Integration with the Adfox platform allowed Yandex to enter the premium segment of the Internet advertising market
After the closed testing stage, the Adfox platform is integrated into the Yandex advertising network. It serves to manage online advertising. The first results of the new mode showed that the income of some Adfox partners grew by 50%.
Adfox collaborates with numerous publishers, sellers, digital agencies and direct advertisers. The total number of platform partners is 750.
“For site owners who sell traffic using the ADFOX SSP, this provides new opportunities for managing external monetization: Yandex.Direct ads and Yandex display advertising have been added to DSP banners in a single RTB auction,” representatives of Adfox report.
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Traffic that cannot be sold will be returned automatically, they say. "Thus, the total profitability should increase significantly, and the number of unsold impressions that were in the visibility zone of visitors, is reduced to zero," representatives of the company explained.
Adfox platform was purchased by Yandex in September last year. The exact amount of the transaction is unknown. Sources of Kommersant estimate it at several million dollars. The deal allowed Yandex to enter the premium segment of publishers: Kommersant Publishing House, Axel Springer Russia, Sports.ru, Championship.com, Slon.ru and others. Before, they sold ads on their own web resources themselves.
Adfox, in turn, gains a technological advantage over its competitors, says BDBD Development Director Artem Pleshakov.
“But there is a nuance: the cost of impressions sold through RTB technology is quite low. Therefore, for many premium sites, the effect of this innovation will be minimal, since they don’t want or are afraid to use RTB technology, ”explained Mikhail Getmanov, head of the IAB Russia mobile advertising market development committee, to Kommersant.
Adfox collaborates with numerous publishers, sellers, digital agencies and direct advertisers. The total number of platform partners is 750.
“For site owners who sell traffic using the ADFOX SSP, this provides new opportunities for managing external monetization: Yandex.Direct ads and Yandex display advertising have been added to DSP banners in a single RTB auction,” representatives of Adfox report.
')
Traffic that cannot be sold will be returned automatically, they say. "Thus, the total profitability should increase significantly, and the number of unsold impressions that were in the visibility zone of visitors, is reduced to zero," representatives of the company explained.
Adfox platform was purchased by Yandex in September last year. The exact amount of the transaction is unknown. Sources of Kommersant estimate it at several million dollars. The deal allowed Yandex to enter the premium segment of publishers: Kommersant Publishing House, Axel Springer Russia, Sports.ru, Championship.com, Slon.ru and others. Before, they sold ads on their own web resources themselves.
Adfox, in turn, gains a technological advantage over its competitors, says BDBD Development Director Artem Pleshakov.
“But there is a nuance: the cost of impressions sold through RTB technology is quite low. Therefore, for many premium sites, the effect of this innovation will be minimal, since they don’t want or are afraid to use RTB technology, ”explained Mikhail Getmanov, head of the IAB Russia mobile advertising market development committee, to Kommersant.
Source: https://habr.com/ru/post/290084/
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