A person watches videos about yoga on social networks, probably wants to go in for sports. But at two in the morning we know he buys fries and hamburgers." At the NRF 2026 meeting, the head of T-Bank advertising, Ural Husayinov, explained with this example the difference between classic advertising and fintech media: social networks only see a person's image through likes, while banking transactions show his real desires and actions.
In this context, fintech media is becoming more and more in demand. Thus, according to a survey conducted in October by T-Bank Advertising and the RIR Center, more than half of advertisers have already shifted part of their budgets to this niche to pay for real purchases and access to accurate impersonal analytics.