VimpelCom acquires 40% of media planning automation platform Tamburin

MOSCOW. Jan 10 (Interfax) - Hive LLC (a subsidiary of VimpelCom PJSC established for venture capital investments) has acquired 40% of TIEMBI LLC, a developer of the Tamburin media planning automation platform.

According to the Unified State Register of Legal Entities, the transaction was registered on December 29, 2023. The stake was acquired from TIEMBI LLC co-founder and CEO Natalia Ivanovskaya, who retained 50% of the company. Another 10% is owned by Alexander Matushko.

VimpelCom confirmed the transaction to Interfax, but did not disclose its value.

The company said that TIEMBI LLC (Tamburin) is a SAAS-platform for automation of econometric modeling and media mix management for brands and advertising agencies. The company's portfolio includes more than 50 clients in Russia and the CIS.

"The platform allows for forecasting sales based on the client's ready-made media plan and building optimal sales scenarios, calculating the contribution of each media to sales and calculating the optimal media mix for a given budget to maximize the return on investment in advertising," VimpelCom said.

According to the SPARK-Interfax analytical system, LLC TIEMBI was registered in December 2020. In 2022, the company's revenue amounted to 5.7 million rubles, net loss - 2.2 million rubles.