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Assessment of Penetration and Use of Geotargeting and Hyperlocal Targeting at Russian Media Market

Научные исследования: 


For citation: Pershina E.D. (2019) Otsenka proniknoveniya i ispol'zovaniya geotargetinga i giperlokal'nogo targetinga na rossiyskom mediarynke [Assessment of Penetration and Use of Geotargeting and Hyperlocal Targeting at Russian Media Market]. Mediaskop1. (in Russian). Available at:

DOI: 10.30547/mediascope.1.2019.1


© Elena D. Pershina

PhD Student at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Manager at Yandex (Moscow, Russia),



In this article, we will try to assess how much geotargeting, and in particular, hyperlocal targeting, has penetrated the Russian media market and much it affects. To do this, we selected the largest resources in Runet according to TNS Web Index mobile audience and studied their capabilities of this type of targeting. This topic is very relevant, in KPCB 2017 international research, the use of hyperlocal targeting stands out as one of the main trends. We found that a lot of large Russian content sites supported the trend of geotargeting in advertising. At the same time, the trend of hyperlocal advertising targeting by most players is not yet supported. We believe that such hyperfocal segmentation is often not justified due to limitations in the audience and is not yet repaid even for many of the largest resources. In addition, the market is still dominated by desktop traffic and desktop users, which are most difficult to target on the basis of hyperlocal. Although trends for the mobile audience can predict future changes.

Keywords: business model, geodata, geotargeting, hyperlocality, hyperlocal targeting.



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