Gazprom-Media Holding, the leading diversified media holding in Russia and Eastern Europe, and MaximaTelecom, the operator of Europe’s largest public Wi-Fi space, have presented the new company Kvant -their joint venture in the field of advertising technology and big data.
Gazprom-Media Holding holds 51% of the shares in the joint venture, while MaximaTelecom has 49%. Artyom Pulikov, who previously headed MaximaTelecom’s online business segment, has been appointed general manager of Kvant. A board of directors will manage the joint venture. The board will include Gazprom-Media Holding and MaximaTelecom representatives.
Kvant’s competitive advantage will come from the big data and advertising technologies that MaximaTelecom has developed over the years of monetizing Europe’s public Wi-Fi network, coupled with Gazprom-Media’s industry expertise and the federal coverage of its digital resources.
“The creation of a joint venture is part of Gazprom-Media’s digital strategy. Our goal is to achieve direct, targeted communication with the audience. We will take advantage of the largest public Wi-Fi network in Europe that MaximaTelecom created. Moreover, Kvant will give us with new tools for working with big data,” said Dmitry Chernyshenko, CEO of Gazprom-Media Holding.
Kvant already has its own AdTech products, including a data management platform (DMP) and online-to-offline (O2O) solutions. O2O tools help to find an audience offline for communicating in a digital environment. In this way, Kvant’s customers will be able to carry out cross-platform advertising campaigns with more precise targeting.