Between Digital covers both the buy and sell side in the programmatic space in Russia. Its Between sell-side platform launched in 2012 and its Intensity demand-side platform in 2013, and the company employs approximately 20 people with a headquarters in Russia.
Mikhail Getmanov, CEO, told AdExchanger it wasn't the company's intention to launch a DSP, "but we needed to drive the demand for our publishers. And that meant going into the buy side of programmatic. We wanted our publishers to earn more from the RTB ecosystem, which is still in the early years of development."
The company now works with more than 30 Russian DSPs and several global DSPs, and on the buy side, offers mobile and desktop display inventory. Russian-based Impulse VC has been an investor with Between Digital since its inception and the company is "actively talking with different funds and partners because we are considering different opportunities for future growth," Getmanov said.
AdExchanger recently spoke to Getmanov about the Russian market from both the buy and sell side, the growth of programmatic premium and how mobile RTB is growing in Russia.