How to Work with myTarget: A Guide for iGaming Media Buyer

Publication date: 13 Aug 2025

If you’re working with Russian traffic and using myTarget (Mail.ru, VKontakte, Odnoklassniki), don’t miss the new update: the platform has enhanced its tools for analytics and ad optimization. On 3S.INFO, we break down why myTarget is becoming a convenient iGaming tool not only for large advertisers but also for affiliates and webmasters. 

The Evolution of myTarget Service: Launch and Key Changes

myTarget was initially launched as an advertising platform by Mail.Ru Group (now VK ecosystem). The first launch of the advertising platform took place in 2013 when the service consolidated inventory from Odnoklassniki, VK and other Mail.ru projects, enabling targeted advertising based on dozens of parameters (source).

Key Milestones and Changes Over the Years

• 2013: Official release of myTarget, consolidation of advertising across OK, VK and Mail.Ru Group projects. Initial focus on display and mobile ads, basic analytics.
• 2014–2015: Active integration with mobile platforms, expansion of affiliate network, introduction of initial look-alike and dynamic retargeting tools.
• 2016: Partnerships established with major mobile apps (e.g., 360 Mobile Security, one of the world’s most downloaded Android products began monetizing through myTarget). Became the top inventory platform in Runet, offering hyperlocal scenarios and precise targeting options to advertisers.
• 2018–2020: Introduction of advanced event tracking within applications, support for custom CRM data usage. Focus on offline participant integrations, debut version of offline attribution emerges.
• 2021–2023: Development of internal analytical platform, implementation of reports for post-click and post-view attribution, emergence of full-fledged offline chains. Enhanced fraud filtering and fast reporting capabilities.
• 2024: Expansion of segmentation support by branches, automation of work with large datasets, flexible configuration of attribution windows up to 90 days. Improvement in statistics speed (offline conversion data visible within 1–2 days after upload).
• 2025: Platform becomes the unified standard for CRM attribution in Runet for industries with long sales cycles. Automatic recommendations appear regarding attribution window types and smart lists for dynamic customer segmentation.

In August 2025, myTarget (the largest advertising platform within VK’s ecosystem) continues advancing with precision tools for evaluating the effectiveness of digital campaigns, closely integrating online and offline marketing efforts. 

Why myTarget Is a Crucial Channel for Media Buying in 2025

• Reach: More than 140 million users in Russia, covering all VK projects and affiliate platforms, flexible radius-based targeting.
• Flexible Attribution: Supports over 400 targeting types, automatic settings based on income, interests, activity.
• Low Minimum Budget: Just 600 rubles required to start testing offer campaigns.
• Unique Formats: From banners to native blocks in VK services and third-party apps.
• Fraud Defense: Advanced traffic filtration, protection against bots and click fraud.

How myTarget Works: Integrating Digital Advertising and Offline Data

For several years now, myTarget advertisers (formerly part of Mail.ru Group, now integrated into VK) have been able to upload their own CRM data lists and track how online ad impressions influence customers’ visits to physical retail locations. The system allows importing customer data via CSV files containing phone numbers or emails (or their MD5 hashes) along with visit dates.

What New Features Were Introduced in myTarget in 2025? 

• Customizable Attribution Period: Now you can set individual attribution periods for each campaign, ranging up to 90 days. This feature accommodates longer deal cycles in industries like iGaming, real estate, automotive, etc.
• Enhanced Post-View and Post-Click Attribution Logic: The system first looks for clicks, then checks views if no clicks are found. This reduces false positives in extended attribution chains. Recommended period is 1–7 days, but it can be extended to 90 days if your product requires prolonged consideration (e.g., betting platforms with offline consultants).
• Dynamically Updatable Lists: If additional visits occur after uploading the main database, you can supplement existing lists anytime, and the system will recalculate statistics accordingly.
• Rapid Metric Availability: Offline conversion metrics will become visible within 1–2 days after uploading a new list, eliminating delays in reporting.
• Automation for Large Volumes: myTarget now supports uploading multiple lists distributed across different branches or cities simultaneously, crucial for federal networks of iGaming partners.
• Conversion Segmentation by Traffic Sources: Important for multi-step media buying chains where multiple ad channels are used concurrently for one GEO.

Geographical Scope of myTarget: In Which Countries Can You Launch Campaigns Using myTarget?

myTarget is an advertising platform within VK’s ecosystem that originally positioned itself as the primary channel for operations in Russia and CIS countries. As of August 2025, these regions remain key for the platform, with virtually maximum coverage of the Russian-speaking internet space: more than 140 million users, including all major cities and regions of Russia, as well as leading cities in Belarus, Kazakhstan, Kyrgyzstan, Azerbaijan and several other post-Soviet states. 

Segmentation is available both at the country level and down to specific GEO levels such as region, city, district, street, and even map points (up to 500 meters). This is particularly important for media buyers dealing with offers tied to local visits, multichannel funnels, and advanced offline attribution. For example, if you have an iGaming offer spanning multiple cities in Russia or CIS countries, you can segment traffic directly per branch, starting from the federal level down to a particular neighborhood in a megapolis or even a shopping center. A typical task in media buying is to drive the majority of volume to Russia, but separate tests may be relevant for CIS countries depending on the offer requirements. 

