An R&D Division responsible for devising technological solutions in adtech and developing technology partnerships with the leading players in the digital market. The division is also our expertise center for programmatic and performance marketing, which brings together leading specialists in the fields of artificial intelligence and data management 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. More


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. More

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 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

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

In 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.

Ksenya Zazulova

CEO Reprise

Ksenya joined the ADV team in 2016 as the planning director of Unilever at Initiative. In 2018 she headed the IPG digital products and innovation department. In November 2019 she has been appointed CEO of the IPG’s performance agency Reprise.

Nadezhda Shilova

Co-founder and CEO ADLABS

Nadezhda has been working in advertising 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 marketing department

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 Head of the Performance marketing department, responsible for Havas and Arena clients.

Tatyana Khokhlova

Head of Product Strategy

Tatyana graduated from HSE in 2015; a year earlier she joined ADV as a junior media planning manager. Since 2016 she has focused on the development of programmatic buying and in 2018 headed the programmatic division of Havas. Joined the ADV Lab team in 2019.

Artem Khokhlov

Head of Programmatic

In 2013 Artem joined the Initiative team as an intern in the planning department, where he went all the way to the Head of Innovation Projects. In 2018 he moved to the department of automatic buying at IPG Mediabrands, which he soon headed. Joined the ADV Lab team in 2019.

Ilya Volodchenko

Head of Programmatic

In 2015 Ilya graduated from Plekhanov Russian University of Economics; a year earlier he began working in a startup in the field of outdoor advertising. In 2015 he joined the ADV programmatic team. In 2019 Ilya headed the automatic buying department of Havas and in the same year became part of the ADV Lab team.

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.