---
metadata:
- name: generator
content: Diplodoc Platform v5.52.0
alternate:
- https://yandex.com/support/direct/en/technologies-and-services/crypta.md
- https://yandex.com/support/direct/ru/technologies-and-services/crypta.md
- https://yandex.com/support/direct/tr/technologies-and-services/crypta.md
- https://yandex.com/support/direct/zh/technologies-and-services/crypta.md
- href: en/technologies-and-services/crypta.md
type: text/markdown
title: Markdown version
- href: ../llms.txt
type: text/markdown
title: llms.txt
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/support/direct/en/llms.txt
# Crypta
Crypta is a technology that identifies user characteristics crucial to your business, such as age, income level, interests, and neighborhood.
## How it works {#how-it-works}
Crypta technology is based on machine learning methods and determines whether a user can be included in a given group by their behavior on the internet. To do this, it researches typical representatives of this group behave on the internet. For example, it looks at what words they use in queries, what sites they visit, what time of day they go on the internet, and many other factors — only about 300. Data is updated daily to keep up with changes in people's interests and behavior.
{% note info %}
Crypta doesn't collect personal information or share it with advertisers. Crypta does not know the user's name, exact address, or other personal data.
{% endnote %}
Based on a combination of factors, Crypta calculates the probability that a user belongs to a particular group. The probability formula is also constantly being updated and corrected.
## How to identify users on different devices {#matching}
Every device and browser that a person uses to access the internet has its own unique identifier. Crypta can detect that all these identifiers belong to the same user based on how similar their behavior is across various devices or by using more precise factors, such as the same username. It also takes into account the fact that multiple people, such as family members or colleagues, might use the same device at once. That way Crypta provides a more complete portrait of the user.
## User household {#household}
With Crypta, you can identify groups of devices that belong to the same household: family, apartment, or private home. The system uses a set of mathematical algorithms to identify home network IP addresses, while filtering out office and public networks (among other indicators, it analyzes the frequency of activity and the number of users per IP address), and groups them into households.
## How it works for ads {#where-it-works}
Crypta user data is taken into account when Yandex ads are selected for display on Yandex Advertising Network sites. Crypta is used for targeting [display ads](https://yandex.com/support/direct/en/products-cpm-campaign/about.md) to users with certain characteristics (family status, profession, interests, and preferences). [Text & Image ads](https://yandex.com/support/direct/en/unified-performance-campaign/create-text-image.md) can be targeted based on short-term interests in unified performance campaigns. For example, if a user searched the internet for infant formula and ordered a taxi with a car seat, we can assume that they have a small child. Likewise, if the user viewed resources about advertising or development, it's likely they work as a marketing specialist or programmer (respectively). Crypta data is also used for [bid adjustments](https://yandex.com/support/direct/en/impressions/bids-adjustment.md) by gender and age.
{% note alert %}
Since June 30, Text & Image ads in unified performance campaigns are available for editing only. For campaigns that previously relied on Text & Image ads, create [combinatorial](https://yandex.com/support/direct/en/unified-performance-campaign/create-comb-ad.md) ads.
On July 14, existing Text & Image ads started upgrading to combinational ads. For more information, see [Upgrading Text & Image ads to combinatorial ads](https://yandex.com/support/direct/en/unified-performance-campaign/upgrade-to-comb.md).
{% endnote %}
The [Yandex Audience](https://yandex.ru/support/audience/index.html#index) service is based on Crypta. Yandex Audience lets you create custom segments, find lookalike audiences, and use these segments in your Yandex Direct campaigns. For example, in Yandex Audience you can build segments based on current coordinates and use them in campaigns targeted at residents of certain areas or who are near a specific location.
#### Have questions? {#questions}
{% note alert %}
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.
{% endnote %}
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.
{% cut "Call" %}
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).
{% endcut %}
{% cut "Leave a message" %}
{% endcut %}
