X5 Media increased advertising services revenue by 25% in the second quarter of 2026 — reaching 9.6 bln ₽ compared to 7.7 bln in the first quarter. The growth was driven by AI technology implementation for campaign effectiveness forecasting, launch of video formats, and development of the influencer advertising direction through the X5 Blogger platform.
Technologies and formats: what's changed in retail media
X5 Media is testing machine learning for three tasks: forecasting advertising campaign results, automatic creative selection for audiences, and real-time ad optimization. The platform integrated a video player to launch new video formats — the format is becoming standard for FMCG and electronics brands, where product demonstration is essential.
The Pyaterochka app updated its princ-banner — the clickout format now allows placing more advertising materials without reducing clickability. Usability changes made it possible to maintain CTR at previous period levels while increasing impressions.
Omnichannel approach and influencer partnerships
In the second quarter, X5 Media received the Retail Week Awards for best retail media ecosystem for developing omnichannel tools. The platform combines offline advertising in store locations, digital formats in applications, and content direction — the Food.ru media platform and the X5 Blogger service for influencer partnerships.
The internal influencer advertising division creates content and drives external traffic for group businesses. Integration of influencer selection expertise and media buying within the retail platform enables brands to launch campaigns with measurable impact on offline sales — combining social media reach and in-store conversions.
X5 Media's 25% quarterly revenue growth shows that retail platforms are becoming full-fledged media buying channels on par with traditional ad platforms.
Retail media market dynamics in numbers
In the first half of 2026, X5 Media's cumulative advertising services revenue reached 17.3 bln ₽ — a 45% year-over-year increase. Quarterly dynamics show acceleration: if Q1 revenue was 7.7 bln, Q2 reached 9.6 bln ₽.
Key growth drivers include automated ad buying through API, expanded video inventory, and sales attribution tools. Brands get data on which creatives and influencers drove offline purchases, making media plans more transparent in CPM and overall conversions.
What this means for brands and agencies
Retail media development with AI technology and influencer campaign integration is changing the media planning approach. Brands can launch omnichannel campaigns from a single entry point — from influencer reach to app impressions to in-store conversions. At the same time, analytics requirements are growing: you need to forecast KPIs at the influencer and channel selection stage, and optimize budgets across formats. This is where influencer advertising agency expertise helps — teams working with platform data and building attribution models, like the ETC team, use these approaches for retail and FMCG campaigns, combining influencer partnerships and media buying into a unified strategy with sales forecasting.
Frequently asked questions
How much did X5 Media earn from advertising in Q2 2026?
9.6 bln ₽ — that's 25% more than in Q1 2026 (7.7 bln). For the first half of the year, cumulative revenue totaled 17.3 bln ₽ with 45% year-over-year growth.
What technologies does X5 Media use for advertising?
The platform is testing AI and machine learning for campaign result forecasting, automatic creative selection, and impression optimization. A video player has also been integrated for new formats, and the clickout banner in the Pyaterochka app has been updated.
How does X5 Media work with influencers?
Through the X5 Blogger platform and Food.ru media platform — the internal influencer advertising division combines content creation, influencer partnerships, and traffic generation. This enables launching omnichannel campaigns with measurable impact on offline sales.
In brief
- X5 Media advertising services revenue reached 9.6 bln ₽ in Q2 2026 — 25% quarterly growth and 45% year-over-year growth.
- The platform is implementing AI technology to forecast campaign effectiveness, select creatives, and optimize impressions in real time.
- Video formats have been launched through an integrated player, and the clickout banner in the Pyaterochka app has been updated to increase inventory without losing CTR.
- X5 Media was recognized as the best retail media ecosystem by Retail Week Awards for its omnichannel tools.
- The influencer advertising direction is developing through X5 Blogger and Food.ru — combining content, influencers, and offline sales attribution.
- Retail media growth requires brands to develop new media planning competencies with KPI forecasting and channel integration — from influencers to points of sale.
Want to see where the market is heading before your competitors do? The ETC team builds a media strategy and media plan for your niche — with reach forecasts and KPIs fixed in the contract.
