The Russian audience hasn’t disappeared — it has shifted geo

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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