Search Yandex teaches advertising network
Yandex has learned to show more targeted ads on the Advertising Network (YAN) member sites. Now the system of advertising Yandex.Direct takes into account not only the theme of the site, but also the interests of the user.
The direct expression of the user's interests is his search queries. Every day, about 5 million people ask more than 30 million requests to Yandex, thereby helping to set up advertising for themselves. This type of advertising customization is one of the behavioral targeting options.
“We tested advertising placement taking into account the interests of users at certain sites of the Advertising Network for almost half a year and evaluated the results both according to advertisers and according to Metrics ,” says Yevgeny Lomize, head of advertising technologies at Yandex, “Today we are sure that the new Targeting type is not less effective for advertisers than thematic one. Now, on the YAN sites, both types of targeting will be used, and Direct will automatically select the most relevant ad for the user. At the same time, the price for the transition may drop, but the partner sites will not lose anything, because they will receive more clicks, even if at a slightly lower price. ”
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All user interest data is protected by a confidentiality agreement . When targeting, Yandex automatically excludes requests for personal topics (for example, medicine, dating, etc.). Any user can refuse to take into account their interests when advertising is shown.
(c) company.yandex.ru/news/2008/0220/index.xml
The direct expression of the user's interests is his search queries. Every day, about 5 million people ask more than 30 million requests to Yandex, thereby helping to set up advertising for themselves. This type of advertising customization is one of the behavioral targeting options.
“We tested advertising placement taking into account the interests of users at certain sites of the Advertising Network for almost half a year and evaluated the results both according to advertisers and according to Metrics ,” says Yevgeny Lomize, head of advertising technologies at Yandex, “Today we are sure that the new Targeting type is not less effective for advertisers than thematic one. Now, on the YAN sites, both types of targeting will be used, and Direct will automatically select the most relevant ad for the user. At the same time, the price for the transition may drop, but the partner sites will not lose anything, because they will receive more clicks, even if at a slightly lower price. ”
')
All user interest data is protected by a confidentiality agreement . When targeting, Yandex automatically excludes requests for personal topics (for example, medicine, dating, etc.). Any user can refuse to take into account their interests when advertising is shown.
(c) company.yandex.ru/news/2008/0220/index.xml
Source: https://habr.com/ru/post/20546/
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