Advertising in Telegram mini apps, with RichAds co-CEO Anastasiya Kazakova

Anastasiya Kazakova, co-CEO of the ad network RichAds, talks to Keitaro CMO Ivan Rud in the third Behind The Clicks episode about advertising inside Telegram mini apps. She covers what the apps are, how RichAds sells placements, content rules and traffic quality.

In this episode

• Kazakova describes mini apps as lightweight web apps inside Telegram for shopping, games and gambling, found through bots such as Radar, and expects a WeChat-like ecosystem (1:00, 3:02, 3:30).

• RichAds works with mini-app developers, takes 10% and passes 90% on; formats are push-style notifications, banners and interstitials, push-style being largest (7:31, 8:00, 8:32).

• Advertisers can pick segments such as gambling, games or shopping, and target wallet holders or Premium users; interest targeting is expected within a month or two (5:00, 6:00, 27:30, 28:00).

• Content rules come from each publisher, not Telegram, so casinos and crypto are accepted; adult and scam offers are banned, and moderators reject apps that ask for a wallet first (17:30, 18:32, 19:33).

• She says traffic is almost entirely real users and converts better than push or pop, at about 2 cents per click, but expects bots later; tier two and three markets, Asia and Africa, Nigeria in particular, supply much of it (14:02, 21:00, 21:32, 32:00).

• She recommends automated blacklist rules, a tracker that suits the traffic, and for 2025 the gambling vertical, Asian geos and Telegram traffic while CPC is low (28:31, 30:00, 37:00, 37:30).

Interview from Behind The Clicks by Keitaro Tracker, published on YouTube.