X5 Media has opened access to its omnichannel platform, Efir, for all market participants, including small and medium-sized businesses. The platform allows companies to monetize their digital and offline advertising spaces and launch campaigns across the entire available inventory.
Efir supports various sectors such as retail, online services, and entertainment. It provides a self-service advertising cabinet that enables users to manage campaigns, data, and analytics within a single interface without complex integrations. Targeting is based on anonymized X5 customer data.
The platform offers flexible payment models based on business goals, including impressions, clicks, or conversions. According to X5 Media, this omnichannel approach aims to bridge the gap between digital and offline advertising channels for brands.
X5 Media reported that its advertising revenue share reached 0.65% over the past two years. The total volume of advertising services for 2025 amounted to 30 ₽ billion, with figures exceeding 27 ₽ billion in the first three quarters of 2026.
