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With Russia poised to become the biggest online population in Europe, the potential for online advertising has never been more apparent. September will see the Russian Internet population exceed 50m people for the first time, and in this presentation Mike Read examines who the Russian users are, where they’re accessing the web from and what they’re doing when they’re online. He discusses how only a very small percentage of users ever click on online advertising, and those that do are not necessarily reflective of the total online population. These challenges, plus others that online advertisers face are then brought to a head with ideas for the future put forward.