VTB bought control in Medialogia

VTB has acquired a 63% stake in Medialogy, the developer of the media and social media monitoring and analysis system of the same name. Before the deal with VTB, the main owner was the IBS group, owned by Anatoly Karachinsky and Sergey Matsotsky. Medialogy was created on the IBS IT platform in 2003.

According to Interfax , VTB does not disclose the details of the deal. “The investment idea of ​​the deal is that the digital transformation of the media and the growing influence of social networks open up opportunities for conducting various marketing researches in the interests of brand owners with a depth of analysis and a breadth of coverage that is inaccessible in the era of offline media,” the press service reported. VTB words of the first deputy chairman of the bank Yuri Solovyov.

According to him, in the future the asset may be of interest to large media holdings due to the digital marketing technologies developed by the company with high accuracy of targeting specific recipients of advertising messages.