Gazprom-Media Holding, a leading diversified media holding of Russia and Eastern Europe, and MaximaTelecom, the operator of Europe’s largest public Wi-Fi space, announced the creation of a joint venture in the field of digital advertising sales.

The corresponding agreement was signed as part of the St. Petersburg International Economic Forum. The CEO of Gazprom-Media Holding Dmitry Chernyshenko and the chairman of the board of directors of MaximaTelecom Sergey Aslanyan took part in the signing ceremony.

The partners plan to join forces in the sale of advertising opportunities, the use of advertising technologies and accumulated auditory data. This will allow them to increase the advertising reach and accuracy of the targeting, and expand the database of potential advertisers.

It is expected that MaximaTelecom will hand over its advertising capacities to the joint venture, including programmatic technologies and the data management platform (DMP).

The joint venture will get the right to monetize the advertising inventory of MaximaTelecom’s networks and the non-video inventory on the online platforms of a number of Gazprom-Media Holding’s assets.

“The creation of a joint venture is intended to strengthen the monetization of online resources of the holding and its presence in the rapidly growing market of mobile online advertising. We see synergistic opportunities in the creation of a unique product for advertisers thanks to the combination of, on one hand, the quality of the audience and content of Gazprom-Media’s digital platforms and, on the other hand, the data and advertising technologies of MaximaTelecom, including geodata. It is also important that the inventory that the alliance will offer fully meet the heightened requirements of advertisers to brand safety and transparency in the placement of advertising,” said Dmitry Chernyshenko, CEO of Gazprom-Media Holding.

“In the five years of its work, MaximaTelecom has acquired colossal expertise in the advertising monetization of user traffic and online resources. Thanks to the partnership with the leader of Russia’s media market, we will be able to apply this expertise on a greater number of platforms. This guarantees a confident growth of the joint business,” said Sergey Aslanyan, chairman of the board of directors and the largest co-owner of MaximaTelecom.