September 25, 2023
Digital
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The Qvant company continues to expand its network of partner platforms
Today, the company’s product portfolio helps publishers address the monetization challenges they face.
The Qvant company (part of Gazprom-Media Sales House and Gazprom-Media Holding) continues to actively expand the network of partner platforms. The crisis of March 2022 and the cessation of demand from Western vendors resulted in a smooth distribution of revenues to other participants of the Runet advertising market. Those events became one of the drivers of this expansion.
From September 2021 to March 2022, the share of foreign vendors in the integration of Adfox HB, Prebid.js, and direct tags in the total revenue was up to 25% in average.
Despite the crisis, Qvant was able to double the platforms’ Average Revenue Per Page View (ARPPV)* by March 2023 via optimizing advertising formats and adding new sources of demand and direct sales.
Today, the company’s product portfolio enables publishers to solve their primary monetization challenges: automate processes, aggregate ads by simply installing a single code, and get complex integrations and a unique format set in one unified product. The latter can be adapted to the platform’s requirements through a set of flexible settings allowing for maximum customization and diversity in terms of programmatic capabilities.
The single code is an organic development stage of our product line for online platforms and advertisers. It utilizes all the latest advertising technologies.
There are more than 600 platforms in Qvant’s portfolio. The company interacts directly with the Unified Register of Internet Advertising (URIA), which is an important advantage. This means that partners do not have to worry about compliance with the law “On Advertising” and how to submit advertising data to the URIA, because Qvant is fully accountable for all the websites it works with. Additionally, the company is one of partners of the YAN.
We have been working together for over a year and our impressions are nothing but positive! These guys always keep in touch and are ready to thoroughly check every technical moment. Thanks to the variety of placement options, we can experiment and choose the most advantageous for each platform. Most importantly: the profit metrics make us happy and are growing well.
The company’s technology solutions address relevant needs in the programmatic advertising market and include the following:
- a format library: proprietary format development with flexible customization;
- integration of external monetization dashboards into a single one with shared statistics;
- additional monetization through the integration of the RUTUBE player and publishing of own video content;
- a technology solution that allows to integrate ads into video content on any player without additional modifications and adjustments. At the same time, its display properties can be configured individually for each platform: for example, an ad can start some time later or after a certain percentage of the total video length has been played;
- over 15 partner sources of buyout/demand.
According to Adfox, in June 2023, 452 million ads were served to 486 million queries, with 93% of buyout.
Average CPM can vary by a long measure depending on the theme of the website (from 30 to 80 rubles). At the same time, the average CPM for the Adhesion format offered by Qvant is 111 rubles.
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