Soloway

What Soloway does

Soloway (legal entity АО «Интернест», operating under the Internetest Group of Companies) is a Russian programmatic advertising platform founded in 2004, with the DSP product launched in 2007. The company operates an independent Demand-Side Platform (DSP) for automated buying of video and banner advertising, paired with a proprietary Data Management Platform (DMP), look-alike audience expansion, retargeting, and dynamic retargeting with product recommendations. Its underlying technology stack comprises Perl, MySQL, ClickHouse, PostgreSQL, JavaScript, and React JS, and the platform supports Open Auction, Header Bidding, and Direct Deal buying models across banner, video (VAST/VPAID), and native formats. The proprietary Adaptive Formula™ machine learning algorithm is positioned as the central differentiator for audience targeting and real-time bid optimization.

The platform is offered in three go-to-market models: Self-Service (advertisers manage campaigns independently through dsp.soloway.ru), Full-Service (Soloway specialists manage and optimize campaigns), and White Label (branded DSP instance for large advertising agencies). Pricing is quote-based and spans CPM, CPC, CPA, CPO, CPS, and CPV, with pay-as-you-go and multi-year contract cadences. Soloway reports 2,600+ active clients including 400+ advertising agencies (encompassing all global network agencies) and a base of medium-to-large Russian and international brand advertisers. The company operates from Moscow and Saint Petersburg, employs 51-100 people, and is led by CEO Roman Filippov, who also heads the parent Internetest Group alongside sister product AdRiver (an SSP). The company is privately held, has not raised venture capital, and discloses no financial figures.

Name

Soloway

Legal name

АО «Интернест»

Website

https://soloway.ru

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Soloway is a Russian programmatic advertising DSP offering automated video and banner ad buying, a proprietary DMP, and ML-based audience targeting to 2,600+ agencies and mid-to-large advertisers across the Runet market.

Ownership category

akta.pro rank

Product category

Programmatic Advertising Platform

NAICS

Advertising Agencies (541810), Media Buying Agencies (54183), Media Buying Agencies (541830), Other Services Related to Advertising (54189)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Programmatic Display & Retargeting (DSP) (MPAAACAE)

akta.pro secondary industry

Demand-Side Platforms (DSP) (BPAMALAB)

Keywords

• Programmatic advertising platform
• Demand side platform
• Data management platform
• Audience targeting technology
• Retargeting and lookalike

Headquarters

HQ city

Saint Petersburg

HQ country

Russia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Revenue model

1. Programmatic Advertising Services: Soloway operates as a DSP (Demand Side Platform) charging advertisers for automated ad inventory purchasing. Revenue is generated through programmatic ad buying fees based on various pricing models including CPM (Cost Per Mille), CPC (Cost Per Click), CPA (Cost Per Action), CPO (Cost Per Order), CPS (Cost Per Sale), and CPV (Cost Per View). The platform processes 314 billion impressions and manages 30,000+ campaigns.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Soloway is a Russian programmatic advertising platform that provides a DSP (Demand Side Platform) for automated video and banner ad buying, paired with a proprietary DMP (Data Management Platform) for audience data management. The platform enables advertisers and agencies to run programmatic campaigns across Open Auction, Header Bidding, and Direct Deals, with machine learning-based audience targeting, retargeting, look-alike modeling, and real-time campaign optimization. It is offered through Self-Service, Full-Service, and White Label models and serves over 2,600 clients including 400+ advertising agencies and medium-to-large Russian and international brands.

Product overview

Soloway is a Russian programmatic advertising platform providing a comprehensive suite of digital advertising solutions. The platform consists of a core DSP (Demand Side Platform) for programmatic ad buying, paired with a DMP (Data Management Platform) for audience data management. Key product modules include Look-alike for audience expansion, Retargeting and Dynamic Retargeting for visitor re-engagement, Audience Segments with 1300+ pre-built categories, and the proprietary Adaptive Formula ML-based buying algorithm. The platform operates in multiple service models: Self-Service for independent advertisers, Full-Service with managed campaigns, and White Label for agency partners. Additional offerings include video advertising (VAST/VPAID), native ads, Brand Lift research, verification services, and SSP connectivity for publishers.

