Beeline Merges Big Data and Adtech into One Business Vertical
Beeline has moved its big data division into 'beeline Adtech'. Geo-analytics, scoring and verification services now operate in a unified vertical alongside advertising technologies.
Beeline is moving its big data division into 'beeline Adtech'. Advertising technologies and solutions based on Big Data, machine learning and artificial intelligence now operate within the operator's unified business vertical, the company said.
Previously, big data-based products were developed as a separate Big Data and artificial intelligence division. Following the reorganization, they will become part of 'beeline Adtech' — the vertical responsible for advertising technologies and data-driven solutions.
Geo-analytics, scoring and verification services will move into 'beeline Adtech'. Geo-analytics makes it possible to assess the movements of a target audience and select locations for opening new points of sale. The analysis uses depersonalized data on the load of the operator's base stations. Scoring and verification tools are designed to assess financial risks and combat fraud.
Combining the divisions will give beeline the opportunity to develop products for analyzing the customer journey and marketing effectiveness. The company expects to combine audience behavior data with advertising tools, assess the contribution of online and offline channels, and measure the impact of communications on business metrics.
'We are creating a unified environment where data, artificial intelligence and advertising tools work together, allowing businesses to understand their audience more precisely, manage communications more effectively and measure their real contribution to results. Consolidating these competencies will allow us to scale the business faster and take a stronger position in the Adtech market,' said Beeline CEO Sergey Anokhin.
Nikita Fominov, CEO of 'beeline Adtech', notes that combining Big Data and advertising technologies will allow the company to move from standalone products to comprehensive scenarios. It will become possible not only to find and segment an audience for an advertising campaign, but also to build its journey across different channels and assess the business result.
'The next stage is developing products at the intersection of Big Data, artificial intelligence and Adtech, which will help companies make more accurate decisions and increase the return on marketing investments. At the same time, security and responsible use of data remain a fundamental principle for us,' Nikita Fominov explained.
How the advertising business was restructured
The restructuring of Beeline's advertising division began in the summer of 2025. At that time, Lyubov Yachkova took the position of Director of Digital Advertising Business Development. In the fall, the operator spun off Adtech into an independent business vertical. It was headed by Nikita Fominov, who joined from MTS AdTech. Evgeny Korobov, the previous Director of Advertising Business, reportedly left Beeline for the IT holding T1.
In his new role, Fominov is responsible for developing and implementing the growth strategy for the advertising business and marketing solutions of 'beeline Adtech'. His responsibilities also include strengthening the team, launching strategic partnerships and new product solutions.
In spring 2026, the company strengthened its technology arm. The position of Chief Information Officer was created within 'beeline Adtech' — it was taken by Anton Ryzhenko. Fominov explained the creation of the position by the scaling of the product and technology platform. At the same time, the company formed a unified sales cluster for premium digital products.
In 2026, the operator continued to expand the product portfolio of 'beeline Adtech'. In spring, the company launched 'Reach 360' — a solution for placing ads on several types of screens within a single campaign. It includes Digital Indoor, Smart TV and the operator's premium video network. Placement is carried out under a single CPM model.
Market context
In AdIndex's ranking of Russia's largest advertisers, Beeline ranks 17th. The company's total spending on advertising placement in the largest media — TV, the internet, outdoor advertising, radio and print — amounted to 6.1 billion rubles in 2025. Advertising budgets were estimated based on data from the measurement companies Mediascope, Admetrix and Digital Budget.
Source: AdIndex
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