Imagine two advertising campaigns. One targets a broad audience, hoping to spark interest among random users. The other takes a precise approach — showing ads only to people who recently searched for relevant products in apps, visited competitor websites, or physically appeared in locations tied to the category.

The difference isn’t just in strategy — it’s in performance. Conversion rates are higher because the ads reach people who already show clear interest in the product or service. As a result, the number of irrelevant impressions drops significantly.

That’s why at newage. we continue to invest in data-driven solutions. So when the opportunity came to test Kyivstar’s DMP, we seized it without hesitation. This case isn’t just about performance — it’s a story of how data is changing the game in digital marketing.

In this article, we’ll briefly explain what a DMP is and how it works, share the results of our campaign, and offer practical recommendations for brands that want to communicate more precisely.

What is a DMP and How Does It Work?

A DMP (Data Management Platform) is a system designed to collect, unify, store, and segment audience data from various sources. Simply put, it’s the “brain” that allows marketers to target not everyone at once, but only those who are truly relevant to a product or service.

A DMP gathers data on user behavior — where they’ve been, what they’ve searched for, what they’re interested in — organizes this information, and enables the creation of custom audiences for advertising campaigns.

How Does a DMP Work?

The process can be roughly divided into four stages:

1. Data Collection — The platform aggregates data from both online and offline sources: websites, mobile apps, geolocation, mobile network activity, and more.
2. Storage — The data is cleaned, structured, and stored in a unified environment for easy access and processing.
3. Segmentation — Marketers can build specific audience segments based on defined parameters such as age, behavior, location, interests, and more.
4. Activation — The final audience segments are transferred to advertising platforms like Google Ads, Meta, or DV360 to launch personalized campaigns.

What Can Kyivstar’s DMP Do?

Kyivstar’s DMP unlocks access to truly unique data sources that aren’t available on other platforms. This opens up entirely new possibilities for audience building and targeting. For example:

Calls and SMS from Alpha Numbers

The platform enables the creation of audience segments based on interactions with branded SMS or phone numbers that use alpha-senders (like MONOBANK, OLX, NOVAPOSHTA, etc.). If a user received an SMS from or called one of these numbers, they can be automatically added to a relevant segment.

Website & App Visits

With Kyivstar DMP, you’re not targeting people who simply “googled something” — you’re reaching users who actually visited specific websites or used certain mobile apps. For instance, if someone frequently opens the Kasta or Intertop app, that’s a clear signal of interest in the fashion category. This level of insight is only available for select apps/sites and only among Kyivstar subscribers — excluding Wi-Fi activity.

GEO-Targeting

Kyivstar DMP enables the creation of audience segments based on real-world location behavior. You can factor in things like visit frequency, home/work zones, or custom geofences. For example, build a segment of “men who regularly visit car dealerships.” This is powerful for brands with strong local relevance or offline sales points.

Keywords

Web resource data allows for audience filtering based on the content they consume. This is made possible through embedded metadata on website pages — including tags, keywords, and page structure. The DMP system analyzes these signals and builds interest-based segments. For example, it can identify users who regularly visit pages about “electric scooters” or “agricultural machinery”. As a result, we’re not just targeting random website visitors, but people who are actively engaged with specific types of content.

Uploading & Activating Custom Audiences

One of the most powerful tools is the ability to upload your own lists of phone numbers (for example, from a CRM or a customer database) and expand them through look-alike mechanisms, or simply activate targeting on this basis.

As a result, we gained the ability to create hyper-targeted audiences by combining:

• behavioral signals;
• mobile activity;
• geolocation;
• own data.

And it was this set of tools that allowed us to build the effective campaigns we’ll talk about next.

Audience Building Process in Kyivstar DMP

While working with Kyivstar DMP, we saw the most important thing: this platform allows not just to “run campaigns,” but to build advertising scenarios tailored to each specific business goal. And everything starts with data.

How Data Is Collected

In Kyivstar DMP, all audience work is based on three key types of signals:

• Website and App Visits — it’s possible to build a segment of people who visited specific websites or used competitors’ apps.
• Geolocation — segments are created based on places people visit: shopping malls, car dealerships, farms, residential areas, etc., taking into account the frequency and duration of visits.
• Phone Activity — using data on calls/SMS from alpha-numeric sender IDs as a trigger for audience formation.

This data is collected from the Kyivstar mobile network and processed anonymously in accordance with privacy regulations.

