Digital Brand Day 2026 was held in Moscow

The event brought together more than 2,200 participants and almost 200 speakers: representatives of agencies, media, brands and technology companies, including industry leaders.

The theme of this year's conference is "Architecture and effectiveness of advertising systems". Digital advertising today is an interconnected system in which data, algorithms, platforms, products and services are combined into complex combinations and form a new architecture for brand promotion and business development of companies. Alexey Popovichev, Executive Director of the Rusbrand Association, told about this when opening the plenary section of the Digital Brand Day.

The event attracted the attention of key market leaders. The leaders of the Russian media industry spoke at the plenary session:

• Alexey Popovichev, Rusbrand Executive Director (moderator);
• Alexey Tolstogan, CEO of the National Advertising Alliance;
• Ruslan Tagiev, CEO of Mediascope;
• Dmitry Orchenko, CEO of Sbermarketing;
• Maria Kolosova, CEO of Group4Media;
• Yakov Paysakhzon, CEO of Avito Advertising;
• Anna Uskova, Director of the Digital Resources Sales Department at Everest Sales House;
• Irina Sovik, Chief Operating Officer of VK Advertising.

The plenary session was opened by Alexey Tolstogan, CEO of the National Advertising Alliance (NRA). He stated that the boundary between TV and online video advertising has virtually disappeared: the user consumes content on the same screen and perceives advertising in the same way.

At the same time, the TV market remains transparent and measurable, whereas digital video is the "Wild West" with disparate metrics and a lack of uniform standards, which makes it difficult for advertisers to assess real coverage and effectiveness.

Ruslan Tagiev, CEO of Mediascope, said that the entire advertising market is moving towards end-to-end dimensions of video advertising, but is still at the beginning of the journey. In 2026, further progress is expected in the transparency and development of the metrics of this channel. "Market transparency requires the willingness of advertisers to understand what is happening and the willingness of advertising platforms to cooperate," Tagiyev said.

Everyone can view the content of the Digital Brand Day conference online on the special project page. On the page you will find presentations by speakers, recordings of all sections, video interviews and news. The content is being updated, so stay tuned. The next industrial industry conference on advertising and marketing will be held in the fall. We are waiting for you at the Brand Day 2026 event. All the videos of the sections will gradually be posted there. The first part of the plenary session is available today.