Yandex Audience segments

With targeting by Yandex Audience segments, you use custom data about users on your platforms as well as data from Crypta and other providers (DMP — data management platforms) to set up campaigns.

Custom segments

With Yandex Audience, you can create segments based on custom data that you upload (email addresses, mobile phone numbers, or mobile device IDs).

You can create and use segments from custom data and segments of similar users (look-alike technology) free of charge.

Alert

Segments based on geolocation data cannot be used in targeting.

To learn more about adding segments, see Yandex Audience Help. When the segment status changes to Ready, it will appear in the Adfox interface on the Targeting → Yandex Audience segments tab in the Custom segments from Yandex Audience section. The segment will be available in Adfox automatically if you use the same Yandex ID to log in to Yandex Audience and Adfox. If you want to use segments from another account, grant the Adfox account access to them in the Yandex Audience interface.

Crypta segments

Crypta is a Yandex technology for analyzing user behavior on the internet. Crypta enables you to show ads to users by age, income, and habits. Learn more about this technology

All Adfox partners have free access to Crypta segments without registering in Yandex Audience. Segments are available in the campaign settings in Targeting → Yandex Audience segments under DMP Crypta segments.

DMP private segments

External DMPs can provide access to private segments separately to specific Adfox partner accounts upon request. Such segments will be available in the Adfox interface on the Targeting → Yandex Audience segments tab in the DMP private segments section.

Adfox partners and external DMPs make all settlements on their own based on mutual agreements. Yandex doesn't take part in payment transactions between DMPs and Adfox partners and doesn't charge any fees for using segments.

Check the conditions for connecting private segments with the DMP. You can find contact details of your DMPs in Yandex Audience Help.

Set up targeting in Adfox

In the Adfox interface, open the targeting settings: at the campaign or banner level.
Go to Targeting → Yandex Audience segments.
Enable targeting.
Select one of the conditions by which the audience data will be compared:
- AND: User must match all the selected segments.
- OR: The user must fall into at least one of the selected segments.
Select relevant segments in the sections:
- Custom segments from Yandex Audience: Segments that you created in the Yandex Audience interface in advance.
- Crypta segments: Available to all Adfox partners by default.
- Private DMP segments: Available if an external provider (DMP) has granted you access to these segments in the Yandex Audience interface.
Click Change.

When using custom segments for the first time, it may take several hours to enable targeting. We recommend setting up targeting in advance, before the campaign is launched. If the segment has already been used for targeting settings, targeting will be enabled right away.

Examples of solutions

Using custom data (1st party data)
You can use the Yandex Audience service to activate custom data about visitors on your placements.

By analyzing the behavior of the audience on the placement (for example, using Yandex Metriсa or AppMetrica), you can track how users' interests are reflected in their behavior. For example, the owners of a certain car model will spend more time in sections dedicated to this particular model, and football fans will watch broadcasts of matches where “their” team plays more often. Based on the information from the Yandex Audience counters, you can also group users with similar behavior into segments to offer advertisers narrower and more accurate targeting.

If you want to find an audience on the site that have already seen an advertiser's banner or video (for example, to reduce or increase the frequency of impressions or show them another creative), you can group them into a segment using a Yandex Audience pixel.

You can also create segments of similar users using look-alike technology based on your own segments in Yandex Audience. Use such segments to increase the coverage of campaigns. You can also get less coverage with greater accuracy, or the other way round.

Using narrow exclusive segments from DMPs for campaign targeting in Adfox.
In external DMPs, the required sets of user segments are created for the advertiser. Then, the DMP uses the Yandex Audience service to provide access to these segments to a specific Adfox user who is already targeting campaigns.