Customization for the Client

One of the most important advantages of this platform is its flexibility. The newage. team creates a tailored list of websites, apps, or locations specifically relevant to your business. This list is not a one-size-fits-all template — it’s a personalized setup designed for the client’s specific objective.

Need to reach motorcycle drivers searching for new bikes? We apply filters based on competitor apps and geolocations near motorcycle dealerships. Looking for a rural agri-focused audience? We filter by agri-related websites and target men who have visited agricultural stores.

How a Segment Is Built: From Hypothesis to Launch

Working with audiences in Kyivstar DMP follows several clear stages:

1. We develop a hypothesis: what kind of audience do we want to reach? What is their behavior?
2. We gather a list of sources: identify apps, websites, locations, or alpha-numbers that will form the basis for targeting.
3. We submit it for review: the platform checks whether the segment size is sufficient and if the audience is available within the Kyivstar network.
4. Final testing and launch: before activation, the audience undergoes internal testing to avoid inefficient reach.

How Accurate and Relevant Is This Data?

As our campaign showed — very.

The level of accuracy depends on the data source. Apps that people use regularly signal stable behavior patterns. Geo-targeting helps distinguish between home and work locations. And combining multiple signals (for example, “visited a website” + “received SMS” + “frequented a shopping mall”) creates a highly precise audience.

Kyivstar DMP is not just a data repository. It’s a tool that transforms user behavior into relevant marketing and assumptions into measurable results.

Case: How We Worked with Kyivstar DMP

Launching a campaign through Kyivstar DMP became a true precision experiment for us. We weren’t just testing the effectiveness of audience segments — we built our entire communication around behavioral and geolocation data obtained directly from the DMP.

Target Audience

MOTO

• Age: 18–54
• Data sources used to build the segment:
  • visitors of websites and apps related to motorcycles and motor equipment;
  • users of taxi services;
  • geolocations near dealerships and service centers;
  • relevant keyword triggers such as “scooter,” “bike,” “motor gear”.

AGRO

• Age & gender: Men aged 25–54
• Data sources used to build the segment:
  • agricultural websites and online portals;
  • news resources with agro-related sections;
  • mobile apps focused on farming and agriculture;
  • visits to rural areas and agro stores.

Both audiences were built individually, tailored to the brand’s objectives, and based on users’ real behaviors.

Performance Comparison

We conducted a comparative test between two very similar audience types: one built through a traditional programmatic network (DV360), and the other formed via Kyivstar’s DMP. This approach allowed us to objectively evaluate the performance differences based on data sources:

• Global Digital (Kyivstar DMP) — These were narrow, behavior-based audiences created using Kyivstar DMP, built on content signals, geolocation data, and app usage behavior.
• Hot + Rem — These audiences were built within the standard capabilities of DV360. “Hot” segments include users who have shown a high level of interest in the category (e.g., frequent visits to relevant websites or search activity), while “remarketing” targets users already familiar with the brand.

We deliberately chose to compare these specific segments because they are the most similar to DMP audiences in terms of interest level. Of course, any DMP would likely outperform “cold” traffic, but we wanted a fair test — to give both standard and DMP-based tools an equal chance.

MOTO Campaign

Segment	CPA	CR
Global Digital	105 UAH	0.12%
Hot + Rem	114 UAH	0.03%

Kyivstar DMP (Global Digital) delivered a 4x higher conversion rate compared to the hottest audience segments (remarketing + hot audiences) — and did so with a lower CPA, 8% cheaper. This is an outstanding result, especially for a top-of-funnel campaign.

AGRO Campaign

Segment	CPA	CR
Global Digital	32 UAH	0.47%
Hot + Rem	16 UAH	0.22%

The AGRO audience built via DMP achieved the highest conversion rate of the entire campaign — 0.47%, nearly double the performance of the hottest DV360 segments. And this result came from the top level of the funnel.

Campaign Conclusions

• Kyivstar DMP delivers performance comparable to hot + remarketing segments, which are typically the most conversion-ready audiences. However, unlike remarketing, these DMP segments can’t be built using traditional targeting tools like DV360 or Google Ads.
• In the AGRO segments, we worked with narrow, focused audiences, which resulted in strong outcomes — CPA of 32 UAH.
• For the MOTO campaign, we targeted broader audiences, which resulted in a slightly higher CPA (105 UAH). However, the conversion rate was 4 times higher than in traditional DV segments, confirming the relevance and accuracy of the DMP-driven approach.

