By 2026, Russia's digital advertising spend is projected to reach $4.5 billion, reflecting increased digital adoption and e-commerce growth. The ad tech market, at approximately $1.3 billion, is expanding rapidly due to advancements in data-driven targeting and automation, driven by local and international players. Mobile advertising dominates, accounting for 65%, as smartphone usage among Russians continues to rise, fostering personalized ad experiences.
The share of programmatic advertising is expected to hit 58%, showing a shift towards automated ad buying and real-time bidding. This trend enhances targeting efficiency and ROI for brands operating within Russia. Overall, the digital advertising landscape is evolving swiftly, with a focus on mobile and programmatic channels, supported by Russia’s increasing internet penetration and digital infrastructure investments.