Max opens targeted advertising in channels with 1,000+ subscribers

How does the targeting work?

At the first stage, an advertising campaign in Max can be launched through "VK Ads." The platform uses recommendation algorithms: they analyze users' interests and, based on this data, help advertisers select the audience for displaying ads.

This is a mechanism familiar to advertisers from the VK ecosystem — algorithmic audience selection instead of manual setup of detailed segments.

What's next?

"Later," other Russian advertising platforms will also be able to join testing of targeted ads in Max, the messenger added. Exact timelines and the list of platforms have not been disclosed.

For the advertising market, the launch means an expansion of ad inventory in the growing domestic messenger. The "channel — post — external website" formats cover three scenarios at once: subscription models, content marketing, and direct performance. The 1,000-subscriber threshold, meanwhile, sets a quality bar for platforms, weeding out very small channels.

Advertisers already working with "VK Ads" will not need any additional settings — the new placement is available within the platform's familiar interface.