Technologies and services
Yandex Direct serves ads to millions of users. Therefore, Yandex has developed its own technologies and constantly works on improving them.
Auctions
While the page loads, Yandex Direct selects an ad to show. This happens in real time with the help of auctions.
Behavioral targeting
In the Yandex Advertising Network and ad exchanges, ads may be served through a process called behavioral targeting, which is when the served ads are tailored to the interest of users. Yandex analyzes online user behavior to serve the most relevant ads.
Fraudulent click protection
Yandex uses a multilevel fraud protection system. This includes automatic and manual filtration methods. Thanks to this, you will only pay for clicks from real users.
Crypta
Crypta is a technology that identifies user characteristics crucial to your business, such as age, income level, interests, and neighborhood.
In Yandex Direct you can use data from other Yandex services.
Call trackingβ
When creating a campaign in Yandex Direct, you can enable free call trackingβ. Each user sees a unique phone number in the ad, even when multiple people view it at the same time. This lets you accurately track every call your campaigns drive.
Yandex Metrica
Campaign success isn't just about your ads. A user can see your offer and visit your site, but they might not buy anything or place an order. To understand what users are doing on your site after clicking, you can use Yandex Metrica.
By linking Yandex Direct and Yandex Metrica, you can optimize your ads with the automatic Optimize conversions strategy.
You can use Yandex Metrica goals and segments to target ads through retargeting lists.
Yandex Audience
You can choose to serve ads only to users who belong to a specific Yandex Audience segment. A segment can be made from your own data, Yandex data or data from external data providers (DMP).
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