Adding and setting up channels

Channel requirements

For Telegram and MAX, we support channels only, so you won't be able to connect group chats or bots to the Yandex Advertising Network. To monetize your channel with the Yandex Advertising Network, you need to ensure that it complies with the general resource requirements outlined in the Rules of participation in the Yandex Advertising Network and meets the following conditions:

  • The channel was created more than 1 month ago.
  • The channel has at least 1000 subscribers.
  • The most recent post was published within the last 14 days.
  • Each post gets at least 300 views within 48 hours.
  • Channel content doesn't violate the content and topic requirements, applicable laws, and the Rules of participation in the Yandex Advertising Network.
  • Channel audience is mainly located in Russia, Belarus, Uzbekistan, Kazakhstan, or Türkiye, and channel content is primarily in Russian, English, Uzbek, or Kazakh.

Warning

We do not guarantee impressions on channels whose primary audience is located elsewhere. Most of our advertisers are Russian brands and companies.

  • Advertising is possible if the channel's content can appeal to a broad audience: for example, if your channel is dedicated to international tourism and publishes reviews for international brands and products.
  • Impressions may be unavailable for channels with a strong regional focus because such channels typically have an audience whose interests are centered on local goods, services, and events and don't overlap with offerings from Russian advertisers.

If you choose the marketplace model (not available for MAX), your channel will be reviewed by a multi-factor scoring system. This system evaluates your channel's quality based on extra criteria such as:

  • Audience engagement. The channel has enough reactions, comments, and reposts from real users.

  • Channel data is available in popular analytics services.

  • The channel doesn't use fraudulent methods to inflate views, clicks, or subscribers.

  • Overall content quality. The channel features visually appealing photos and videos, a consistent visual style, well-structured and meaningful text, and a minimum of offensive language.

  • The channel was created more than 1 month ago.
  • The channel has at least 1000 subscribers.
  • The most recent post was published within the last 14 days.
  • Each post gets at least 100 views within 48 hours.
  • Channel content doesn't violate the content and topic requirements, applicable laws, and the Rules of participation in the Yandex Advertising Network.
  • Channel audience is mainly located in Russia, Belarus, Uzbekistan, Kazakhstan, or Türkiye, and channel content is primarily in Russian or English.

Warning

We do not guarantee impressions on channels whose primary audience is located elsewhere. Most of our advertisers are Russian brands and companies.

  • Advertising is possible if the channel's content can appeal to a broad audience: for example, if your channel is dedicated to international tourism and publishes reviews for international brands and products.
  • Impressions may be unavailable for channels with a strong regional focus because such channels typically have an audience whose interests are centered on local goods, services, and events and don't overlap with offerings from Russian advertisers.

Channel monetization models

The Yandex Advertising Network offers two monetization models:

Auction-based model

  • Auction-based pricing. The cost per thousand views (CPM) is determined based on an auction and depends on the channel's performance and conversion rate.

  • Automatic ad selection. Ads are displayed in channels that match the ad campaign settings. They are defined by the advertiser when placing ads.

  • Universal ads. The advertiser creates a single ad text and set of images or videos for their ad to be shown in various channels.

  • The advertiser’s goal is getting conversions. Their top priority is ad effectiveness: attracting an audience, driving conversions, and boosting sales.

Marketplace model

  • The channel sets the ad cost. The channel owner sets the CPM for an ad post and gets paid for the actual number of views.

  • The advertiser selects a channel. The decision is based on the channel's pricing, topic, subscriber engagement, and brand audience match.

  • Personalized ads. The advertiser can create ad texts, images, and videos for each channel individually.

  • The advertiser’s goal is to expand reach. The advertiser aims to boost brand recognition and shape the perception of their brand, product, or service.

A channel can use both models at the same time if it passes moderation for each of them. In this case, the marketplace model takes priority to fill slots, with auction ads filling any slots that remain.

Setting up channels

  1. Go to the Ads in messaging apps tab and press Add channel.

  2. Specify the settings:

    • Name: Enter the channel name.

    • Link: Add a permanent link to the channel.

      For public channels:

      • Enter a link to the channel:

        • Telegram — t.me/channelname

        • MAX — web.max.ru/-channel_id

          For a MAX channel, use a URL containing the channel's numeric ID to prevent errors and ensure it's added correctly. You can find this URL in your browser's address bar when using the web version of MAX:

          • Go to web.max.ru.
          • Go to the channel you want to add. The page URL will be in this format: web.max.ru/-12345678, where the numbers at the end are the channel ID.

      For private channels:

      • Enter a link to any post from the channel:
        • Telegram — t.me/c/channel_id/id
        • MAX — max.ru/c/channel_id/id

      Invite links aren't supported.

    • Channel topics: Select the appropriate topics from the list.

    • Maximum number of posts per week: Select the maximum number of ad posts per week — from 1 to 28. A maximum of 4 posts can be displayed per day.

    • The time of publication of the advertisement: Select the time intervals when you want the bot to post ads.

      Note

      The calendar displays time in the UTC+3 time zone.

