Marilyn
Marilyn is a Russian B2B SaaS platform that automates bid management, reporting, and campaign optimization across 17+ advertising platforms (Yandex.Direct, Google Ads, VK, Ozon, Wildberries, DV360) for digital agencies and large brand advertisers in Russia and CIS, serving 82+ agencies and 4,500+ projects since 2013.
- Company typePrivate
- Founded2013
- HeadquartersKrasnoselskiy, Russia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Marilyn does
Marilyn is a Russian B2B SaaS platform, operated by Aktsionernoe Obshchestvo «Avtomatizatsiya Internet Reklamy» (JSC «Internet Advertising Automation»), that automates the management of digital advertising campaigns across multiple platforms from a single interface. Founded in 2013 and headquartered in Moscow, the platform natively integrates with 17+ advertising systems (including Yandex.Direct, Google Ads, VK Реклама, myTarget, Ozon, Wildberries, YouTube, and DV360), analytics tools (Yandex.Metrica, Google Analytics, AppMetrica), call-tracking services (CoMagic, Calltouch), CRM systems, and the 1C accounting package, with an open REST API for custom integrations.
Its product suite comprises bid management, cross-platform reporting with 40+ groupings and 100+ metrics, dashboards, daily budget balancing, media planning with auto-pause, UTM auto-tagging, cross-negative keyword management, custom metrics, financial closing, schedule management, automated broken-link checking, audience segmentation (geo, MAC, phone, email, outdoor media IDs), and order/KPI tracking. Optimization is delivered through user-configurable rule cascades and pre-built strategy templates targeting CPC, CPA, ROI, and DRR (advertising spend ratio). Marilyn explicitly states it is not affiliated with the ad platforms it manages and operates directly inside customer accounts.
Marilyn monetizes via B2B SaaS subscriptions under a 7-day free trial followed by paid contracts, with pricing tiers not publicly disclosed. It combines product-led self-serve onboarding with assisted sales through personal managers for enterprise clients, and supplements direct sales with an agency certification and partner program. Its served customers are 82 local digital agencies and all five major Russian network agency groups, with named enterprise users including OMD OM Group, Havas Media (Hyundai Russia), Publicis Groupe's Performics, and ROSST. The company claims 4,500+ advertising projects under management and positions itself as managing 35% of digital budgets on the Russian market; no external funding rounds have been disclosed and the entity has been self-sustaining since founding.
Marilyn firmographics
Firmographics- Name
- Marilyn
- Legal name
- Акционерное общество «Автоматизация Интернет Рекламы»
- Website
- https://mymarilyn.ru
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Marilyn is a Russian B2B SaaS platform that automates bid management, reporting, and campaign optimization across 17+ advertising platforms (Yandex.Direct, Google Ads, VK, Ozon, Wildberries, DV360) for digital agencies and large brand advertisers in Russia and CIS, serving 82+ agencies and 4,500+ projects since 2013.
- Ownership category
- akta.pro rank
Marilyn industry classification
Industry- Product category
- Advertising automation software
- NAICS
- Media Buying Agencies (54183), Media Buying Agencies (541830), Advertising Agencies (541810), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370), Services-Advertising (7310)
- akta.pro primary industry
- Performance Marketing Automation & Bid Management Services (MPAAACAM)
- akta.pro secondary industries
- Programmatic Media Buying & Trading Desks (DV360/TTD, RTB) (MPAAABAB), Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)
Keywords
Where Marilyn is headquartered
LocationHeadquarters
- HQ city
- Krasnoselskiy
- HQ country
- Russia
- HQ region
- Europe
Offices1 record
Markets served
Marilyn business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Marilyn operates as a B2B SaaS platform charging subscription fees for access to its advertising automation tools. The platform offers a 7-day free trial before subscription commitment. Pricing tiers are available on the website under '/price/' but specific pricing tiers are not publicly disclosed in the source material.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free trial - 7 days full access |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Marilyn product offering
Product offeringCore offering
Marilyn is a B2B SaaS platform that automates management of internet advertising campaigns across 17+ Russian and international ad platforms (Yandex.Direct, Google Ads, VK Ads, myTarget, Ozon, Wildberries) within a single interface. It provides rule-based bid management, cross-platform reporting and analytics, automated budget balancing, media plan tracking, UTM marking, call-tracking integration, CRM/accounting (1C) export, and a REST API. The system is sold on a subscription basis with a 7-day free trial and is used by digital advertising agencies and large brand advertisers.
Product overview
Marilyn is a unified advertising automation platform that consolidates management of internet advertising campaigns across multiple channels into a single interface. The platform provides a comprehensive suite of integrated tools including bid management, reporting, analytics, dashboards, budget balancing, media planning, UTM marking, cross-negative keywords, custom metrics, financial closing, scheduling, link checking, audience segmentation, and a REST API. The system natively connects to major Russian advertising platforms (Yandex.Direct, VK, myTarget, Ozon, Wildberries) and global platforms (Google Ads, DV360), integrates with analytics tools (Yandex.Metrica, Google Analytics, AppMetrica), call tracking services (CoMagic, Calltouch), CRM systems, and accounting software (1C). The platform is designed for digital agencies and advertisers to automate routine advertising operations and optimize campaign performance.
