For Segmento co-founder and CEO Roman Nester, imitation is truly the highest form of flattery. He goes so far as to describe his company as a Rocket Fuel “clone.”
“Not many people would say that they are someone’s clone,” he said. “We think they are a good player and are doing [what they do] successfully.”
The company provides a programmatic media-buying platform, using a demand-side platform (DSP) from RuTarget.
The first of the 100 programmatic campaigns Segmento has run in Russia occurred in 2012. Since then, the company has grown to 20 employees with offices in Moscow and St. Petersburg, and is working to expand beyond the country.
"We have created a dedicated team of data scientists, account managers and ad ops for every global task to solve," Nester said. "Our team comes from high-frequency trading background and from leading advertising players. Some of our guys were working for Yandex and Google. We have a strong team for technology, with marketing and advertising specialists."
He told AdExchanger he expects its revenue numbers to double by the end of the year, and described the challenge of data in Russia and how mobile and video programmatic are doing in the country.