advlab.io

What It Is

Points Labs (Поинтс Лабс) is a marketing and adtech software company based in Moscow, positioned as a laboratory for adtech and martech solutions. Its core products include the Aizek platform, along with a range of tools for user profiling, media planning, ad inventory trading, marketing analytics, media mix optimization, e-commerce forecasting, and brand sentiment monitoring. The available materials indicate that the company focuses on the use of programmatic advertising, performance marketing, AI, and big data in marketing.

Core Features and Data

Aizek is used to automate the purchasing of TV and online advertising inventory, targeting companies that need to spend media budgets to promote their brands. Persona integrates data around anonymous user profiles and is an important component of Aizek. Algorithm uses machine learning and ad placement data to select better-performing media channels. Trade aggregates inventory from major Russian ad sellers, including NRA, IMHO, GPMD, Yandex, VK, and others, and supports real-time plan optimization. Client Space provides aggregated statistics from multiple sources and granular analysis of the relationship between marketing spend and business outcomes. Mix Optimizer is used to forecast KPIs and build promotional strategies, Ecom Predictor focuses on forecasting marketing performance for e-commerce and marketplaces, and Brand Love Dashboard monitors emotional factors in the relationship between brands and consumers.

Pricing, Platform, and Support

In terms of pricing, the website does not publish packages or starting prices. It only states that the software can be provided to legal entities, sole proprietors, and individuals, with pricing negotiated by both parties at the time of contracting. The platform is browser-based and can be used as long as there is a Chrome-based browser, with relatively few operating system restrictions. The disclosed tech stack includes Java, Python, RestAPI, GraphQL, PostgreSQL, and ReactJS, but it does not clearly state which ad platforms, CRM systems, or BI systems it can integrate with. Support is mainly offered by phone, email, and scheduled demos; there is no visible information about SLAs, an online knowledge base, or a free trial.

Pros and Cons

Its strengths lie in a product line that covers the full marketing workflow, from media planning and inventory buying to attribution analysis, predictive modeling, and brand monitoring. It also provides relatively clear support for Russian local ad inventory and the media ecosystem. This may be valuable for brands that care about coordinating TV and digital media and need to analyze the efficiency of marketing investment. The limitations are also fairly obvious: public materials are mostly product introductions and lack details on pricing, implementation timelines, customer cases, data scale, service levels, and security or compliance. Its channel resources are clearly oriented toward the Russian market, and coverage of Chinese or major global advertising platforms is not specified.

Who It’s For and Access from China

It is better suited to brand advertisers, agencies, or marketing teams running brand advertising in the Russian market, managing relatively large media budgets, and needing programmatic buying plus marketing science analysis. Chinese users whose primary focus is the domestic media ecosystem may want to first evaluate alternatives such as 巨量引擎, 阿里妈妈, 腾讯广告, 秒针, and TalkingData. Direct accessibility from China and supported payment methods are not confirmed in the available text; commercial procurement will most likely require manual communication.