Differentiator

Problem solved

Functional benefit

Products and services

• DSP (Demand Side Platform)
• DMP (Data Management Platform)
• SSP (Supply Side Platform)
• Look-alike
• Retargeting (Ретаргетинг)
• Dynamic Retargeting (Динамический ретаргетинг)
• Adaptive Formula (Адаптивная Формула)
• Audience Segments (Аудиторные сегменты)
• Video Advertising
• Native Advertising
• Brand Lift
• Self-Service Platform
• Full-Service Managed Campaigns
• White Label Platform

Quantifiable outcome

• 314 billion ad impressions processed since 2007
• +3 more outcomes

Named customers2 records

Segments3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration31 records

AI capability7 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• AdRivercoreTechnology or IntegrationAdRiver is an integral part of the Soloway/Internetest Group ecosystem. AdRiver serves as an SSP (Supply Side Platform) connected to Soloway DSP, providing ad inventory from publisher websites. The AdRiver ad server technology handles ad placement, management, and verification for publishers while Soloway provides the demand-side programmatic buying capabilities.
• 20 Largest Runet Ad Networks and SSPscoreTechnology or IntegrationSoloway is connected to 20 largest Russian internet (Runet) advertising networks and SSP platforms for programmatic ad inventory access. This includes Yandex SSP and others, providing extensive quality ad inventory across the Russian-speaking internet audience.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• The Trade Desk: The Trade Desk is the global independent DSP leader offering programmatic buying across display, video, audio, and CTV. While not operating in Russia, it represents the global category benchmark for DSP technology and scale that Soloway's platform is structurally analogous to.
• Google Display & Video 360: Google's DV360 is a major global DSP competing in the same programmatic buying category as Soloway. While now curtailed in Russia, it historically competed for the same large advertiser and agency budgets and represents the global incumbent comparison point.

Direct peers

• Getintent: Getintent is a Russian programmatic DSP that competes directly with Soloway for agency and direct advertiser budgets across display and video inventory in the Runet market.
• Segmento: Segmento is a Russian programmatic DSP specializing in targeted display and video advertising, directly comparable to Soloway's DSP offering and targeting the same agency and direct advertiser segments in Russia.
• OTM (OneTag Media): OTM is a Russian ad-tech platform providing programmatic buying and audience targeting capabilities, comparable to Soloway's DSP and DMP offerings for Russian advertisers and agencies.
• MediaSniper: MediaSniper is a Russian programmatic advertising platform offering DSP services and data-driven audience targeting, directly comparable to Soloway's programmatic offering within the Runet market.
• AdRiver: AdRiver is Soloway's sister company under Internetest Group, operating as the SSP/ad-server counterpart within the same corporate ecosystem. The two together form a closed DSP/SSP loop that competes with other Russian programmatic stacks.
• Hybrid (Hybrid.ai): Hybrid is a Russian AI-driven programmatic advertising platform offering DSP capabilities similar to Soloway, competing for the same Russian agency and brand advertiser clients.
• Yandex Direct: Yandex Direct is Russia's largest advertising platform and a direct DSP/search ads competitor to Soloway in the Runet market. Both compete for Russian advertiser spend across display, video, and performance formats, with Yandex also serving as a key inventory provider to Soloway.

Emerging players

• Buzzoola: Buzzoola is a Russian native advertising and content distribution platform with overlapping programmatic capabilities and audience targeting. It serves a similar agency and advertiser base in Russia but with stronger native/content focus.

Market position

Strengths4 records

Weaknesses2 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/gnezdosolowya
• Facebookfacebook.com/soloway.ru
• LinkedInlinkedin.com/company/soloway

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Soloway