VK opens ad integrations in Max channels: 5,000 creators joined during a month of testing
VK has opened integrations in Max channels to all advertisers via VK AdBlogger: over 5,000 messenger creators joined the platform during a month of testing.
More than 5,000 Max messenger creators joined the VK AdBlogger platform even before its public launch — during a month of closed testing. The platform is now open to all businesses: companies can order integrations in Max channels, and channel owners can earn money from sponsored posts. This was announced by VK's press service.
How it works for advertisers
The placement scheme looks standard for an influencer marketing exchange (a format in which a brand buys a publication from a creator rather than an ad impression from a platform). A business owner needs to:
- register on VK AdBlogger, provide their details and top up their balance;
- choose a channel from the catalog — filters work by topic, number of subscribers, and the presence of the A+ label;
- study the channel's statistics before placing an ad;
- upload the ad material.
The procedure for creators is mirrored: create a personal account, connect their Max channel, and set the price of an integration. After that, offers from advertisers start coming to the channel.
Why Max needs this
Monetization infrastructure is coming to a messenger that already has something to monetize. According to the company, Max has more than 650,000 public channels, with a combined audience of over 390 million subscriptions. Numbers, of course, are different things: channels are not people, and subscriptions are not reach. But the volume of inventory is beyond doubt.
Max CEO Farit Khusnoyarov described the platform's mission as follows: “Max is consistently developing opportunities for businesses and creators. VK AdBlogger will help entrepreneurs find potential buyers and clients through integrations into the most relevant content, and help creators monetize their work.”
What this changes for businesses
The question is practical: why does an advertiser need yet another placement channel if targeted advertising in Max is already available? The difference is in the format. Ads placed through the VK Ads account are shown after the main content of channels and can lead to other channels, individual posts, or external websites, with targeting by geography, demographics, and other audience characteristics. That is buying an impression. VK AdBlogger sells something else — the integration of a brand into the content of a specific creator, with that creator's audience trust included. The former suits some tasks, the latter others.
A brief history of the platform
VK AdBlogger has existed since 2024 as a platform for direct interaction between advertisers and creators. Before Max was connected, the service worked only with VKontakte bloggers — more than 130,000 creators on the social network are available for placements through it today. The platform takes care of the routine: it automates payment, paperwork, and ad labeling (assigning the mandatory identifier of ad material required by the advertising law).
So, Max has received the missing piece of infrastructure. Creators now have a monetization tool, and businesses have a showcase of 650,000 channels with transparent statistics. It remains to find out the main thing: how much this audience's attention costs. The catalog with prices is now open — the question is practical, and each creator has their own answer.
Source: AdIndex
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