Retargeting to a display campaign audience

You can work with your display campaign audience to build different scenarios for communicating with your customers.

For retargeting, use a pixel — special code that can be embedded in advertising materials. The pixel collects the anonymous identifiers of users who saw your ad. Yandex does not receive any personal information about these users.

How to gather an audience

To set up pixel retargeting:

  1. Create a pixel in Yandex Audience. On the Pixels tab, click Create pixel and enter a name. The pixel code will be generated automatically. To learn more, see Yandex Audience Help.

  2. In the display campaign, add a pixel to the relevant field: at the Create ads step or later when editing your ad.

    Once impressions begin, the pixel will start collecting anonymous user identifiers. An impression is counted for an ad unit if at least half its area was continually displayed in the viewable area of the screen for at least one second for a display banner or at least two seconds for a video player.

  3. Create a segment based on a pixel in Yandex Audience. Specify the period to use for the data, and how many times the user must see the ad during the selected period.

    After processing is complete, the segment must have the status Ready and contain at least 100 anonymous identifiers.

  4. Use your created segment to configure user profiles (in a display campaign or a display campaign with deals) or retargeting lists (in contextual ad campaigns), or bid adjustments.

Ways to work with the audience

You can build communication strategies of any complexity by using pixel-based segments and serving contextual and display ads.

Serve ads to a loyal audience

Use a pixel-based segment to reach people who saw your ad. This audience already knows your brand, which means that they are more loyal to the advertised products and services and are more likely to make a purchase.

Configuration example

Mix and match the segments to create unique impression criteria

Combine pixel-based segments with other segments to form complex impression criteria. But keep in mind that targeting an overly narrow audience will reduce the reach of your campaign.

Configuration example

For example, you can combine a pixel-based segment with segments based on location data. This way you can identify users who have seen the ad and are currently located near your store.

Find a new audience

Select a new audience that is not familiar with your brand yet. Set a negative condition for people who have seen your ads and visited the site.

Configuration example

Have questions?

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