Rostelecom acquires 37.5% of First Data

Operator Rostelecom acquires 37.5% of martech company First Data with an option to increase its stake to 75%. Company works in the field of marketing technologies and personalization of advertising based on big data. First Data's tools help B2C companies find their target audience online by analyzing anonymized data on purchases made using AI algorithms, and effectively target advertising, increasing sales. The amount of the deal was not disclosed.