eLama
eLama is a Russian cloud SaaS platform that unifies advertising management across 25+ systems (Yandex Direct, VK Ads, Telegram Ads, Avito, Ozon, Wildberries, Google Ads, TikTok Ads) for 30,000+ advertisers and 5,500+ agency partners, earning revenue primarily through partner commissions on ad-spend throughput.
- Company typePrivate
- Founded2008
- HeadquartersSt. Petersburg, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What eLama does
eLama is a cloud-based SaaS platform that consolidates management of internet advertising across 25+ systems — including Yandex Direct, VK Ads, Telegram Ads, Avito, Ozon, Wildberries, Google Ads, and TikTok Ads — into a single dashboard with unified wallet, automated ЕРИР ad marking, post-payment, and bid management. Founded in 2008 and headquartered in Russia with offices in Moscow and Saint Petersburg, the company is part of the Yandex Group of companies and serves more than 30,000 advertisers and 5,500+ agency and freelance partners.
The core technology is a browser-based, self-serve platform accessible via account.elama.global. It offers a Basic tier (free for all users regardless of budget, with limited features) and an Optimal tier (free for users spending ≥20,000₽/month on ads or 30,000₽/month for agencies, otherwise 950₽/month). The product set includes a Unified Wallet (Единый кошелёк), Ad Marking (Маркировка) for ЕРИР compliance, Bid Manager, TG Nastroy (Telegram Ads automation), UTM Generator, Minusator (negative keywords), Auto-rules, Auto-replenishment, Post-payment up to 30 days, and a Linguogenerator for AI-generated ad copy. Adjacent modules include a Tools Marketplace with 70+ free marketing tools, a Services Exchange marketplace with 5,000+ freelance experts, the eLama Index market analytics products, free online courses, and a 24/7 Customer Care service.
The business model is primarily affiliate-referral: eLama earns commissions from partner advertising volumes routed through the platform, ranging up to 9% on Yandex Direct Search, up to 16% on targeted advertising, 5% on Telegram Ads, and up to 20% on marketplace platforms for new partners. Direct subscription revenue is limited to the Optimal tier and a 3,000₽/month account-connection fee for existing Yandex/Google Ads accounts; otherwise the platform is free. Go-to-market is product-led with a freemium entry point, supplemented by a partner program for agencies and event-driven demand generation through webinars, courses, and industry conferences. Primary customer segments are self-employed advertisers, SMB and mid-market businesses, and digital agencies/freelancers managing multiple clients.
eLama firmographics
Firmographics- Name
- eLama
- Legal name
- ООО «СМБ-Сервис»
- Website
- https://elama.ru
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- eLama is a Russian cloud SaaS platform that unifies advertising management across 25+ systems (Yandex Direct, VK Ads, Telegram Ads, Avito, Ozon, Wildberries, Google Ads, TikTok Ads) for 30,000+ advertisers and 5,500+ agency partners, earning revenue primarily through partner commissions on ad-spend throughput.
- Ownership category
- akta.pro rank
eLama industry classification
Industry- Product category
- Advertising management software
- NAICS
- Media Buying Agencies (54183), Advertising Agencies (54181), Custom Computer Programming Services (541511)
- SIC
- Services-Advertising (7310), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
- akta.pro secondary industries
- Marketing Automation & Campaign Management CRM (HDAEAFAB), Integrated Advertising (Brand + Performance + Media) (BPAFAAAA)
Keywords
Where eLama is headquartered
LocationHeadquarters
- HQ city
- St. Petersburg
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
eLama business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Partner Commissions from Yandex Direct: Commission earned from partner advertising volumes in Yandex Direct advertising system. Partners receive up to 9% for Search and up to 6% for RSY advertising.
- Partner Commissions from Targeted Advertising: Commission from targeted advertising system volumes. Partners can earn up to 16% from targeted advertising.
- Partner Commissions from Telegram Ads: Commission from Telegram Ads partner volumes, typically 5% for new partners.
- Partner Commissions from Marketplace Platforms: Commission from advertising on Avito, Wildberries, Ozon - up to 20% for new partners.