Why It Works

• Relevance: We didn’t just target users interested in the topic — we reached those who were already actively engaging with similar products or services. This wasn’t a hypothesis — we knew exactly who we were talking to.
• Signal Combination: Segments built using a mix of geolocation, interests, and app usage delivered the best performance.
• Flexibility: The DMP allows for easy adjustment of data sources without restarting the campaign, which is crucial in a fast-paced business environment.

This case proves that DMP is not just a new media channel — it’s a fundamentally different approach to communication. Its effectiveness depends not only on technology, but also on how precisely and intelligently you work with data — and most importantly, how well you understand your audience, their interests, and their needs.

Recommendations for Using DMP Across Different Verticals

One of the key advantages of a DMP is the ability to build audiences not based on demographics, but on users’ real actions — what they search for, which apps they use, and where they go. This unlocks powerful targeting opportunities for brands across various industries.

Fashion

Kyivstar DMP is an excellent tool for fashion brands, where capturing the moment of interest is crucial. Several effective approaches apply here:

• Competitor apps: Shafa, Kasta, Zara, Intertop, H&M — users actively engaging with these apps are already in the decision-making stage.
• Shopping mall geolocations: Visitors of malls with regular frequency are a perfect warm audience.
• Look-alike from CRM: Upload your loyalty program database and find users with similar behavior patterns.

Recommendation: Combine behavioral data with geolocation signals — this boosts purchase intent and reduces media spend on irrelevant impressions.

Electronics

Electronics is a segment with a short buying cycle and a high cost of error. It’s not enough to know someone is interested in gadgets — you need to know they’re interested right now.

• Gamer segments: Users of Steam, Xbox, PlayStation, and Nvidia are ideal targets for promoting gaming laptops, monitors, and accessories.
• Retail apps: Comfy, Foxtrot, Rozetka — clear signals of purchase intent.
• Frequent activity: Users who repeatedly search for electronics or visit specialized stores are strong candidates for retargeting.

Recommendation: Prioritize app audiences, as users of retailer apps or services tend to have a higher purchase readiness. However, if you need to broaden your reach, combine them with website-based audiences — this can help lower acquisition costs without significantly compromising quality.

DMP: not for everyone, but definitely for those who care about efficiency

If your brand isn’t just “looking to be online,” but is truly competing for attention and conversions, DMP is worth testing. It’s not a solution for doing “everything at once,” but rather a tool for precise, thoughtful engagement with audiences already in the interest zone. DMP doesn’t replace your existing channels — it enhances them with data that was previously out of reach.

And here, having a partner who knows how to work with this data — to build hypotheses, test, optimize, and scale — is critical.

newage. is one of the few agencies in Ukraine with hands-on experience using Kyivstar’s DMP. We don’t just activate segments — we deliver results.

Pros and Cons of DMP: An Honest Look at the Opportunities

Using a DMP unlocks a new level of audience interaction for brands. But like any tool, it comes with both strengths and limitations. Here’s an objective evaluation based on our hands-on experience.

Advantages

1. Hyper-Precise Targeting

Instead of reaching a broad audience, you target only those who have already shown interest — visited a website, been in the right location, used a relevant app, or received an SMS from the brand. This significantly lowers CPA and increases CR.

2. Customization for Specific Objectives

Kyivstar DMP doesn’t rely on “typical” segments — each campaign can have its own unique mix of data sources, behavioral signals, and geolocation triggers. This flexibility is especially valuable for niche businesses.

3. Ability to Use First-Party Databases

The platform allows you to upload phone number lists (CRM, leads, customer base) and build look-alike audiences — significantly expanding the campaign’s reach and potential.

4. Geolocation Accuracy

Data from the mobile network captures real user movements — not just search intent. This unlocks powerful targeting for offline retail, automotive, agriculture, and more.

5. Secure and Compliant Data Usage

All data is anonymized, aggregated, and fully compliant with privacy regulations, including GDPR and local legislation.

Disadvantages

1. Limited Reach

Currently, the DMP works exclusively with Kyivstar subscribers, which covers a significant portion of the mobile market in Ukraine. Meanwhile, other operators — such as Vodafone — are beginning to develop similar solutions, but their DMP user bases remain much smaller. This can be a limitation for campaigns aiming for maximum reach. However, for precise, high-efficiency targeting, Kyivstar’s coverage is more than sufficient.

