Ads in Telegram channels (β)

With the Yandex Advertising Network, you can have Yandex Direct ads displayed as advertising posts and get paid for impressions. Currently, we only support Telegram channels, so you won't be able to connect a group chat to the Yandex Advertising Network.

Advantages of channel monetization with the Yandex Advertising Network:

• Saving time on finding advertisers. Yandex Direct algorithms select ads from a large database of verified advertisers, and our bot automatically publishes ads.

• Regular payments — once a month. Receive your revenue monthly, provided your earnings meet the threshold. Learn more about revenue payments

• Ad quality. In your channel, we publish ads containing an image or short video, text, and links to the advertiser's site. Each ad passes strict moderation before impressions begin.

• Automatic ad labeling. Ads have a special “Ad” label and a token in the link. For partners who are residents of the Russian Federation, ad data is automatically transmitted to the state register (ERIR) via the Yandex advertising data operator.

• Automatic ad placement. As a channel owner, you control ad publication time and frequency and set the minimum CPM. Yandex Advertising Network algorithms handle ad selection, moderation, and placement.

• Advanced analytics about your channel and audience. Analytics help channel owners improve content quality, boost audience engagement, and evaluate ad placement effectiveness.

How it works

You add a channel to the Yandex Advertising Network and grant administrator rights to the Yandex Advertising Network bot. If the channel passes moderation, the bot posts advertising messages on the channel according to the specified settings.

You will get paid only for for those ad views that took place within the first 48 hours of ad publication. The bot automatically deletes ad posts 46–48 hours after the publication. If, for some reason, the ad isn't automatically deleted after 48 hours, delete it manually.

Ads available for display on Telegram are selected from the Yandex Direct database based on your channel's category and CPM strategy. An ad may contain:

• An image or video.
• A clickable title and a call-to-action with a link to the advertised site.
• Text.
• An “Ad” label.
• Landing domain.
• A link to advertiser information.

Channel monetization models

There are two monetization models for Telegram channels available in the Yandex Advertising Network: Auction and Marketplace. A Telegram channel can use both models at the same time if it passes moderation for each of them. In this case, the Marketplace model has priority for filling ad slots, while the Auction model backfills any remaining slots set in the Yandex Advertising Network interface.

Model features:

Channel requirements

Currently, we support only Telegram channels, 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 months ago.
• The channel has at least 1500 subscribers.
• The most recent post was published within the last 14 days.
• Each post gets at least 300 views within 48 hours.
• Majority of the channel's audience is in Russia, Belarus, Uzbekistan, Kazakhstan, or Türkiye, and its content is primarily in Russian, Uzbek, Kazakh, or Turkish.
• The channel's content doesn't violate the content and topic requirements, applicable laws, and the Rules of Participation in the Yandex Advertising Network.

If you choose the Marketplace monetization model, a multi-factor scoring system is used to review your channel. It evaluates your channel's quality using 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.

How to enable ads

1. Go to the Telegram ads tab and click Add channel.

2. Specify the settings:

   • Name: Enter the channel name.

   • Link: Add a permanent link to the channel formatted as https://t.me/channelname or a link to a post formatted as https://t.me/c/channel_id/id. An invitation link will not work.

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

   • Login of the channel administrator: Enter a username in @username format.

   • Maximum number of posts per week: Select the maximum number of ad posts per week — from 1 to 21. A maximum of 3 posts can be displayed per day.

     If you're setting up direct placements through Adfox and want to set a general limit for Adfox and Yandex Advertising Network posts, enable the option Apply a restriction for Adfox posts.

   • 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 three intervals per day, ads appear in a random order in any of them, but no more than three times per 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. We recommend setting up both models to maximize your channel’s revenue. The steps to configure each model vary:

     
     
     Auction

     Marketplace

     • Enable the Auction 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 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).

     Warning

     If you are setting up direct placements through Adfox, select Connect Adfox under Direct sale on Telegram. If you disable the Yandex Advertising Network ad impressions, you don't need to configure the Auction or Marketplace model.

3. Click Next.

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

5. Open the bot description. Click Add to Group or Channel and select your channel.

   What it looks like

   

   

   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. Click Manage Channel → Administrators → Add Administrator.
   4. Paste the copied bot name into the search bar.

6. 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.

     What it looks like

     

   • If you have a private channel, allow the bot to post messages and add subscribers (create invite links) to the channel, and assign it administrator rights.

     What it looks like

     

     Once added to your channel, the bot will create a special invite link. This link will appear in the Additional link field with other invite links in Telegram. 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.

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

You'll see the added channel with a unique Page ID in the Telegram ads 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.

Channel moderation

Usually, the channel moderation process takes less than a day. However, it can take longer in some rare cases.

If you choose the Marketplace monetization model, a multi-factor scoring system is used to review your channel. It evaluates your channel's quality using extra criteria.

The moderation decision will appear in the Notifications tab of the Yandex Advertising Network interface. We'll also send a message to the email address that you used to register in the Yandex Advertising Network.

• If the channel passes moderation, its status changes to Active, and the channel will begin to post ads.
• If the channel fails moderation, check why it was rejected. If possible, fix the errors and resubmit the channel for moderation.

Why might the Yandex Advertising Network reject a channel?

