Our R&D Division is responsible for devising technological solutions in adtech and developing technology partnerships with the leading players in the digital market, as well as digital media buying.

The division brings together leading specialists in the fields of artificial intelligence and data management.


A platform for automatic advertising inventory procurement in
TV and Internet, launched at ADV’s Future of Media conference in November 2017.

Aizek helps companies investing in media to promote their brands by solving the three key tasks of modern marketing:

– Target consumers of various product categories and products across all media;
– Gather disaggregated data on media consumption and audience buying preferences within a single source;
– Highlight the link between media investment and sales. More

Incremental Mobile

The solution has been developed in partnership with Mail.Ru Group and Tiburon.

It is designed to place video advertising effectively in terms of reaching the target audience on different devices.

The main goal is to minimize possible overlap between desktop and mobile audiences. Analysis of advertising campaigns based on Incremental Mobile shows that the tool reduces advertising costs in all cases.

Addressable TV

Today’s consumers are used to watching video on different screens, in different environments and at completely different times. This means not only an individual approach to the choice of content, but also a diverse range of access devices. At the same time, it is vital for advertisers to be sure their message can be delivered efficiently to the target group via all channels and forms available, while remaining within an integrated framework such as a procurement model or a results assessment model.

ADV Lab solution facilitates the purchasing of advertising inventory on Smart TV based on ratings points (CPP model).
The project partners are Yandex and online-cinema ivi.


AdReal Exclusive Data on online advertising has been developed in partnership with Polish company Gemius, which specializes in measuring online audiences. AdReal measures online advertising in qualitative and quantitative terms including: reach; quantity of views; audience socio-demographics; share of active views; viewing length, etc.

The team

Igor Perevozchikov

Head of united division of ADV Lab and Benchmark

A graduate of Moscow State University (MSU), Igor joined ADV in 2002 and in 2006 was appointed Director of Planning at UM agency. In 2013 he became Head of Advance Mediabrands. In 2015 he was appointed Director of Digital Technology at ADV, and he became Head of ADV Lab in 2017.

Alexander Maizelis

Head of Negotiations & Partnerships

n 2002 Alexander graduated from Moscow State Pedagogical University, and in the same year he joined Mindshare Digital agency as an advertising buying manager. From 2006 to 2011 he was head of the online buying department. In September 2013 he joined the ADV team.

Artyom Zakharov

Data Lead

Artem graduated from the Russian State Technological University in 2011. In 2012 he became account manager at Initiative. From 2016 he was in charge of retention marketing at travel start-up Ostrovok.ru, but in 2017 he returned to ADV Lab to develop the use of new data.

Sergey Kasyanov

Program Director

Sergey graduated from Moscow State University in 2001, and in 2003 he started his career in online advertising. He began developing online direction at MediaCom in 2006, and from 2011 to 2015 he worked in the CPA-agency Multilead.

Evgeny Navolochny

Product Lead

In 2007 Evgeny graduated from Bauman Moscow State Technical University. He worked at IMHO VI and then at SmartNewSolutions. In 2013 he joined Initiative, where he started as senior planner and worked his way up through the company to become an account director. He has been working on the development and implementation of media products in ADV Lab since 2016.

Mikhail Odinokov

Research and Data Science Director

Mikhail graduated from the State University of Management in 2006. He began his career as a specialist in media research at Initiative, and in 2007 he became Head of the agency's research direction. In 2016 he was appointed Director of Internet Research at ADV, and in 2017 he joined ADV Lab.

Key partners

at ADV Lab

Are you inspired by unlimited potential of technologies? Do you want to help create products that change the Russian advertising market? Join the team at ADV Lab.