The national platform Max has started testing advertising tools in the application. This was reported by the platform's press service.

How testing is organized

According to sources familiar with the project, advertising inventory is implemented through the VK Reklama platform. The technological basis is VK's unified recommendation, search, and promotion system (Discovery platform).

At the first stage, users will have access to campaigns for promoting other channels with the ability to select a target audience by categories. Advertising is not planned for placement on the Sferum educational platform.

Advertising in Max existed before — in the format of author posts in channels. Expanding advertising inventory is a logical step in the platform's development, noted RAEC CEO Dmitry Gulyaev.

According to Roskomnadzor, in the first half of 2026 alone, companies placed 1 billion rubles worth of advertising in Max. The average cost per thousand impressions in channels for January-June increased by 72% and reached 606 rubles. Details and dates for the full-scale launch of advertising in Max were promised to be revealed later.