Glossary

Contextual advertising

Ads with content that matches the context of a web page, the user's search terms, or the user's interests. One type of contextual ads is content-based advertising.

Display ads

Ads designed to evoke an emotional response from the audience. This type of advertising may not always match the page context or the user's interests. Its primary goal is to boost brand recognition and inform a wide audience about a product or event.

Content-based advertising

Ads that match the content of web pages or the user’s interests.

DSP (Demand Side Platform)

Ad network that represents advertiser interests. DSPs act as buyers of ad impressions on a Yandex Advertising Network site.

SSP (Supply Side Platform)

Ad network designed to maximize revenue for the owners of ad placements across sites, mobile apps, Smart TV apps, and more.

Account

Account with a unique username for a partner; an account is linked to a contract with the Yandex Advertising. You can register multiple resources (which may include multiple sites) under a single account.

Alternative ad, or your own ad

Partner's own ads (promotion for their site, ads for their products, services, and more). Partner ads are displayed if no suitable display offer has been found on the auction. For more information, see Setting up an RTB block.

Alternative code, other network's code

Alternative ad code added to the Custom ad code field.

Audience

Number of actual users who view the site. The How resource quality affects revenue section describes how the quality of the site affects the site's revenue in the Yandex Advertising.

Mirror

Mirrors are sites that are complete or partial copies of each other (see Adding mirrors in the Yandex Advertising).

Username

A unique name for your Yandex ID that you will need to enter each time you log in to the Yandex Advertising Network.

Moderation

Process of screening applications for a site's participation in the Yandex Advertising Network. Applications are screened by moderators — Yandex employees who check partners' sites for compliance with the Rules of participation in the Yandex Advertising Network.

Ad

Advertising material containing information about a product or service, a link to the site, callouts, and other information.

Offer

The document titled “Yandex Advertising Network Offer”, available online at yandex.ru/legal/yan_service_offer, as well as any other documents that constitute an integral part of it. See the Offer for information on how to accept its terms.

Partner

Any individual or legal entity that owns a site participating in the Yandex Advertising Network. Partners get paid for serving ads on their sites. One partner may own multiple sites.

CPM floor

Minimum cost per one thousand impressions set by the partner. If the auction bids do not reach this floor, alternative (custom) ads whose code your partner specified in the dedicated field are displayed instead.

Ad unit

A place where ads or banner ads are displayed. An ad unit may include several ads of the same type.

Recommendation

A card in the recommendation widget with a link to an article selected based on the visitor's interests.

Resource

In the Yandex Advertising Network, resources include:

• Sites (including versions for desktops, tablets, and other mobile devices).
• Mobile apps.
• Video hosting solutions and other information resources available to users on the internet.

Site

The group of all ad placements across a single resource participating in the Yandex Advertising Network, including mirror domains. You can add multiple sites under a single resource, for example, if you want to add different types or sections.

Traffic

Total activity on a site.

InStream

A video ad format which embeds the ad in a video stream and can be played before the main video, in the middle of it, or at the end.

Video partner

A partner who placed a video ad on their video resource (site, mobile app, or Smart TV app).

Video ad

Video ads Video ad formats can be different: a video inside the main video content (InStream), a separate unit with an ad video on the site, a rewarded video, or an Fullscreen video ad in the mobile app.

Video resource, resource

Combination of places where video ads are displayed on the same platform (site, mobile app, or Smart TV app).

CPC (Cost per Click)

Amount paid by the advertiser for each click on its advertisement.

CPM (Cost per Mille)

Cost per one thousand ad unit impressions. Your partner can set the CPM floor (the minimum cost per one thousand impressions) in the ad unit settings. In statistical reports, the actual cost of one thousand impressions is displayed under eCPM and CPMV.

CPMV (Cost per Mille Viewable ads)

Cost per one thousand viewable impressions of an ad unit. An impression is considered viewable if at least 50% of the unit area shows on the screen for at least two seconds.

CTR (Click-Through Rate)

The ratio of ad clicks to the number of impressions.

eCPM (Effective Cost per Mille)

Cost of one thousand ad unit impressions in which at least one pixel of the ad unit was in the viewable area of the screen.

eCPM Served

The cost of one thousand served impressions.

Fill rate

The ratio of the number of served impressions to the number of requests (as a percentage).

RPM

Cost per one thousand requests of all units, including those for which no advertising was selected.

Viewable impressions

Impressions counted taking into account the visibility check: at least 50% of the unit area is in the visible area of the screen for at least two seconds.

Viewable impressions for house ads

Serving alternative ads (house ads) to the user when the DSP failed to match an ad. Impressions of house ads are tracked in your statistics only if the ad code was added via the Yandex Advertising Network interface and no less than 50% of the ad unit remains visible on screen for at least two seconds.

Show rate (viewable)

The ratio of the number of viewable impressions to the number of served ads (as a percentage).

Full view rate

The percentage of users who completely watched the video ad out of all users who started watching it.

Match rate

The ratio of the number of served impressions to the number of requests (as a percentage). In the future, this metric will be removed, and we recommend using Fill Rate instead.

Ratio of impressions

The ratio of the number of impressions to the number of served impressions (as a percentage).

Requests

The number of requests to the Yandex Advertising Network about available ads at the cost set by the partner.

Custom ad requests

Requests sent to the Yandex RTB system (as an example), which returned no ads to display in the DSP and called its ad code. For more information about setting up custom ad impressions, see Impressions of your custom ads in RTB blocks.

Click

Click on an ad link that takes the user to the advertiser's site or vCard.

Unsold requests

Requests for which the network failed to serve an ad from the DSP or display a house ad (provided that the house ad code was previously added to the Custom ad code field in the interface).

Served impressions

The number of times when the ads selected by Yandex Advertising Network were served.

Impressions

Impressions in which at least one pixel of the ad unit was in the visible area of the screen.

Fraud

Invalid (fraudulent or erroneous) clicks.

AMP pages (faster mobile pages)

A technology that allows mobile device and tablet users to quickly load sites.

RTB (Real-Time Bidding)

Technology used to buy and sell ad impressions via real-time auctions (see Real-Time Bidding).

Asynchronous method for calling ads

Method for downloading ads in parallel with the main content of the page.

MatrixNet

A method of machine learning developed by Yandex. Using MatrixNet in the Yandex Advertising helps predict the likelihood of a click on an ad (see MatrixNet).

Robot

A special program that automatically researches the content of web pages (see also Search engine robots and Yandex Advertising robot).

Targeting

A mechanism enabling you to distinguish a portion of the audience that meets defined criteria and then display certain ads to this audience only (see Behavioral targeting).