Differentiator
Problem solved
Functional benefit
Products and services
- Marilyn Platform
Quantifiable outcome
- Up to 92% time savings on report generation
- +4 more outcomes
Companies that use Marilyn
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
Marilyn technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration19 records
AI capability4 records
Feature10 records
Marilyn partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and supporting.
- OzoncoreMarilyn implemented integration with Ozon marketplace in 2021, enabling automated collection of advertising statistics from Ozon sponsored product campaigns (Трафареты, Вывод в топ, Продвижение в поиске) and automated bid management for sellers.
- WildberriescoreIntegration with Wildberries marketplace enabling automated bid management for advertising campaigns on the Wildberries platform.
- Яндекс ДиректcoreFull integration with Яндекс Директ for automated bid management, reporting, and UTM marking across search and network campaigns.
- Google AdscoreIntegration with Google Ads (formerly Google AdWords) for automated bid management and reporting.
- VK Реклама / ВКонтакте / myTargetcoreIntegrated with VK Реклама, ВКонтакте, and myTarget for targeted advertising automation, bid management, and reporting.
- Яндекс МетрикаcoreIntegration with Яндекс Метрика web analytics for cross-platform performance data in unified reports.
- Google AnalyticscoreIntegration with Google Analytics (including Analytics 360) for web analytics data aggregation in reports.
- CoMagic / CalltouchsupportingIntegration with call tracking services CoMagic and Calltouch for call attribution and conversion data in reports.
- ImprovadosupportingOMD OM Group uses Improvado platform which aggregates data from 180+ advertising services. Marilyn exports data via API to Improvado for further aggregation into agency dashboards.
- 1CsupportingFinancial closing module exports data to 1C accounting system for agency-client reconciliation.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Marilyn competitors and assessment
Company assessmentOthers
- Optmyzr:
- Ringostat: Call tracking and analytics platform that complements Marilyn's call tracking integrations (CoMagic, Calltouch); serves the same Russian advertiser ecosystem but focuses on call attribution rather than bid management.
Direct peers
- K50: Russian PPC and advertising automation platform that provides bid management and analytics across Yandex.Direct and Google Ads, serving agencies and advertisers in the same Russian market as Marilyn.
- Elama: Russian advertising automation and agency platform offering multi-account management, automated bidding, and reporting across Russian ad platforms — directly competing with Marilyn for Russian digital agencies.
- Origami: Russian PPC management and automation service for agencies and advertisers, focused on Yandex.Direct and Google Ads campaign optimization, comparable to Marilyn's core bid management offering.
- Aori: Russian contextual advertising automation platform providing cross-account management and reporting tools for Yandex.Direct campaigns, targeting the same digital agency and advertiser segments.
- Click.ru: Russian PPC automation and management platform with bid management, reporting, and analytics tools serving agencies managing Yandex.Direct and Google Ads campaigns.
Broad incumbents
- Marin Software: Global cross-channel advertising management and bid optimization platform serving large advertisers and agencies — a global incumbent in the same bid management category Marilyn serves regionally.
Emerging players
- Improvado: Marketing data aggregation platform that pulls data from 180+ advertising platforms — an existing integration partner of Marilyn via REST API, addressing adjacent cross-platform analytics use cases.
Regional players
- Acoom: Russian/CIS advertising automation vendor providing comparable agency-side tooling for multi-platform campaign management, competing for the same Russian agency customers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Marilyn social profiles
Digital presenceMarilyn financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marilyn leadership team
Management profileNumber of profiles
Profiles5 records
Marilyn funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marilyn M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Marilyn
What does Marilyn do?
Marilyn is a B2B SaaS platform that automates management of internet advertising campaigns across 17+ Russian and international ad platforms (Yandex.Direct, Google Ads, VK Ads, myTarget, Ozon, Wildberries) within a single interface. It provides rule-based bid management, cross-platform reporting and analytics, automated budget balancing, media plan tracking, UTM marking, call-tracking integration, CRM/accounting (1C) export, and a REST API. The system is sold on a subscription basis with a 7-day free trial and is used by digital advertising agencies and large brand advertisers.
Is Marilyn a public or private company?
Marilyn is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Marilyn founded?
Marilyn was founded in 2013. It employs 11 to 50 people.
Where is Marilyn based?
Marilyn is headquartered in Krasnoselskiy, Russia, in the Europe region.
How does Marilyn make money?
One revenue line is on record: saaS Subscription.
Who are Marilyn's main competitors?
Others on record are Optmyzr and Ringostat. Direct peers are K50, Elama, Origami, Aori and Click.ru. Marin Software is listed as a broad incumbent. Improvado is listed as an emerging player. Acoom is listed as a regional player.
Does Marilyn have an API?
Yes. Marilyn provides a REST API that allows users to collect and aggregate data from advertising platforms and export it to any system. The API enables users to implement tasks not available through the platform interface and automate tasks that are manually performed on the platforms. The API supports custom integrations for any data sources. Developer documentation is at mymarilyn.ru/tools/api.
What industry is Marilyn in?
Marilyn's product category is Advertising automation software. Its primary akta.pro industry code is MPAAACAM, Performance Marketing Automation & Bid Management Services, with a secondary code of MPAAABAB, Programmatic Media Buying & Trading Desks (DV360/TTD, RTB). Its NAICS code is 54183 and its SIC code is 7311.