- Premium Tier Subscription (Optimal): Optimal tariff subscription at 950₽/month for users not meeting free tier criteria (budget under 20,000₽/month). Includes advanced features like multiple bid manager campaigns, fresh statistics 4x daily, and priority support.
- Marketplace Commission (Services Exchange): Commission from freelance marketplace services including advertising setup, SEO, analytics, design, content creation. Service fees from transactions between buyers and 5,000+ expert providers.
- Account Connection Fee: 3000₽/month fee for connecting existing Yandex Direct or Google Ads accounts to eLama platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Free | Basic - Free tier with essential features up to 20,000₽ monthly ad budget |
| Freemium | Monthly | Optimal - Advanced features with free access for 20,000₽+ monthly budget (or 30,000₽+ for agencies) |
| Subscription | Monthly | Account Connection - 3,000₽/month for connecting existing Yandex Direct or Google Ads accounts |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels8 records
eLama product offering
Product offeringCore offering
eLama is a free, cloud-based SaaS platform that unifies management of internet advertising campaigns across 25+ advertising systems (Yandex Direct, VK Ads, Telegram Ads, Avito, Google Ads, Ozon, Wildberries, TikTok Ads) through a single dashboard, unified wallet, and unified documentation. It provides automated ad marking and ERIR compliance, bid management, postpayment, a marketplace of 70+ free marketing tools, a freelance service exchange, and a partner program for agencies and freelancers with commissions up to 20%.
Product overview
eLama is a unified free platform for managing internet advertising across 25+ advertising systems (Yandex Direct, VK Ads, Telegram Ads, Avito, Wildberries, Ozon, and others). The core platform provides a single dashboard, unified wallet, and postpayment capabilities. Key modules include ad marking for ЕРИР reporting, a marketplace with 70+ free premium tools (anti-fraud, call tracking, analytics), Telegram Ads automation tool (TG Nastroy), bid management, auto-rules, UTM generator, and linguogenerator for AI-powered copy. The platform also offers a service exchange marketplace, partner program for agencies/freelancers, market analytics (eLama Index), educational courses, and 24/7 customer support. Pricing is free with two tiers: Basic (up to 20,000 RUB budget) and Optimal (from 20,000 RUB budget).
Differentiator
Problem solved
Functional benefit
Products and services
- eLama Platform Unified SaaS platform for managing internet advertising campaigns across 25+ advertising systems including Yandex Direct, VK Ads, Telegram Ads, Avito, Google Ads, Ozon, Wildberries, and TikTok Ads, with a single dashboard, unified wallet, unified documentation, automated ad marking, and campaign management tools.
- Partner Program (Партнёрская программа) Agency and freelancer partner program offering commissions up to 20% from client advertising volumes across Yandex Direct (up to 9% Search, up to 6% RSY), targeted advertising (up to 16%), Telegram Ads (5% for new partners), and marketplace platforms Avito, Wildberries, Ozon (up to 20% for new partners). Includes partner dashboard, postpayment, and white-label tools.
- Agency Services (Услуги агентства) Full-service agency offerings for advertisers who prefer outsourced management, including context advertising, targeted advertising, web analytics, SEO, ad marking, Ozon Performance, marketplace management, geo advertising, mobile promotion, and media advertising.
- Tools Marketplace (Маркетплейс инструментов) Marketplace offering free access to 70+ paid marketing tools including anti-fraud services, call tracking, analytics systems, creative builders, and landing page constructors from third-party providers.
- Service Exchange (Биржа услуг) Marketplace connecting advertisers with 5,000+ freelance marketing experts offering 70+ internet promotion services including ad setup, SEO, analytics, design, content creation, and marketplace management, with safe transactions and payment after order acceptance.
- eLama Index (Market Analytics) Market analytics research products including Telegram Ads analytics, Avito analytics, and Telegram channel seeding analytics, providing market data and insights for advertisers.
- Educational Courses (Курсы) Free educational courses on internet advertising including full course on Telegram promotion, Avito advertising, blogger advertising, Yandex Direct, and VK Ads.
