A new attribution model has appeared in Yandex.Direct and Yandex.Metrica — Last click from Yandex.Direct — which allows you to evaluate the impact of your campaigns within a cross-section of various advertising activities. In addition, you can now select attribution models in the strategy settings for some campaign types. Keep reading to find out what makes the new attribution model so useful, and what else is changing in Yandex.Direct.

It’s clear that video advertising has become an indispensable part of promoting any modern brand. YoY growth of online branded video advertising amounted to 31% in 2018. In this article, we will tell you why advertisers choose video to promote their brand, what kind of changes in the video ecosystem businesses should be aware of for their promotion to be effective and share tips on how to create effective video clips.