Placement of social ads by non-profit organizations

Available formats

You can place social ads in the following formats:
  • Display banner on the Yandex Home page: Under the Yandex search bar and on a new tab in Yandex Browser. Such banners are seen by millions of users every day. For more information, see Display banner on the Yandex Home page.
  • Banner in ad networks: Targeting the desired audience in the Yandex Advertising Network. Setting up social ad impressions based on important user characteristics. For more information, see Display banners.
  • Video ads: Impressions on the Yandex Video Network's verified partners (for example, using InStream videos, InPage content, or Interstitial in-app ads). For more information, see Video Ads.
  • Text & Image Ads: Impressions in ad networks on desktop browsers, tablets, and mobile phones. For more information, see Text & Image ads.

Display banners on the Yandex Home page, banners in ad networks, and video ads are placed at a fixed CPM. Targeting restrictions apply to these formats. You will see the available options when creating an ad campaign.


Social ads can't be placed on Yandex search. Impressions on search will be restricted during moderation.

The ads are labeled with a “Social ad” icon. Information about advertisers and social ads will be openly published in the Social advertising report.

Getting started

To get access to social ad placement:

  1. Please read the moderation requirements for ads and advertised sites, as well as with Social advertising requirements.
  2. Create a new Yandex account. You can use this account only to place social ads in Yandex.Direct.

  3. Send a request for social advertising by filling out the form. In the form, enter the username for your new account (see paragraph 2).

Launching a campaign

The procedure for launching an ad campaign depends on the selected format:

In Yandex.Direct, you can create and manage social ad campaigns with a fixed CPM.

Step 1. Start creating a campaign and configure its parameters

Click Add campaign → PSA (reach). Enter the campaign name and link to the advertised site. Make settings:

  1. Set the display regions. In the Available products field, select:
    • Social. Home page. Moscow: If you want to display ads only in Moscow and the Moscow Oblast.
    • Social. Home page. Regions: If you need geotargeting for other Russian regions.

    You can't change your product choice after campaign creation.

  2. Set the campaign start and end dates. The campaigns are placed strictly by calendar week, so make sure that the campaign starts on Monday and ends on Sunday. The campaign dates can't be after the product validity dates.
  3. Set the number of impressions you want to get. It must be within the values specified in the product description.

    You can also cap impression frequency to limit how many times your campaign ads can be served to the same user.

  4. If available, select placement positions: on the desktop or mobile version of the Yandex Home page, or on the new tab page in Yandex Browser.
  5. If, when creating a campaign, you selected Social. Home page. Regions, set the display regions.

    If you selected Social. Home page. Moscow, then Moscow and the Moscow Oblast will be automatically set as the display region.

  6. Specify the Yandex Metrica tag on your website.
Step 2. Create an ad group.

After the ad campaign is created, the page opens where you can create the mandatory ad group. If available, you can set a profile for the audience you want to show your banners to.

Step 3. Add creatives

Add creatives of any size to the mandatory group: click Add → Upload creatives. Upload an image or HTML5 banner from your computer or choose a previously added banner. You can add any creatives to other ad groups.

Learn more about requirements for HTML5 banners and HTML5 banners with expandable block. The banners also must not violate the moderation requirements and formatting requirements:

Specify up to three links to the website. Make sure that the sequential number of the link matches the clickNum parameter value when calling the method homeExpandableDesktopBannerAPI.clickAndClose(clickNum) from the banner code.

Ad moderation

After you create your ads, they are checked for compliance with the design requirements and moderation rules: Social ads are subject to special moderation requirements.

In order to pass moderation, also make sure that you have enough funds on your shared account to pay for placement. If you can't deposit the total amount in full now, write to your Manager at Yandex.

On the campaign page, click  → Send to moderation and confirm that you agree with the terms of ad placement on Yandex. It usually takes the moderators a few hours to review ads.

Your moderation results will be emailed to the address you provided when you created the ad campaign.

Payment and campaign start

If you received a grant from the “Helping Hand” initiative, but the funds are not enough to run your campaign, you can pay the missing part yourself.

You can check the campaign status in the Status column. On the My campaigns page, click Columns and set up the status display.

Note. Information about advertisers and social ads will be openly published in the Social advertising report.