The key facts
- NRF'10 will be held on November 12 at the KARO 11 Oktyabr cinema center in Moscow
- The central theme is strategies for the development of the digital advertising market through 2027
- A separate session is dedicated to the influence of AI agents and marketplaces on buyer behavior
The anniversary forum will bring together market leaders
On November 12 in Moscow, at the KARO 11 Oktyabr cinema center, the anniversary National Advertising Forum (NRF'10) will take place, organized by the Center for the Development of Business Communications with the support of industry associations. As Life.ru reports, the main theme of Digital Day will be strategies for the industry's development through 2027: the adoption of artificial intelligence, the transformation of advertising ecosystems, and the search for new opportunities for business growth.
Who will speak and about what
The central event will be a strategic session of digital advertising market leaders moderated by Boris Omelnitsky, president of the Association for the Development of Interactive Advertising (ARIR). Participants announced include representatives of MTS Ads, Yandex Advertising, VK, Avito Advertising, Ozon, Beeline Adtech, SberSeller, T2 AdTech and other companies; among the speakers are Artem Pulikov, Viktoria Kinash, Maria Dobromilskaya, Yakov Peisakhzon and Anna Ivanova.
Three program blocks
The program is divided into three thematic blocks. The first is devoted to changes in market structure against the backdrop of slowing economic growth, intensifying competition for budgets, and a shortage of quality advertising inventory — including measurement transparency, independent verification of metrics, and the fight against fraud. The second block will cover the development of advertising ecosystems, the expansion of partnerships, and the use of AI for automation, as well as the shift from traditional advertising metrics to measurable business results. The third block will address consumer behavior: how marketplaces, loyalty programs, recommendation algorithms, and AI agents influence product choices, and how brands can maintain a direct connection with buyers amid the growing influence of digital intermediaries.
Context: AI in advertising is the topic of the season
NRF'10 is not the only venue where advertising technology will be discussed in November: Life.ru previously reported on preparations for the Moscow MediaCulture — 2026 forum, which will be held on November 21 and will gather about 500 specialists in marketing, media, and digital technology. There, participants plan to discuss the automation of advertising campaigns, content creation with neural networks, turning audience attention into sales, and evaluating advertising effectiveness. Thus, questions of AI application in the industry will be raised in the coming weeks at two separate events with different formats and audiences.
