GPM AdTech Challenge technology hackathon as a mentorship project

GPM Ads (Gazprom-Media Holding’s sales house) participated in the Moscow-based contest for best mentoring practices, presenting the GPM AdTech Challenge hackathon as their project.

GPM Ads, a leading player in the advertising market, implements the advertising inventory of Gazprom-Media Holding companies and partners in key media segments: TV (sponsorship), radio, and digital advertising. For over 20 years, the team has been developing highly effective products to promote businesses and help brands become closer to their audience.

The efficiency of this work is largely determined by the ability to utilize the latest technologies. In order to increase productivity in digital advertising and create cutting-edge media solutions, GPM Ads organized the GPM AdTech Challenge hackathon. It brought together more than 300 participants. The event was attended by company employees and invited technology experts.

The hackathon format was selected deliberately to facilitate knowledge sharing with guidance from mentors, inspire employees to generate new ideas, and attract valuable talent, such as IT specialists, who enhanced the team’s capabilities.

Over the course of one month, the participants worked to build innovative products, including an automated service for transcribing and translating entertainment content into foreign languages and models for predicting online conversions.

The involvement of GPM Ads employees as expert mentors at the hackathon made it possible to unite the team and increase its efficiency. Pre-project communication with the contestants and online consultations ensured the deep involvement of the company’s specialists in the new practice.

The GPM AdTech Challenge has become not only an excellent competition arena and a field for evaluating new mentoring practices in the company, but also a promising platform for developing innovative approaches in the advertising market. Thanks to the hackathon, competitive solutions have been developed for brands, agencies and publishers in the field of digital advertising technology using artificial intelligence algorithms. These new insights have laid the foundation for the productive development of the digital advertising services market.

Based on the results of the GPM AdTech Challenge, its participants received cash prizes. The prize fund amounted to 1 million rubles. The company acquired the best project prototypes for further optimization and subsequent implementation.

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