T-Bank plans to launch advertising campaigns based on clients' banking data. This involves targeting in external inventory – in games, mobile applications, and media – using information about purchases, average check, income level, attitude towards discounts, brand preferences, and even user life events.
This model could be one of the first attempts in Russia to build end-to-end advertising based on banking information. The "T-Reklama" platform is already developing its own advertising network, where businesses are offered to show banners to a relevant audience based on geography, gender, and consumer scenarios.
The idea raised questions among lawyers and advertising market participants. They point out that account transactions and client information are subject to banking secrecy, and the use of personal data for advertising targeting requires separate and clear consent. The risk may remain even if the data is not directly transferred to the advertiser but is used by an algorithm in their interest.
T-Bank states that client data is not transferred to external advertising platforms or third parties.
The logic of our targeting is built in such a way that banking secrecy and clients' personal data remain within the bank's perimeter.
The advertising market is becoming increasingly attractive for banks: according to the Association for the Development of Interactive Advertising, the volume of internet advertising in Russia amounted to 1.569 trillion rubles by the end of 2025. Not only T-Bank, but also Sber with SberAds, and Alfa-Bank are already developing their own advertising platforms.