🛒 Russian marketplaces aim for leadership in CTV
Russian marketplaces could become key players in the Connected TV (CTV) niche—televisions connected to the internet.
AD2X analysts name the following as key platforms built on the open-source Android (AOSP) code:
🔸Salyut TV from Sber;
🔸Yandex TV based on YaOS;
🔸Ozon TV (Hartens), created by Ozon in partnership with VK.
The competition is unfolding at the ecosystem level, where voice assistants are becoming the core of control.
The CTV advertising segment is growing rapidly (at a rate of 30–40%) and is valued at over 2 billion rubles, creating a window of opportunity. Experts predict that marketplaces will definitively establish themselves as the dominant force in the CTV niche within the next 1–2 years.
The company Tricolor also plans to announce new approaches and advertising tools, leveraging its base of 12 million households.
