Impressions based on interests and habits

By targeting your audience's short-term interests and habits, you can show relevant ads to people interested in your products or services right now or in the past few days. For example, you can selectively offer sales of airline tickets or summer clothing to people going on vacation. Short-term interest ads are only served in ad networks.

How it works

Impressions based on short-term interests and habits use Crypta technology. It analyzes users' online behavior and places them in groups. To do this, Crypta technology tracks the behavior of typical representatives of that group. For example, it looks at what words they use in search queries, what sites they visit, what apps they use, what shops they are interested in, and what time of the day they go online. The details about visited organizations are added from Yandex geoservices.

Short-term interests and habits are derived from visited sites and apps, subjects of search queries, and travel routes from geoservices. The data is updated in real time.

How to configure

You can set up impressions based on short-term interests in the Report Wizard for text & image ads and in a Unified performance campaign.

In the ad group, under Interests and habits, describe the audience you want to serve ads for. For example, the audience of a children's goods store advertising the "For babies" category can be described as "kid parents". Yandex Direct will first suggest targeting by exact match. Then the YandexGPT-powered AI will suggest similar interests and habits, places your potential customers frequently visit, sites they might visit and apps they might use.

When targeting an audience that is similar to site or app users, the selected sites or apps are grouped by subject, and targeting applies to groups of users of such related platforms. Your ads are not targeted directly at the audiences of selected sites or apps.

You can enter a maximum of 30 criteria joined by the “OR” operator.

Use Interests and habits as separate impression criteria or combine them with keywords to increase your potential reach.

Statistics

To view statistics on short-term interests and habits, select the Impression criteria or Type of impressions criteria cross section in Report Wizard.

Note.

Interest data are totally different in Yandex Direct and Yandex Metrica because the services take different indicators into account: short-term interests are used in Yandex Direct, while Yandex Metrica focuses on long-term interests.

Analyze the interest-related data in Yandex Direct to see how ad targeting based on this short-term interest works. Data on long-term interests in Yandex Metrica will help you create a profile of your site audience and use it for retargeting.

Have questions?

Attention. Our customer service can help you with the campaigns created under the same login that you use to contact us. You can see your current login in the upper-right corner of the screen. Our team can access your data only when processing your request.

You can contact us from 10:00 to 19:00 (UTC+3) by phone:

Moscow: +7 (495) 780-65-20

Russian regions: 8 (800) 700-47-45 (toll-free within Russia)

Attention.

To access campaigns, the customer service specialist will need your PIN.