Yandex company blog

Yandex Teams Up With TikTok for New Advertising Opportunities

For over twenty years, we’ve been Russia’s leading digital advertiser, finding new and innovative ways to connect consumers with content. We introduced the first banner ad in Yandex Search in 1997, and four years later, we launched Russia’s first ad placement system with Yandex.Direct. Now Russia’s largest digital advertising platform, Yandex.Direct makes it easy for organizations to place ads within our search results, across the Yandex ecosystem, and on our partner sites in the Yandex Advertising Network (YAN). Our partner sites are central to the success of Yandex.Direct, and today, we’re excited to announce a new collaboration with one of the world’s fastest-growing video content networks, TikTok. Yandex.Direct advertisers will soon be able to place ads in TikTok within the standard YAN auction.

A social network built on curating and sharing 15-second video clips, TikTok’s global user base topped 800 million people in June according to eMarketer.  In the last month in Russia, TikTok was the third most downloaded free app on iOS and Android, according to AppAnnie statistics.  TikTok uses AI algorithms to create personalized feeds for users, ensuring that viewers see relevant content based on how they interact with videos.

As an AI leader ourselves, we use algorithms within Yandex.Direct to ensure we display the most contextually relevant ads to the right audiences.  Through our collaboration with TikTok, our advertising partners will be able to utilize our advanced ad platform to reach an engaged audience.  We will offer video ads within TikTok users’ curated feeds using a format we’ve adapted for the social platform.

An example of ads placed within TikTok using Yandex.Direct

After advertisers upload pictures and text, the platform automatically generates video ads with a fitting audio track and other interactive elements such as hearts for likes. The ad is then adapted to a mobile format for the app and shown to relevant TikTok users. Advertisers can target users by search interests, demographic characteristics, geography, and other parameters. 

To learn more about how to get started with digital advertising in Russia through Yandex.Direct, check out the website, where we have information on the platform, advertising tips, and success stories from our advertising partners.