- Free Campaigns (Бесплатные кампании) Free expert campaign setup service for Yandex Direct, VK Ads, Telegram Ads, and Avito Ads, available for new users as an onboarding incentive.
- Unified Wallet (Единый кошелёк) Single balance and account for managing payments across 25+ advertising systems with unified closing documents package for accounting, enabling advertisers to fund all campaigns from one source.
- Postpayment (Постоплата) Deferred payment service allowing advertisers to pay for advertising 30 days after campaigns run, without interest or hidden commissions, supporting cash flow management.
- Ad Marking Service (Маркировка рекламы) Built-in service for marking advertising and submitting reports to ЕРИР (Unified Register of Internet Advertising / ERIR) for Russian regulatory compliance. Automatically retrieves tokens, marks ads, and sends reports across all connected ad systems.
- TG Nastroy (Telegram Ads Automation) Dedicated Telegram Ads automation tool for campaign setup, creative grouping, account replenishment, and analytics in one window. Simplifies the launch and management of Telegram advertising for individual advertisers and agencies.
Quantifiable outcome
- Up to 10 hours/week time savings with auto-rules and bid management
- +4 more outcomes
Companies that use eLama
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
eLama technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature10 records
eLama partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, secondary and minor.
- Yandex (Яндекс)coreeLama is part of the Yandex Group of companies. As a certified Yandex agency and Premium Yandex Advertising partner, eLama provides integrated access to Yandex advertising products including Yandex Direct, Yandex Business, Yandex Navigator, and PromoPages. The partnership enables seamless account management and campaign optimization across Yandex advertising ecosystem.
- VK (VKontakte)coreVK Ads certified partner providing access to VK social network advertising through eLama platform. Enables advertisers to manage VK advertising campaigns alongside other platforms from unified interface.
- AvitocoreAvito certified partner for Avito Advertising integration. eLama enables campaign setup, management, and optimization for Avito's e-commerce advertising platform.
- Google AdssecondaryGoogle Partner providing access to Google advertising network through eLama platform. Enables unified campaign management across Google and other advertising systems.
- Telegram AdscoreTelegram Ads account replenishment and management service. Awarded 'Best Telegram Ads Service' at TgConf Awards 2024. Provides automated setup, campaign management, and analytics for Telegram advertising.
- OzonsecondaryPartner for Ozon marketplace advertising including Ozon Performance campaigns. Enables advertisers to promote products on Russia's major e-commerce platform.
- WildberriessecondaryPartner for Wildberries marketplace advertising. Enables promotional campaigns on Russia's leading e-commerce marketplace through eLama platform.
- TikTok AdssecondaryIntegration for TikTok advertising campaigns. Allows advertisers to manage TikTok ad placements alongside other social media and search advertising platforms.
- WOWBloggerminorInfluencer advertising platform for blogger collaborations. Integrates influencer marketing into eLama's unified advertising management suite.
- GetRadiominorRadio advertising platform integration. Extends eLama's reach beyond digital to include audio advertising on radio stations.
- Services Exchange Experts (5,000+ specialists)secondaryNetwork of 5,000+ freelance marketing experts and agencies providing services through eLama's exchange platform. Services include advertising setup, SEO, analytics, design, content creation, and marketplace management.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
eLama competitors and assessment
Company assessmentDirect peers
- Click.ru: Click.ru is a direct Russian competitor offering a unified platform for managing internet advertising across Yandex, VK, Telegram, and other systems with agency partner commissions. Closely comparable on product (unified wallet, multi-ad-system management), GTM (agency partner program), and target customer (Russian SMBs and agencies).
- Aitarget: Aitarget is a Russian ad-tech platform focused on managing VK and other social advertising campaigns, with similar partner commission mechanics and agency tooling. Comparable as a direct competitor in the Russian multi-platform ad management space, though narrower in scope than eLama's 25+ integrations.