2. Inability to Capture Wi-Fi Activity

Behavioral signals are recorded only within the mobile network. If users mostly visit websites over Wi-Fi, the DMP won’t detect their activity.

3. Some Delay in Segment Updates

Segment creation is not instantaneous. Once the lists are submitted, they require time for processing, verification, and approval. This isn’t a critical issue, but it does require planning in advance.

4. Cost vs CPM

DMP segments usually cost more than classic programmatic segments in terms of CPM. However, this is offset by significantly better performance metrics (CPA, CR).

DMP is not a tool for mass spamming — it’s a tool for smart communication.

It is most effective when the goal is to speak to the right people, not just everyone at once. And in today’s oversaturated digital environment, that’s not just a benefit — it’s a necessity.

The Role of the newage. Agency in Campaign Execution

A platform is just a tool. But it’s not the platform that defines success — it’s how you use it. In the case of Kyivstar’s DMP, a successful campaign is impossible without the right hypothesis, proper selection of behavioral signals, and thorough analysis. And this is exactly where the newage. team steps in.

How We Help Select the Right Audiences

We don’t work with generic segments — every client receives a custom solution tailored to their specific objectives. To do this, we:

• analytically assess the brand: what it sells, to whom, and in which region;
• develop hypotheses about the behavior of the target audience;
• select relevant websites, apps, locations, keywords, and alpha-numbers;
• collaborate with the platform to validate the size and quality of the future segment.

Hypothesis Testing and Segment Customization

We follow a hypothesis-driven analytical approach: at the start, we form several potentially relevant segments based on behavioral, contextual, or geolocation signals. Then we test them in parallel within the campaign, analyze performance metrics, and gradually eliminate the less effective ones.

This way, we don’t just “aim” — we use data to confirm or refute hypotheses and scale only what truly works.

Analytics, Evaluation, and Launch

After the audience segments are formed:

• we forecast performance based on similar past cases;
• launch a test phase and analyze the first 5–7 days;
• scale the campaign only after receiving clear and measurable performance indicators.

The entire process is accompanied by reporting, where we present not just the results, but also explain what worked — and why.

Advertising without analytics is just guessing. And DMP-based advertising without a strategy is wasted data.

Our goal is to bridge these two dimensions and turn data into a growth engine for your business.

Conclusions: Why Does a Business Need a DMP?

The advertising market is no longer about reach — it’s about relevance, timing, and context. And this is exactly where DMP becomes a key tool for growth.

DMP is the opportunity to speak only to those who are genuinely interested. When we know that a user has visited a competitor’s website, frequently goes to a specific location, or received an SMS from a brand, we stop guessing. We work with confirmed interest.

And most importantly: a DMP is not an alternative to other channels — it’s a powerful layer that amplifies them. Its strength lies in enhancement: instead of “everyone at once,” it enables you to focus on “those who are ready to buy now.”

newage. is one of the few agencies in Ukraine with hands-on experience working with Kyivstar DMP. We know how to build effective audiences, develop hypotheses, test them, analyze results, and scale success.

Write to us, and we will:

• show how DMP can work in your specific niche;
• share results from other verticals;
• propose a test campaign to see the impact in practice.тиці.

Let’s stop chasing reach — and start working for results.

FAQ: What else is important to know about DMP?

How is DMP different from classic targeting in Facebook or Google?

DMP allows you to create audiences based on deeper data sources: mobile activity, geolocation, interaction with third-party websites, apps, and even alphanumeric communications. It’s not just about interests or page likes, as in Facebook — it’s based on real user behavior both online and offline.

Can DMP be combined with other channels?

Yes! And that’s actually the best strategy. DMP segments can be activated via Google, DV360, Meta, and other platforms. You get a super-targeted audience and launch it through the channel that works best for you.

How long does it take to launch a campaign via Kyivstar DMP?

Usually between 3 to 7 business days:

• 1–2 days — audience building and approval;
• 1–2 days — technical integration;
• 2–3 days — campaign launch and optimization.

The timeline depends on the complexity of the segment and the readiness of the campaign materials.

Can I use my own phone number database?

Yes, Kyivstar DMP allows you to upload your own lists of phone numbers and either target them directly or expand them using look-alike modeling. This is convenient for CRM campaigns, activating existing customers, or driving repeat purchases.

What’s the minimum audience size required to start?

It’s recommended to build segments starting from 5,000 unique users or more. However, in some niches (like agro or B2B), smaller audiences can also perform well — it all depends on the specific objective.