaigns.
  • The respondents believe that the further development of programmatic buying is being held back by the lack of free data exchange in online and offline environments among market players. As the ecosystems of large players expand, data monopolies are created, making it increasingly difficult to obtain data from third parties.

“The growth of the global and Russian digital advertising market is leading to the development of new technologies that can effectively deliver advertising messages to customers. As the most advanced and fastest growing segment in media buying, programmatic buying has now become a top priority for advertisers. We completed the first structured survey of the programmatic market in Russia to help ad buyers to navigate modern technology and the latest developments in the market.”

Oksana Kulakova, Senior Manager, Advisory, PwC Russia
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Anna Smischenko-Mironova

Anna Smischenko-Mironova

Head of communications, PwC Russia

Tel: +7 (495) 967 6172

Maria Novikova

Maria Novikova

Press center specialist, PwC Russia

Tel: +7 (495) 967 6000

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