Smarter ad targeting for users in other countries

In 2025, the Yandex Advertising Network is expanding monetization capabilities by partnering with new direct advertisers and connecting more DSPs.

Better DSP integration. We’ve enhanced how we work with DSPs to show more relevant ads to users in countries like the US and Turkey.

Localized ad relevance. Our models now better understand user interests across regions — which means more relevant, conversion-driven ads. As a result, average eCPMs are up 30% across several countries and formats.

Improved ad formats to boost performance

Support for horizontal orientation for App Open ad format. The App Open Ad format now adapts to horizontal screen mode. That means a smoother user experience and potentially more revenue. Additionally, the updated “Back to app” button on every ad let makes the user experience more friendly and intuitive.

Deeplink opening for installed apps. If a user already has the advertised app, they’ll now be taken directly into the app instead of to its store page. For example, if an online store advertises a product, users can now land directly on that product page. Advertisers have seen a 17% lift in target conversions, and publishers are earning more, too.

Updated full-screen ad design. We’re continuing to refine ad visuals. Full-screen video ads now support image galleries (when provided by the advertiser), making them more engaging and clickable.

These updates are designed to improve ad effectiveness — and help you earn more from your app.

To get started, update to the latest SDK version and mediation adapter.

Also, don’t forget to update your app-ads.txt file to unlock access to new DSPs via the Yandex Mobile Ads SDK.