      Only one ad post is made in a single time interval. When you choose more than four intervals per day, ads appear in a random order in any of them, but no more than four times a day. To display one or two ads per day, select one or two intervals. After the schedule is updated, we'll need about two hours to apply the new settings.

      When you set up direct placements through Adfox, ads appear in the time intervals you specify in the schedule. These ads take priority over ads from the Yandex Advertising Network.

      Warning

      There should be at least one post with normal content between ad messages in the channel. Two ad messages in a row won't be published even if the last ad is deleted. To make sure the bot publishes new ads, create a normal post with channel-specific content.

    • Monetization model: Choose a monetization model for your channel.


      • Enable the Auction model option.

      • CPM Limitation: Limit the minimum cost per impression.

        If you chose CPM threshold, also set a Minimum CPM floor in rubles.

      • Advertising selection strategy: Use the scale to indicate whether you want ads to be served based on your channel topic or ad revenue.

        Available strategies:

        • Highest relevance: Prioritize ads that are most relevant to the channel topic.
        • Moderate relevance: Serve ads based on the ad topic and impression cost, prioritizing those that at least partially match the channel's topic and generate more revenue.
        • Balanced: Maintain a balance between the relevance and revenue from the ads served.
        • Optimal: Serve ads that generate more revenue but might not match the topic of the channel.
        • Maximum revenue: Prioritize ads with a higher impression cost and no topic restrictions.

        Note

        If you opt for a strategy that prioritizes relevance to the channel's topic, you may see fewer ad posts.

        How we select ads for channels:

      • Enable the Marketplace model option.

      • CPM rate: set your CPM for ads. Keep in mind that setting a cost that's too high may reduce your chances of selling ad placements, because advertisers choose channels based on the optimal balance between placement cost and content metrics (topic, views, audience engagement).

  3. Click Next.

  4. In the window that opens, wait for the Yandex Advertising Network to select a bot for your channel.

    1. Follow the link to the bot.

    2. Open its description.

    3. Click Add to Group or Channel and select your channel.

      How it works

      If you only see the Add to Group button

      Go to the mobile app or do the following in the desktop version:

      1. Copy the bot name from the Username field.
      2. Go to your channel.
      3. Press Manage Channel → Administrators → Add Administrator.
      4. Paste the copied bot name into the search bar.

    4. This will open a window with permissions:

    • If you have a public channel, allow the bot to post messages in the channel and assign it administrator rights.

      How it works

    • For private channels:

      Once added to your channel, the bot will create a special invite link. This link will appear in the messaging app under Additional link, alongside other invite links. Please don't delete the link and don't change its settings.

      You'll see this exact link in the Yandex Advertising Network interface, under your channel. It will update automatically. Only advertisers showing ads on your channel will be able to see this link in Yandex Direct.

    1. Search for the bot in MAX and tap Start.

    2. Open the channel and select its name in the header. A page with the channel settings opens.

    3. Tap Add follower and select the bot from the list.

    4. Tap Add follower so the bot appears in the follower list.

      How it works

    5. Go to the Admins section and tap Add admin.

    6. Select the bot from your channel's member list.

    7. Allow the bot to create posts and delete posts from other users.

    8. Tap Make admin. You'll see the message: You have assigned an admin.

    How it works

  5. In the Yandex Advertising Network interface, click Complete.

You'll see the added channel with a unique Page ID in the Ads in messaging apps tab. The channel will be submitted for moderation after you add the bot.

The bot will start posting ads in the channel only after it passes moderation.

Setting up ad impressions

In the Yandex Advertising Network interface, you can configure ad impressions in your channel. To change these parameters, go to Ad impression settings.

In this section, you can restrict ad impressions:

  • By topic

    Block specific topics if you don't want to serve ads related to those categories in your channel.

    You can manage the display of sensitive ad categories for channels with a Russian audience. These categories include:

    • Microlenders (MFOs).
    • Loans.
    • Savings instruments offered by microlenders and credit unions.
    • Investment products offered by microlenders and credit unions. To allow these categories, select Allow ads from sensitive categories.

  • By domain or bundle

    Block impressions for ads from specific sites (domains) or apps (bundles).

This way you can exclude unwanted ads and serve only those that match your channel's content.

Note

Keep in mind that excluding categories, domains, or brands from ad impressions reduce the number of ads competing in auctions, which may impact your revenue. A broader ad pool leads to higher impression prices and more effective monetization. That's why we don't recommend excluding popular ad categories or major sites.

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The Yandex Advertising Network doesn't allow channels with:

  • Political or military-related content.
  • Tragic or shocking content.
  • Typos and grammatical errors in a significant number of posts.
  • Profanities and obscene language in the channel name, description, link, or a significant number of posts, unless this language is completely obscured.
  • A significant number of posts copied from other sites or reposted from other channels.
  • Nonsensical, incoherent text.
  • Calls to watch or click ads.
  • Fraudulent methods for getting views, clicks, and subscribers.

We look at a number of factors when assessing your audience, including the channel description and content.

Depending on the legal entity with which you're signing the Yandex Advertising Network offer, the following rules of participation may apply to you:

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