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- name: generator
content: Diplodoc Platform v5.52.0
alternate:
- https://yandex.com/support/direct/en/technologies-and-services/behavioral-targeting.md
- https://yandex.com/support/direct/ru/technologies-and-services/behavioral-targeting.md
- https://yandex.com/support/direct/tr/technologies-and-services/behavioral-targeting.md
- https://yandex.com/support/direct/zh/technologies-and-services/behavioral-targeting.md
- href: en/technologies-and-services/behavioral-targeting.md
type: text/markdown
title: Markdown version
- href: ../llms.txt
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title: llms.txt
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/direct/en/llms.txt
# Behavioral targeting
In the Yandex Advertising Network and ad exchanges, ads may be served through a process called behavioral targeting, which is when the served ads are tailored to the interest of users. By analyzing the behavior of users on the internet, in particular their search queries, Yandex selects the most relevant ad promotions for them. User interests are divided into short term and long term. If the user's preferences change, then the subject of the ad offer also changes.
## Why is behavioral targeting useful? {#behavioral-efficiency}
Behavioral targeting allows you to serve ads to users who are actively interested in the advertised product or service. You can appeal to your target audience even on pages whose content does not match the subject of your ads. Statistics show that behavioral targeting generates in ad networks more than 80% of click throughs and conversions in all subjects where it can be used.
## How data on user interests is collected {#behavioral-personal-data}
[Cookies](https://yandex.com/support/common/browsers-settings/browsers-cookies.html) are used to determine user interests. All data processed by Yandex is protected by the [Privacy Policy](http://legal.yandex.com/confidential/) and cannot be transferred to third parties. If a user does not want their personal interests considered when ads are displayed, they can opt out in the [settings](http://tune.yandex.com/adv/).
Yandex does not use behavioral targeting to serve ads of a personal nature (such as some aspects of medicine, dating).
#### Have questions? {#questions}
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Our customer support can only assist you with campaigns linked to the username you are contacting us from. You can check your username by opening [ya.ru](http://ya.ru/) in another browser tab. Our team can access your data only when processing your request.
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Scan the QR code or tap it to follow the link.
If you select Telegram or WhatsApp, keep in mind that Yandex does not control and is not liable for how third-party messengers store your data and chat history.
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You can contact us from 10:00 to 19:00 (UTC+3) by phone:
**Moscow**: [+7 495 139-91-93](tel:+74951399193)
**Russia**: [8 (800) 700-47-45](tel:88007004745) (toll-free within Russia)
To access campaigns, the customer service specialist will need your [PIN](https://yandex.com/support/direct/en/troubleshooting/pin-code.md).
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