Segmento

Segmento originated from RuTarget, established in 2011. Its founders were Eugene Legky, who once worked at JetBrains and was responsible for the development strategy at LG , as well as Roman Nester, who had previously worked in WPP structures , Bonnier Group, and co-founded QuantBrothers, an developer of algorithms for trading financial assets, and Kirill Safonov ^{[3] [4] [5] [6]} .

The first advertising campaigns were conducted in 2012 ^[7] . Segmento announced its entry into the market in August 2013 ^[8] .

By 2014, the company’s staff grew to 20 people, distributed across two offices in Moscow and St. Petersburg ^[7] .

In 2015, the company was acquired by Sberbank ^[9] .

In 2016, the AFK Sistema investment fund was included in the number of shareholders of the company ^[2] .

By 2018, the company’s staff has grown to 135 people with a central office in Moscow and an R&D office in St. Petersburg ^[1] .

Segmento implements sophisticated media strategies that allow advertisers to target the exact segments of their online audience. In the platform, targeting is possible based on data on the behavior of visitors to sites, sustainable interests, the history of search queries of each user, socio-demographic characteristics, the context of the pages visited and many others. Segmento allows you to deliver personalized advertising messages to those who at least once visited the advertiser's website ^[8] . In 2014, the company filed two patent applications related to developments in the field of predicting customer behavior on online platforms ^[9] .

For 2016, the Segmento database includes 250 million profiles, with 98% of Runet users and more than 1 million Internet sites in it ^[9] . Also, at the end of 2016, the platform operated with anonymous data from 84 million Sberbank customers and placed advertisements for 150 advertisers in four key channels: banners, video, mobile applications and social networks ^[10] . This collaboration was called "the first example of large-scale monetization of banking data in Russia and Europe" ^[1] .

The company says that for 2018, its platform processes more than 2 billion events daily, including requesting bids, ad impressions, clicks, sessions, conversions and purchases. In the same year, it was announced that in the future 2019 the company will analyze the big data of companies associated with AFK Sistema, in particular the mobile operator MTS ^[1] .

At the end of 2016, Segmento advertised 150 advertisers in four key channels: banners, video, mobile applications and social networks ^[10] . In 2018, about 40% of Segmento's revenue structure is accounted for by direct contracts with advertisers and 60% comes from cooperation with local and international agencies ^[11] . The list of clients includes Danone , Mastercard , Stada , Pfizer , L'Oréal , Estée Lauder , Huawei , Bayer ^[1] , S7 , Hyundai , Toyota , Pfizer , Samsung , L'Oreal , Volkswagen , Mars ^[2] , Tikkurila , " Tricolor TV ”,“ 220 Volts ” ^[12] , agencies BBDO Group , ADV , OMD OM Group , Media Direction Group, Dentsu Aegis Network , Publicis Media ^[1] .

In 2016, Sberbank used Segmento technology to work with accumulated “ big data ” to create portraits of use for forecasting the needs and demand for banking services in real time in the Data-driving Sberbank marketing campaign. According to the bank, the project 1.5 times increased the effectiveness of digital marketing while reducing costs by 30%. In March 2017, the campaign brought the Segmento Silver Award to the Effie Awards Russia 2017 in the category “Campaign with the effective use of programmatic buying” ^{[13] [14]} . Also in 2017, Sberbank won the Bronze Lion in the category “Financial Products and Services” at the Cannes Lions festival in 2017. The creative idea and concept of the Neighborhoods campaign was developed by GOOD, the mechanics of the campaign were implemented by the bank together with Segmento. The campaign also won the Golden Lion in the Creative Data category. In total, it was presented in 4 nominations: Promo & Activation / Financial Products and Services, Media / Financial Products and Services, Data / Best use of real time data and Data / Business-to-business data solution ^[15] .

For several years, the company attracted investments from a business angel and a full round A ^[9] . In a column published by Forbes , Roman Nester said that development costs amounted to more than $ 2 million ^[16] .

In March 2015, Sberbank of Russia acquired a controlling stake in Segmento. The parties did not disclose the amount of the transaction, market participants estimated it at 10 million dollars. Later, Sberbank also exercised the right to increase its stake to 100% ^[2] . In December 2016, Sberbank, thanks to investments in Segmento and Platius, became the winner of The Moscow Times Award 2015 in the nomination Strategic Investor of the Year ^[17] .

In December 2016, it became known about the sale of 50% of the company to Sistema Venture Capital venture capital fund, owned by Sistema holding company - the controlling shareholder of MTS , MTS Bank , Detsky Mir chain of stores, Intourist travel operator and other companies ^[2] . According to Sberbank’s senior vice president Mikhail Erenburg, this transaction allowed the bank to recoup its investment in Segmento ^[10] .

• segmento.ru - official site of Segmento