The channel was created less than 1 month ago

The channel has less than 1500 subscribers

Your channel doesn't work

Not enough post views

Your specified channel link is incorrect

The channel doesn't have any content

The channel has no new posts

The bot hasn't been added to the channel or it doesn't have administrator rights

An ad post was edited

The channel's region isn't supported

The channel's language isn't supported

The channel's topic or some of its posts don't meet the service requirements

The channel doesn't meet the content quality requirements

The channel doesn't meet the Rules of Participation in the Yandex Advertising Network for other reasons

If your resource was blocked due to invalid clicks and impressions, but you believe that it doesn't violate the Rules of participation in Yandex Advertising Network and the requirements for placing ad units, submit a review blocking application. Your resource will be verified again, but this doesn't guarantee a revision of the decision.

Brand Safety mechanism

The Yandex Advertising Network uses a Brand Safety mechanism, which ensures that ads in Telegram channels don't get posted next to unsafe content.

Unsafe content includes:

• Tragic content.

• Violent and shocking content.

• Terrorism.

• Gambling.

• Obscene and adult content.

About Brand Safety

The Brand Safety mechanism for Telegram ads implements a two-stage model for reviewing content:

1. Before posting

   Yandex algorithms analyze dozens of posts in the Telegram channel where the ad is supposed to be posted, checking both recent and older content. If the system detects unsafe content, the ad isn't posted.

2. After posting

   After the ad is posted, the algorithms continue to monitor the channel, analyzing all new posts. If unsafe content appears in the channel after the ad has been posted, the ad post is deleted.

Make sure that your content complies with the safety requirements to allow ads to run on your channel without being taken down.

Revenue

You get paid for viewable impressions. Viewable impressions are views of a post on Telegram that occur within 48 hours of posting an ad.

Channel analysis

You can analyze Telegram channels in two ways in the Yandex Advertising Network:

• Advanced analytics on the About channel page. Provides data on your audience, engagement, and ad performance.

• Standard reports in the Statistics tab. These reports show you the essential metrics for ads placed via the Yandex Advertising Network.

Editing channels

Once you've connected your channel, you can update its settings at any time. To do this:

1. In the Yandex Advertising Network interface, open the Telegram ads tab.
2. In the line with the channel name, click Edit.
3. Make your changes and click Save.

Changes take effect immediately after saving.

Changing monetization model settings

Changing your channel type to private

To make a channel private and continue its monetization:

1. In Telegram, grant the advertising bot permission to add subscribers (create invite links).
2. Change the channel type to Private.

After making your Telegram channel private, you don't need to add a new channel or update the channel link in the Yandex Advertising Network interface. The Link field will update automatically, and ad impressions will continue as long as your channel meets the requirements. You can view the statistics and edit the settings of your Telegram channel in the Yandex Advertising Network channel that you added earlier.

Transferring channels between accounts

You can transfer your channel to a different Yandex Advertising Network account if your Telegram username is linked to Yandex ID and matches the username of the channel owner. To do this:

1. Link your Telegram username to Yandex ID.
2. Log in to the Yandex Advertising Network account that you want to transfer your channel to.
3. Add your channel to the new account following the instructions.

Once added, the channel is submitted for moderation and archived in the source account.

Disabling ads in channels

You don't need to remove the bot from your channel to suspend impressions. In the Yandex Advertising Network interface, click  → Stop impressions in the list of channels. You can resume impressions by clicking Start impressions.

To fully archive the channel:

1. In the channel settings, remove the Yandex Advertising Network bot from the list of administrators.

2. Archive the channel:

   1. In the Yandex Advertising Network interface, open the Telegram ads tab.
   2. In the line with the channel name, click Archive.

Clearing the channel ownership attribute

To transfer ownership of the channel to another person, archive it, then clear the ownership attribute. This will allow the new owner to specify the channel in their account and start monetizing it.

To clear the ownership attribute:

1. Find the desired channel in the list.

2. Click Change ownership status.

3. Confirm the action. Please be aware that this action can't be undone.

The channel status will change to “Ownership not confirmed”. The new owner can then specify the channel in their account, complete the standard ownership verification procedure, and start monetizing it.

Contact support

Write to WhatsApp

Go to WhatsApp

Write to Telegram

Go to Telegram

Write to chat

Send an email

Posts on tragic topics.

Images and videos that may shock users, such as medical details of diseases and surgeries, cruel fighting, animal duels, car accidents with victims, and so on.

There's no distinction between impressions and viewable impressions in the context of Telegram ads.

There's no distinction between impressions and viewable impressions in the context of Telegram ads.

There's no distinction between impressions and viewable impressions in the context of Telegram ads.

To copy the link to a post:

• On a mobile device, tap the post in the channel and select Copy Link.
• On a desktop device, right-click the post and select Copy Post Link.

The bot needs the permission to add subscribers to create a new invite link. The bot won't add new subscribers.

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

• Russia
• UAE and Armenia
• Belarus
• Kazakhstan

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

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.

Only for partners who are residents of the Russian Federation.

Engagement rate by reach (ERR), which is the percentage of subscribers who read posts, including within the first 24 hours.

Click-through rate of an ad post, which is the percentage of subscribers who click ads.

Fill rate of ad slots with ads from the Yandex Advertising Network.

• 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.