Yandex Audience
Yandex Audience is a service that enables you to use your own target audience data, as well as Yandex data, to configure ad campaigns. With Yandex Audience, you can serve ads to your existing customers, as well as attract new potential customers. To learn more about the service, see Yandex Audience Help.
Decide who you want to show your ad to, and create a matching Yandex Audience segment with the data of these people. The table below lists the types of segments you can create and use in Yandex Direct.
| Segment | Who appears in segment | Examples of segment usage |
|---|---|---|
| Based on my data | Offline customers, whose data must be uploaded from your CRM. The file may contain mobile phone numbers, email addresses or mobile device IDs. | Informing customers about discounts or special offers. To do this, create a segment based on your uploaded data by using a file containing customer email addresses. |
| Based on AppMetrica data | Users of your mobile app. | You can inform those who have not used your app in more than three months about updates. To do this, create a segment which specifies the required AppMetrica data. |
| Based on location data | Users that visit locations you chose. | Serve ads to users who live near your cafe. To do this, create a segment based on location data by selecting the required regions from the map. |
| Based on pixel | Users who saw your display ad or video clip that contains a tracking pixel. | Show ads to those who have seen your banner at least twice and are therefore familiar with the brand and may become a customer. To do this in Yandex Audience, create a pixel, insert it in a banner, and create a segment based on a pixel. |
| Similar users | Users whose interests and behavior online is similar to the interests and behavior of users in one of your segments. | Find people who are similar to your customers and present them with introductory discounts. To do this, create a similar users segment based on a segment of your existing users. |
| Based on DMP data | Users pre-selected by data providers (DMP) based on criteria such as age, interests, device ownership, or profession. In Yandex Direct, you can only use free segments that the DMPs have given you access to. | Serve ads only to users that interest you: this will prevent your ad budget from spending on non-target impressions. |
| Segment | Who appears in segment | Examples of segment usage |
|---|---|---|
| Based on my data | Offline customers, whose data must be uploaded from your CRM. The file may contain mobile phone numbers, email addresses or mobile device IDs. | Informing customers about discounts or special offers. To do this, create a segment based on your uploaded data by using a file containing customer email addresses. |
| Based on AppMetrica data | Users of your mobile app. | You can inform those who have not used your app in more than three months about updates. To do this, create a segment which specifies the required AppMetrica data. |
| Based on location data | Users that visit locations you chose. | Serve ads to users who live near your cafe. To do this, create a segment based on location data by selecting the required regions from the map. |
| Based on pixel | Users who saw your display ad or video clip that contains a tracking pixel. | Show ads to those who have seen your banner at least twice and are therefore familiar with the brand and may become a customer. To do this in Yandex Audience, create a pixel, insert it in a banner, and create a segment based on a pixel. |
| Similar users | Users whose interests and behavior online is similar to the interests and behavior of users in one of your segments. | Find people who are similar to your customers and present them with introductory discounts. To do this, create a similar users segment based on a segment of your existing users. |
| Based on DMP data | Users pre-selected by data providers (DMP) based on criteria such as age, interests, device ownership, or profession. In Yandex Direct, you can only use free segments that the DMPs have given you access to. | Serve ads only to users that interest you: this will prevent your ad budget from spending on non-target impressions. |
When a segment is processed, the source data is compared with all user data that has been accumulated by Yandex. The segment contains all anonymous identifiers of found users that are known to Yandex. Then you can use this segment in Yandex.Direct to configure:
