Kuper, Samokat and Megamarket Launch Unified Ad Cabinet
Three Sber e-commerce platforms have combined their advertising tools in one cabinet. By the end of 2026, they promise more than 25 formats and five partner platforms.
Kuper, Samokat and Megamarket have combined their advertising capabilities in a unified personal cabinet. Advertisers gained access to campaign management across three e-commerce platforms through a single interface — without separate setup or manual collection of statistics for each platform. The announcement was made at the Performance Marketing Forum, as reported by Kuper's press service.
Through the shared cabinet, brands will be able to run campaigns on several platforms at once, manage placements and evaluate results. The retailer companies expect the solution to reduce operational costs and speed up the launch of placements. Budgets will be manageable based on consolidated reporting.
The development of the unified personal cabinet will be led by Dmitry Trubitsyn, director of advertising business and strategic partnerships at Samokat.
"Retail media is becoming an advertising channel that allows brands to engage with the audience directly at the moment of choice and purchase. That is why interest in it is growing not only among large companies but also among small and medium-sized businesses. For the further development of the market, it is important to make such tools simpler and more accessible so that more companies can launch advertising," Trubitsyn said.
Roadmap Through 2027
By the end of 2026, advertisers are promised more than 25 ad formats, and the number of partner platforms will grow to five. The platforms also plan to introduce an improved auction algorithm with ML-based bid recommendations and forecast metrics.
In 2027, priorities will include AI-driven promotion strategies, product formats, expansion of partner storefronts and the addition of new payment models.
Sber Ecosystem
All three services are part of the Sber ecosystem. Kuper (formerly SberMarket) became part of Sber in September 2019 and changed its name on July 1, 2024. Samokat came under the control of the ecosystem in May 2020, when Sberbank and Mail.ru Group acquired a controlling stake in the express delivery service. Megamarket (formerly Goods.ru and SberMegamarket) joined the ecosystem in 2021 — the bank closed a deal to purchase 85% of the marketplace from the M.Video-Eldorado group and the company's founder. In August 2023, the platform shortened its name to Megamarket.
Retail Media Market
The total volume of the retail media market by the end of 2026 could reach 1.2 trillion rubles, growing by 45%, according to forecasts by Okkam Trade Marketing. A year earlier, investments in Total Retail Media grew by 57% and reached 807 billion rubles — accounting for 45% of the entire Russian advertising market.
Source: AdIndex
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