We have introduced the auction model for ads on Yandex.TV as part of our shift towards RTB. The cost of banner impressions on this service is no longer fixed but based on the results of the auction.
Auctions are held in real time as each user loads the page. The banner with the highest CPM will be displayed. The minimum bid for 1,000 impressions is 1,18 rubles, while the end fee is determined using the second price auction principle, i.e., the winner only pays the minimum price required to win the auction.
This model lets gives advertisers the opportunity to choose the setting that best suits their aims and means: budget optimization, quantity of impressions or duration. To do this, advertisers must use the Bayan 2 interface or ask their manager to select one of the following three strategies: “Cheaper”, “More”, “Quicker”.