IMAP advises leading Wi-Fi operator MaximaTelecom on digital advertising JV with Gazprom-Media
The JV will monetize both the advertising inventory of MaximaTelecom’s networks, as well as the non-video inventory on the online platforms of a number of Gazprom-Media’s assets.
IMAP is pleased to announce that MaximaTelecom, Russia’s leading operator of Wi-Fi services for public transport, has reached an agreement with Gazprom-Media, to create a joint venture (JV) selling online advertising. Gazprom-Media is the largest media holding group in Russia.
Under the agreement, MaximaTelecom will spin off its internet business into a separate company, which will then be transferred to the JV. Gazprom-Media will control 51% of the JV and MaximaTelecom will own the remaining 49%. The JV will monetize both the advertising inventory of MaximaTelecom’s networks, as well as the non-video inventory on the online platforms of a number of Gazprom-Media’s assets.
The IMAP Russia team, led by Maxim Uryash and Dmitry Kasyanenko, advised MaximaTelecom on setting up the JV.