The myTarget platform also enables launching campaigns for individuals and businesses outside of Russia if the product or service is relevant to Russian-speaking audiences beyond national borders. It’s essential to understand that while technically the system supports running ads globally, the core audience pool and ability to collect high-quality analytics/offline attribution primarily apply to Russia and CIS countries.  

Working with narrow locales? Utilize the localized geotargeting function, which allows segmentation within a radius ranging from 500 meters to 10 km from any point. This feature is beneficial for offline offers, including those related to betting. 

What’s critical for media buying and affiliate marketing is that myTarget provides flexibility to exclude entire areas or cities, select audiences using “OR” logic between numerous GEO tags, run separate tests in Moscow and regional areas, and scale only successful converting geographies. The bulk of the analytics and reporting functionality focuses primarily on major cities and federal regions of Russia, though CIS geography expands due to partnerships with VK platforms and adjacent ecosystems. 

Geography of Working with myTarget for Betting and Gambling, 2025

Ultimately, if you’re a media buyer or an affiliate marketer focused on casino and bookmaker offers in Russia and CIS countries, myTarget is your primary channel. If you’re interested in reaching Russian-speaking audiences abroad (such as emigrants, temporary residents, etc.), it’s possible to run campaigns there too. However, for ultra-detailed analytics (CRM/offline chains and deep action tracking), you’ll achieve maximum functionality only in Russia and CIS countries.

Checklist: Maximizing Results with New myTarget

• Connect conversion tracker to your affiliate program/CRM.
• Use audience reports: analyze GEO, device, age.
• Test multiple creatives immediately — turn off underperforming ones early.
• Monitor metrics beyond just clicks: leads, sales, engagement matter too.
• Don’t hesitate to experiment with scheduling and segments.

How to Set Up Offline Visit Tracking in myTarget: Practical Guide

1. Create a campaign: In the dashboard, create an ad, then activate offline conversions accounting in the ‘Additional Settings’ section.
2. Prepare CRM export: Export client identifiers (phone number, email, hashes) and visit dates in CSV format. 
3. Upload data: Through the ‘Tools’ — ‘Offline Conversions’ section, upload the file and specify the attribution period. 
4. Track statistics: After 1–2 days, check the Conversion Rate and acquisition cost for each ad.

Comparison Table: myTarget vs Yandex.Direct vs Meta Ads* for Offline Attribution (August 2025) 

* Meta Corporation has been designated as extremist in Russia. Its owned service, Facebook, has been blocked by court order.

How the Role of Post-View Attribution Has Changed and Why It’s Safer Now

The post-view model (attributing conversions solely based on viewing an advertisement) has always raised suspicions due to the risk of overvaluing ad impressions. However, since 2023, anti-fraud measures and algorithms for verifying unique visits have been strengthened within VK infrastructure. This makes it possible to form a fair picture of offline sales efficiency, even if the user received the message simply by viewing the ad. Nevertheless, post-click remains prioritized: if there’s a click, it overrides mere view alone.

Who Needs This Functionality Critically in 2025?

• iGaming operators with brick-and-mortar outlets generating significant revenue in physical offices.
• CPA/CPL media buyers working with offers requiring personal visits to complete the online-to-offline cycle (e.g., telecom stores, betting shops, auto repair services).
• Vendors with lengthy transaction cycles who need comprehensive insights from viewing to arrival.

Which Online-Offline Funnel Scenarios Are Most Commonly Used in iGaming? 

To learn more about what “online-offline funnels” mean in the context of affiliate marketing, read further in the “Knowledge Base” on 3S.INFO.

Pitfalls and Hacks: What to Consider When Loading MyTarget Offline Conversions in 2025?

• Use current client identifiers (phone, email); avoid unnecessary use of md5 hashing due to new regulations protecting data privacy.
• Update lists regularly. Otherwise, you might lose up to 20% of actual visits.
• Minimize attribution period for short scenarios (food delivery, fast food, express orders) — this reduces organic visit distortion by the system.
• Ensure your file contains no duplicates; otherwise, stats will be skewed.

myTarget and Market Trends in 2025

The digital advertising market has shifted towards being “digital-first,” with major players already building analytical end-to-end chains thanks to truly functional CRM-based attribution. Power lies with those capable of collecting, aggregating, and analyzing data arrays from both online and offline sources. myTarget stands out among few services that natively implement this transition without needing cumbersome integrations. Automation of reporting, transparent calculations, and protection against organic traffic misappropriation are three pillars supporting trust in the platform among partners.

If you’re a media buyer, CPA manager or offline player marketer, it’s time to incorporate myTarget’s offline attribution tools into your workflow. You’ll gain true insight into every visit, optimize purchases, adjust budgets instantly according to real orders rather than assumptions. Connect your CRM, test attribution windows, perform regular exports, and ask questions to your myTarget managers. The platform is becoming increasingly flexible and tailored to meet the needs of large and medium-sized players in the market, especially in iGaming.