ADV Lab & Benchmark

The division responsible for creating innovative solutions in the field of adtech and martech for the group’s agencies and their clients, developing partnerships with leading players in the digital technology market, as well as buying digital and offline media. It is the center of ADV expertise in the field of programmatic and performance marketing; it unites leading experts in the field of artificial intelligence and data technologies, as well as two digital agencies.



A platform for automatic advertising inventory procurement in
TV and Internet. 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.



Strategic partnership

The mobile operator PJSC VimpelCom (Beeline) and ADV Group announced their strategic partnership aimed at increasing the efficiency of advertising campaigns during SPIEF-2019. The partnership offers great opportunities for advertising messages personalization and deeper targeting, and also involves joint research on consumer behavior.


One of the most important projects of the two companies is TV advertising attribution. By building a predictive conversion model based on Beeline TV data we open up opportunities for a detailed analysis of connection between consumers’ contacts with TV ads and their purchases in offline stores, which in turn allows us to optimize subsequent advertising campaigns and increase ROI by 15-20%.


A project that allows you to plan and place video ads in the single “TRP currency” – on TV, Smart TV and the Internet, create a perfect split of these channels depending on the media consumption of a specific audience and thereby reach the consumer in the right place and at the right time.

Addressable TV

ADV Lab & Benchmark solution, which allows you to customize the display of Smart TV ads for specific households, as well as purchase Smart TV advertising inventory based on ratings points (CPP model).

The project partners are Mail.ru Group and online cinema ivi.

Incremental Mobile

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

The team

Igor Perevozchikov

CEO ADV Lab&Benchmark

Igor joined ADV in 2002 and in 2006 was appointed Planning Director at UM agency.
From 2008 to 2011, Igor served as Head of Media Planning department at MTS; in 2011–2012 he held the position of Director of Marketing for “Stream” video service.
In 2012 Igor returned to ADV Group as Deputy Managing Director of Initiative agency. In 2013 he became CEO of Advance Digital agency (presently Advance Mediabrands), and in 2015 he was appointed Chief Digital Officer at ADV Media.
In 2017 Igor became CEO of ADV Lab. Since 2018 he is CEO of united division of ADV Lab&Benchmark.

Aleksandr Mayzelis

Head of Negotiations and Partnerships

Graduated from the Moscow State V.I. Lenin Pedagogical University in 2002. In the same year, he joined Mindshare Digital Advertising Agency as a Media Buying Manager. From 2006 to 2011, he worked as the Head of Digital Buying. Since September 2013, he has joined the ADV team.

Artem Zakharov

Data Lead

Graduated from the Russian State Technological University named after K.E. Tsiolkovsky in 2011. In 2012, he joined Initiative Agency as an Account Manager. Since 2016, he had been involved in retention-marketing at Ostrovok.ru travel startup, and in 2017, he returned to ADV Lab & Benchmark to develop the area of new data use.

Oleg Vasilyev

Head of Product

Oleg has been working at the development department since 2018; he was involved in testing, analysis and elaboration of tasks relating to all Aizek components, led Aizek.Flowcharts and Aizek.ClientSpace projects. Since 2021, has been managing the creation of Aizek ecosystem products.

Evgeny Navolochny

Product Lead

Graduated from the Bauman Moscow State Technical University in 2007; worked at IMHO VI, then at SmartNewSolutions. In 2013, he joined Initiative where he made his way from Senior Media Planner to Account Director. Since 2016, he has been involved in the development and implementation of media products at ADV Lab & Benchmark.

Mikhail Odinokov

Head of Data Analytics

Graduated from the State University of Management in 2006. He started his career as a Media Research Specialist at Initiative Agency; in 2007, he took the lead of the agency’s research area. In 2016, he was appointed Director of Digital Research at ADV; in 2017, he joined ADV Lab & Benchmark.

Kseniya Zazulova

CEO Reprise

Kseniya joined the ADV team in 2016 as Unilever Planning Director at Initiative Agency. In 2018, she took the lead of IPG Group’s digital products and innovation department. In November 2019 she was appointed CEO of IPG’s performance agency Reprise.

Nadezhda Shilova

Co-founder and CEO AdLabs

Nadezhda has been working in advertising market for over 15 years. She began her career as a marketing manager at such companies like Rosmebel and WhiteSite. In 2003 she joined AdLabs as a SEO specialist. In 2004 she created and headed a new division of the ADLABS Group - an advertising agency. Under her leadership, the company grew into a strong player in the sphere of performance marketing and is now one of the leading Russian advertising agencies.
Nadezhda is a co-author and organizer of the first Russian web analytics conference iMetrics.

Anna Popova

Head of Performance department (Havas, Arena)

In 2011 graduated from Lomonosov Moscow State University. In 2012 entered Mindshare agency and worked in Digital tactical planning and buying department till the end of 2017. In 2018 joined Havas agency as a Digital Account Group Head. In 2020 was appointed as a Head of the performance department, responsible for Havas and Arena clients.

Tatyana Khokhlova

Head of Product Strategy

Graduated from the National Research University Higher School of Economics in 2015, having joined ADV as Junior Media Planner a year before. Since 2016, she has focused on programmatic buying development, and in 2018 she took the lead of Havas programmatic division. In 2019, she joined the team of ADV Lab & Benchmark.

Artem Khokhlov

Head of Mobile

In 2013, he joined Initiative’s team as a trainee at the planning department where he made his way to head of innovation projects. In 2018, he joined the IPG Mediabrands programmatic department where he took the lead shortly. In 2019, he joined the team of ADV Lab & Benchmark. Since 2021, has been leading the mobile marketing area at ADV.

Ilya Volodchenko

Head of Programmatic

In 2015, Ilya graduated from the Plekhanov Russian University of Economics; a year before he started working at the outdoor advertising startup. In 2015, he joined the programmatic team at ADV. In 2019, he took the lead of Havas Group’s programmatic department and joined the team of ADV Lab & Benchmark in the same year.

Ekaterina Rybakova

Head of Press and Radio Advertising

Ekaterina started her media career as a student at J. Walter Thompson. In 2002, she joined the team of Initiative Agency as a Planning Director of Press Advertising Campaigns. In 2005 shea took the lead of ADV’s press department, as well as ADV’s radio department in 2013. From autumn 2017 to the present day, she has taken a position of Head of Press and Radio Advertising at ADV Lab & Benchmark.

Dmitry Gribkov

Head of OOH Advertising

Graduated from the Moscow Aviation Institute. Dmitry started his career in the advertising industry at APR Group. From 1994 to 2017, he worked as Marketing and Sales Director at Russ Outdoor (APR-City, News Outdoor). Since 2017, he has joined the ADV team, leading its Out-of-Home area.

Kamil Khadzhiakhmetov

Head of Audit and Analytics

Graduated from the Moscow Aviation Institute in 1998. In 1999, he joined the TV buying team at Initiative. He headed the TV advertising department at Initiative from 2001 to 2017 and at UM from 2014. In 2017, he became Director of Audit and Analysis at ADV Lab & Benchmark.

Sergey Shuskov

Head of TV Advertising

Graduated from the Bauman Moscow State Technical University in 2007. During the last year at the university, he started his career at the advertising market, having joined MPG Agency (currently: Havas Media) in 2006 as Junior TV Buyer. In 2014, he was appointed Director of Broadcasting Media Buying; in 2017, he joined the new division of ADV Lab & Benchmark.

Key partners

at ADV Lab & Benchmark

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 & Benchmark.