- Realweb: Realweb is a Russian digital advertising agency offering integrated advertising services across Yandex, VK, and other platforms with internal tooling and an agency service model. Comparable as an agency-led competitor operating in the same Russian advertiser segment, though agency-services-heavy vs. eLama's SaaS-led approach.
- Marin Software: Marin Software is a cross-channel ad management platform that helps advertisers manage and optimize paid search, social, and display campaigns. Globally comparable product/market fit (unified multi-channel paid ad management with bid management and reporting), though focused on Western ad platforms rather than the Russian ecosystem.
- Smartly.io: Smartly.io is a SaaS platform for automating and optimizing social advertising campaigns at scale, with creative automation, reporting, and predictive budgeting. Functionally analogous to eLama's bid management and auto-rules capabilities within the broader paid-social ad management category.
- Segmento: Segmento is a Russian programmatic advertising platform with self-serve campaign management and analytics for performance marketers. Direct comparable on multi-channel Russian ad management and optimization tooling, with a heavier programmatic/display emphasis than eLama's search/social focus.
Broad incumbents
- Yandex Direct: Yandex Direct is the parent group's flagship advertising platform; it sits both upstream (as eLama's largest partner) and adjacent to eLama (as a self-serve alternative for advertisers). It is the broadest incumbent in Russian search/contextual advertising and dictates commission economics that flow through eLama.
- VK Ads (VKontakte Ads): VK Ads is the social advertising arm of VK, providing self-serve campaign management across the VK social network and partner sites. It is a key channel partner of eLama and a broad incumbent for social advertising in Russia that competes with eLama's agency management layer.
- The Trade Desk: The Trade Desk is the global leader in demand-side programmatic advertising, providing unified campaign management across RTB inventory and ad formats. Analogous to eLama in unifying ad buying across many inventory sources; broad incumbent that demonstrates the upper bound of the multi-channel ad management category.
Others
- Calltouch: Calltouch is a call-tracking and analytics platform whose integration is offered free to eLama users through the eLama tools marketplace. They are an ecosystem technology partner rather than direct competitor, complementary on attribution and analytics for the same Russian advertiser base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
eLama social profiles
Digital presenceeLama financial estimates
Financial estimateRevenue estimate
Valuation estimate
eLama leadership team
Management profileNumber of profiles
Profiles1 record
eLama funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
eLama 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 eLama
What does eLama do?
eLama is a free, cloud-based SaaS platform that unifies management of internet advertising campaigns across 25+ advertising systems (Yandex Direct, VK Ads, Telegram Ads, Avito, Google Ads, Ozon, Wildberries, TikTok Ads) through a single dashboard, unified wallet, and unified documentation. It provides automated ad marking and ERIR compliance, bid management, postpayment, a marketplace of 70+ free marketing tools, a freelance service exchange, and a partner program for agencies and freelancers with commissions up to 20%.
Is eLama a public or private company?
eLama is a private company. It is classified as corporate owned and is currently operating.
When was eLama founded?
eLama was founded in 2008. It employs 101 to 250 people.
Where is eLama based?
eLama is headquartered in St. Petersburg, United States, in the North America region.
How does eLama make money?
Seven revenue lines are on record. Partner Commissions from Yandex Direct is the primary driver. The others are partner Commissions from Targeted Advertising, partner Commissions from Telegram Ads, partner Commissions from Marketplace Platforms, premium Tier Subscription (Optimal), marketplace Commission (Services Exchange) and account Connection Fee.
Who are eLama's main competitors?
Direct peers on record are Click.ru, Aitarget, Realweb, Marin Software, Smartly.io and Segmento. Broad incumbents are Yandex Direct, VK Ads (VKontakte Ads) and The Trade Desk. Calltouch is listed as an others.
Does eLama have an API?
No public API is recorded for eLama.
What industry is eLama in?
eLama's product category is Advertising management software. Its primary akta.pro industry code is BPAFAAAN, Marketing Technology, AdTech & MarTech Services, with a secondary code of HDAEAFAB, Marketing Automation & Campaign Management CRM. Its NAICS code is 54183 and its SIC code is 7310.