RTB-auction

Yandex offers advertisers the ability to place banner ads (both standard and with streaming video) to specific audiences on sites across the Yandex Media Network and Yandex Advertising Network. Placing ads in the Yandex Media Network gives advertisers access to popular Yandex service sites with loyal audiences such as Yandex.Mail, News, Market, Auto.ru and other popular services. The Yandex Advertising Network is made up of high-quality sites extending beyond Yandex’s traditional reach to a total of more than 75M unique monthly visitors, or 96% of Russia’s online population.

A wide variety of targeting options makes it possible to find potential clients within such a large advertising audience, and advertisers can customize the list of YAN sites on which their ads can appear.

Additionally, the auction system allows advertisers to set a target CPM and use bidding strategies to serve ads within a specific budget.

Formats for ad materials

Banner ad
Banner ad with streaming video

Available display settings

You can focus your campaign by enabling geotargeting and choose an additional means of targeting:
Geotargeting for Russian regions
Define which subjects and cities in the Russian Federation are part of your target audience
Demographic targeting
Use categories like “gender,” “gender and age,” “gender, age, and income level” to filter out users unlikely to be interested in your ads
Audience interests
Serve ads to users based on their interests.
Behavioral retargeting
Show ads to users who have previously visited your site or certain Yandex services.
Light TV viewers (LTV)
Reach users who watch little to no television who are least likely to see TV ads.

Ad placement costs

Table 1. RTB-auction, Streaming Video Banners
Name of the productAd format: banner (pixel size)Minimal CPM (RUB, excl.VAT)
RTB-auction, Streaming Video Banners300×250, 300×300, 240×400from 30
Product information
  1. Dynamic placement. Mandatory frequency shall be set to the default of RF = 3 per week.
  2. Banners are displayed with respect to Targeting by advertising networks. Yandex does not guarantee that advertising materials will be displayed on all media platforms of an advertising network. The possibility to display a banner also depends on the entry threshold established by a media platform.
  3. For the service to be rendered, the advertiser shall provide a banner in at least one format listed in Table 1 (Auction, Streaming Video Banner) above. Yandex does not guarantee that advertising materials will be displayed in all formats listed in Table 1 (Auction, Streaming Video Banner).
  4. Available settings:
    a. Sociodemographic targeting
    b. Geotargeting
    c. Audience interests
    d. Search retargeting
    e. Light TV viewers
    f. Local geographic targeting
    g. Behavior retargeting
    h. Targeting by devices and software at:
    — Computers
    — Smartphones
    — Computers and tablets
    — Smartphones and tablets.
    i. Mobile Operators (it is advisable to use with targeting by devices and software at: smartphones or smartphones and tablets)
    j. Mobile Operating systems (it is advisable to use with targeting by devices and software at: smartphones or smartphones and tablets)
    k. Mobile device manufactures (it is advisable to use with targeting by devices and software at: smartphones or smartphones and tablets)
    l. Connection type at mobile devices (it is advisable to use with targeting by devices and software at: smartphones or smartphones and tablets)
  5. Maximum two targeting settings from the list below may be applied at the same time:
    a. Sociodemographic targeting
    b. Audience interests
    c. Search retargeting
    d. Light TV viewers
    e. Behavior retargeting
    f. Mobile Operators
    g. Mobile Operating systems
    h. Mobile device manufactures
  6. Banners shall be displayed and the cost per impression shall be determined as follows:
    a. The auction takes place online, while a user loads a web page. The auction will result in display of a banner of the advertiser, which offered the highest bid for 1,000 impressions (CPM) in view of the entry threshold (minimum CPM specified in Table 1), in view of the options stipulated in cl. 1, 4 and 5.
    b. The cost per impression for the banner for strategies “Minimum CPM”, “Budget” and “Average CPM” shall be determined based on the principle of a second price auction: if the advertiser offers the highest bid, the banner will be displayed at a price sufficient to win the bid (second highest bid + bidding step), but no less than the entry threshold (minimum CPM specified in Table 1).
    The cost per impression for the media banner for the strategy “Fixed CPM” shall be set by the advertiser via the interface by means of indicating the current CPM of placement, but no less than the entry threshold (minimum CPM).
    c. Bidding step = RUB 1 (one) per thousand impressions (excl. VAT).
  7. When calculating the cost, no seasonal rate applies.

Services are provided on terms and conditions described above together with the General terms and conditions available at: https://yandex.com/adv/general-provisions

Table 2. RTB-auction banners
Name of the productAd format: banner (pixel size)Minimal CPM (RUB, excl.VAT)
RTB-auction banners300×250, 240×400, 728×90, 300×300, 160×600, 320×50, 320×100from 1
Product information
  1. Dynamic placement. The recommended frequency shall be set to the default of RF = 3 per week. The maximum frequency setting period is 14 calendar days. Frequency can be set as agreed with the advertiser.
  2. Banners are displayed with respect to Targeting by advertising networks. Yandex does not guarantee that advertising materials will be displayed on all media platforms of an advertising network. The possibility to display a banner also depends on the entry threshold established by a media platform.
  3. For the service to be rendered, the advertiser shall provide a banner in at least one format listed in Table 2 (Auction) above. Yandex does not guarantee that advertising materials will be displayed in all formats listed in Table 2 (Auction).
  4. Available settings:
    a. Sociodemographic targeting
    b. Geotargeting
    c. Audience interests
    d. Behavior retargeting
    e. Search retargeting
    f. Light TV viewers
    g. Local geographic targeting
    h. Targeting by devices and software at:
    — Computers
    — Smartphones
    — Computers and tablets
    — Smartphones and tablets.
    i. Mobile Operators (it is advisable to use with targeting by devices and software at: smartphones or smartphones and tablets)
    j. Mobile Operating systems (it is advisable to use with targeting by devices and software at: smartphones or smartphones and tablets)
    k. Mobile device manufactures (it is advisable to use with targeting by devices and software at: smartphones or smartphones and tablets)
    l. Connection type at mobile devices (it is advisable to use with targeting by devices and software at: smartphones or smartphones and tablets)
  5. Maximum two targeting settings from the list below may be applied at the same time:
    a. Sociodemographic targeting
    b. Audience interests
    c. Search retargeting
    d. Light TV viewers
    e. Behavior retargeting
    f. Mobile Operators
    g. Mobile Operating systems
    h. Mobile device manufacture
    i. Connection type at mobile devices
  6. Banners shall be displayed and the cost per impression shall be determined as follows:
    a. The auction takes place online, while a user loads a web page. The auction will result in display of a banner of the advertiser, which offered the highest bid for 1,000 impressions (CPM) in view of the entry threshold (minimum CPM specified in Table 1), in view of the options stipulated in cl. 1, 4 and 5.
    b. The cost per impression for the banner for strategies “Minimum CPM”, “Budget” and “Average CPM” shall be determined based on the principle of a second price auction: if the advertiser offers the highest bid, the banner will be displayed at a price sufficient to win the bid (second highest bid + bidding step), but no less than the entry threshold (minimum CPM specified in Table 2).
    The cost per impression for the media banner for the strategy “Fixed CPM” shall be set by the advertiser via the interface by means of indicating the current CPM of placement, but no less than the entry threshold (minimum CPM).
    c. Bidding step = RUB 1 (one) per thousand impressions (excl. VAT).
  7. When calculating the cost, no seasonal rate applies.

Services are provided on terms and conditions described above together with the General terms and conditions available at: https://yandex.com/adv/general-provisions