By audience
With targeting by Yandex Audience segments, you can use your first-party user data from your placements, as well as data from Crypta and external data management platforms (DMPs) to set up ad campaigns.
Custom segments
With Yandex Audience, you can create custom segments based on uploaded data (email addresses, mobile phone numbers, or mobile device IDs).
All Adfox partners can create segments from their uploaded data as well as look-alike segments and use them for free.
Alert
Targeting segments based on geolocation data isn't available.
Find out how to add a custom segment in Yandex Audience Help. Once the segment status changes to Ready, the segment automatically appears in the Adfox interface on the Targeting → By audience tab. The segment will become 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 your Adfox account access to the segment in the Yandex Audience interface.
Crypta segments
Crypta is a Yandex technology that analyzes users' online behavior. Crypta enables you to show ads to users by age, income, and habits. More about the technology
All Adfox partners have free access to Crypta segments without registering in Yandex Audience. You can access your segments from the campaign settings on the Targeting → By audience tab in the DMP Crypta segments segment treе.
Crypta segment categories
- Children.
- Pets.
- Beauty and health.
- Sport.
- Food and drinks.
- Family and children.
- Cars.
- Finance.
- Real estate.
- Clothing, shoes and accessories.
Set up targeting in Adfox
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Go to Targeting → Add a targeting condition → By audience.
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Select one of the conditions by which the audience data will be compared:
- AND: The user must match all the selected segments.
- OR: The user must match at least one selected segment.
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Set your ad impression condition by selecting the segments you need in the Included segments search bar.
Selecting a top‑level segment automatically selects all the items inside it. You can select or deselect any items as needed. For example, if you choose the
Autosegment but don't want to targetCMTPL, deselect the latter segment. The excluded segment will show in the Included segments row with a minus sign. -
Click Apply and save the targeting criteria.
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.
Use cases
Using first-party data
You can use the Yandex Audience service to activate custom data about visitors on your placements.
By analyzing audience behavior on your placement (for example, with Yandex Metrica or AppMetrica), you can see how user interests affect their behavior. For example, people who own a certain car model might spend more time in sections about that model, while football fans are more likely to watch broadcasts that feature their favorite team. Based on the information from the Yandex Audience tags, you can also group users with similar behavior into segments to offer advertisers narrower and more accurate targeting.
To reach the site users who have already seen the advertiser's banner or video (for example, to adjust how often they see it or to show them a different creative), you can create a segment using the 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 ad campaigns. You can also get less coverage with greater accuracy, or the other way round.
Using narrow exclusive segments from DMPs for targeting ad campaigns in Adfox
In external DMPs, the required sets of user segments are created for the advertiser. Using Yandex Audience, the DMP then grants access to these segments to a specific Adfox partner who is already running ad campaigns.
Reports
Yandex Audience segment reports now use new technology to calculate data in real time.
More about Yandex Audience segment reports