Over the past few weeks, AdsGram has observed a change in the structure of Telegram’s audience. Users with a Russian interface haven’t decreased — they’ve redistributed across other geos via VPN. The main countries: the Netherlands, the US, and Germany.
This is confirmed by traffic dynamics:
— end of February: ~856K
— current volume: ~2M+
— growth: approximately 2x
In fact, this is not about new users, but a shift of the existing audience.
This affects campaign settings: when targeting only Russia, part of the audience is no longer captured, even though their activity inside Telegram remains the same.
👀 Advertisers are still buying the same audience, but now factoring in the updated structure and settings in the dashboard. Recommended parameters:
— interface language: Russian
— geo: Netherlands, US, Germany
— traffic type: VPN only
If you work with Telegram traffic, it makes sense to rebuild your targeting based on this new landscape and test how results change with AdsGram.
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