In recent years, the Retail Media sector has been steadily growing, with marketplaces evolving into not only places of purchase but also media platforms where users consume content and interact. The Russian company UMG has developed a platform for such marketplaces that allows them to monetize their traffic by placing banner and video ads. The platform provides the ability to launch advertising campaigns through a personal account, offering more than 50 targeting options and detailed statistics.

The developers promise optimization algorithms and intelligent selection of relevant ads that match users' interests. This can improve the user experience and increase marketplace revenues.

Vladilen Sitnikov, Head of UMG Retail Media: "One of the notable trends in internet marketing in recent years has been the shift of traffic from search engines to marketplaces. Today, people not only shop at their favorite stores but also interact and gather information. As a natural consequence of this trend, advertisers have shown interest in e-comm surfaces, receiving positive feedback from major marketplaces like Wildberries and Ozon. These marketplaces are increasingly investing in the development of internal ad accounts and technical capabilities for various ad formats. We hope that with UMG technologies, every e-commerce platform will be able to test new marketing opportunities, gain an additional revenue source, and eventually become a self-sustaining ecosystem."

Marketplaces can access the platform in two main formats: free network connection or paid SaaS access. Both formats provide full control over campaigns and regular monthly payments. In both cases, the platform's commission is 30%.

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