Yandex.Direct takes into account the interests of users
On August 23, an open testing of Yandex advertising began, taking into account the interests of Yandex visitors. This will allow users to watch mostly interesting advertising for them, and advertisers will be more targeted to contact the target audience.
Well, based on the analysis of the behavior of users on Yandex and sites participating in the Yandex advertising network, a list of preferences will be compiled, on which the broadcast of advertising on partner sites will depend. Promotional offer will change with user preferences.
“Behavioral targeting determines the target audience, even on those sites where it is impossible to do so within the context of the pages viewed. And such sites often have a very wide audience, ”said Vera Suslova, manager of the advertising technology department at Yandex. - Adding behavioral targeting to the context allows us to significantly increase the volume of the target audience, access to which we offer our advertisers. And on the first tests of the new type of targeting, it became clear that the CTR of advertisements that are displayed taking into account the interests of users is even higher than the CTR of thematic ads broadcast on the Advertising Network. ”
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All user interest data processed by Yandex.Direct is protected by the Confidentiality Agreement. Yandex gives the user the opportunity to refuse to take into account his interests when displaying advertising. Interest-based ad serving options are available here .
Well, based on the analysis of the behavior of users on Yandex and sites participating in the Yandex advertising network, a list of preferences will be compiled, on which the broadcast of advertising on partner sites will depend. Promotional offer will change with user preferences.
“Behavioral targeting determines the target audience, even on those sites where it is impossible to do so within the context of the pages viewed. And such sites often have a very wide audience, ”said Vera Suslova, manager of the advertising technology department at Yandex. - Adding behavioral targeting to the context allows us to significantly increase the volume of the target audience, access to which we offer our advertisers. And on the first tests of the new type of targeting, it became clear that the CTR of advertisements that are displayed taking into account the interests of users is even higher than the CTR of thematic ads broadcast on the Advertising Network. ”
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All user interest data processed by Yandex.Direct is protected by the Confidentiality Agreement. Yandex gives the user the opportunity to refuse to take into account his interests when displaying advertising. Interest-based ad serving options are available here .
Source: https://habr.com/ru/post/13485/
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