The retailer Magnit has reported a twofold increase in revenue for its advertising platform, Magnit ADS, in the first half of 2026. Revenue growth was recorded across both online promotion and offline formats within stores.

A significant portion of the advertising budget comes from the chain’s direct partners. In the first six months, 6,500 advertising campaigns were launched, with 80% originating from the retailer's suppliers. The number of suppliers running advertisements grew by 72%, while the number of external brand advertisers increased by 148%. In total, more than 300 suppliers collaborated with the platform during the half-year, and 15% of them had never previously advertised within the network.

Infrastructure and expert assessments

Alongside its financial growth, the company is scaling up its digital inventory. Over the six-month period, the number of in-store advertising devices (including digital screens) increased by a third, exceeding 33,000 units across 67 regions of the country. According to Mediascope Cross Web, the platform's audience reaches 33.3 million unique visitors per month.

Industry experts confirm the advancement of the chain's advertising capabilities. In the independent E-commerce Placement Ranker: FMCG Category 2026 study, the Magnit ADS platform scored 4.0 out of 5, ranking first among omnichannel retailers (and fourth overall among 15 platforms evaluated for FMCG brands).

For food producers and grocery suppliers, including exporters from China and other Asian countries, the expansion of Retail Media networks within Russian retail opens up additional channels for communicating with consumers. Advertising on screens and digital surfaces inside stores enables targeted promotion of new products right at the point of decision-making, which is particularly important for driving impulse demand for imported goods.