While working with the Yandex Advertising Network, you'll come across some special terms.
An account with the partner's unique login, which is linked to an agreement with the Yandex Advertising Network. Multiple sites and, consequently, multiple ad platforms can be registered under one account.
Advertising material containing information about a product or service, a link to the site, details, and other information.
Ad block
A place where ads or media banners are displayed. An ad unit may include several ads of the same type.
Ad platform
Combination of places where ads are displayed on one site that is part of the Yandex Advertising Network, including possible mirrors. Several ad platforms (of various types or for various sections) may be established on one site.
Alternative ad, or your own ad
Partner's own ads (promotion for their site, ads for their products, services, and more). Partner ads are displayed if no suitable display offer has been found on the auction. For more information, see Setting up an RTB unit.
Alternative code, other network's code
Alternative ad code added to the Custom ad code field.
AMP pages (faster mobile pages)
A technology that allows mobile device and tablet users to quickly load sites (see Advertising on AMP pages).
Asynchronous method for calling ads
Method for downloading ads in parallel with the main content of the page.
Number of actual users who view the site. The Partner resource quality section describes how the quality of the site affects the site's revenue in the Yandex Advertising Network.
Click on an ad link that takes the user to the advertiser's site or vCard.
Content-based advertising
Ads that match the content of web pages or the user's interests.
Contextual advertising
Ads with content that matches the context of a web page, the user's search terms, or the user's interests. One type of contextual ads is content-based advertising.
CPC (Cost per Click)
Amount paid by the advertiser for each click on its advertisement.
CPM (Cost per Mille)
Cost per one thousand ad unit impressions for an advertiser.
CPM floor
CPM (Cost per Mille) If the auction bids do not reach this threshold, alternative (your own) ads, whose code you specified in the dedicated field, are displayed instead.
CPMV (Cost per Mille Viewable ads)
Cost per one thousand ad unit impressions based on ad unit viewability validation.
CTR (Click-Through Rate)
The ratio of ad clicks to the number of impressions.
Custom ad requests
Requests sent to the Yandex RTB system (as an example), which returned no ads to display in the DSP and called its ad code. For more information about setting up your ad display, see Displaying your own ads in an RTB unit.
DSP (Demand Side Platform)
An advertising system tailored to the advertisers' interests. DSPs act as buyers of impressions on the Yandex Advertising network.
Fill rate
The ratio of served impressions to requests (percentage).
Invalid (fraudulent or erroneous) clicks.
Impressions of own ads
Displaying alternative (own) ads to the user when the DSP failed to choose an ad to display. The impressions of own ads are only included in the statistics if you added the ad code via the YAN interface.
A video ad format which embeds the ad in a video stream and can be played before the main video, in the middle of it, or at the end.
Match rate
The ratio of served impressions to requests (percentage).
A method of machine learning developed by Yandex. Use of MatrixNet in the Advertising Network helps predict the likelihood of a click-through on an ad (see MatrixNet).
Media ads
Media ads are intended to evoke an emotional response in the audience. Such advertising does not have to (but can) match the page context or user's interests. The primary goal is to increase brand awareness and inform a broad audience about a product or an event.
Mirrors are sites that are complete or partial copies of each other (see Adding mirrors in the Yandex Advertising Network).
Mobile platform
Combination of places where ads are displayed in one mobile app. A partner can create several mobile platforms for a single mobile app in the Yandex Advertising Network interface.
Process of screening applications for a site's participation in the Yandex Advertising Network. Screening is performed by a moderator – a Yandex employee who makes sure that the partner's sites comply with the Terms of Participation of the Yandex Advertising Network.
Offer agreement
The “Yandex Advertising Network Terms of Participation” posted online at, as well as all documents that are considered an integral part of the document. To accept the Offer, you simply need to fill out the partner application.
Business or individual who owns an ad platform that is part of the Yandex Advertising Network. Partners get paid for placing ads on their ad platforms. A single partner can have multiple ad platforms.
Percentage of viewability (% of visibility)
The ratio of the number of impressions to the number of renderings.
A card in the recommendation widget with a link to an article selected based the visitor's interests.
Messages, such as those sent by the Yandex RTB system, that act as notifications for an available partner ad unit, which trigger the DSP to take part in the auction for this block's impressions.
A special program that automatically researches the content of web pages (see and Advertising network robot).
Cost per one thousand requests of all blocks, including those for which no advertising was selected.
RTB (Real-Time Bidding)
A technology used to sell and buy impressions based on real-time auctions (see Real-Time Bidding blocks).
Served impressions
The number of times an ad is sent (or served) to a publisher by the ad server.
Show rate (viewable)
The ratio of ad unit viewable impressions to served impressions (percentage).
SSP (Supply Side Platform)
An advertising system tailored to the interests of placement owners: websites, mobile apps, Smart TV apps, and so on.
Mechanism enabling you to distinguish a portion of the audience that meets defined criteria and then display certain ads only to them (see Behavioral targeting).
Total activity on a site.
Turbo pages
An ultra lightweight format of webpages that load fast and are easy to view on mobile devices even if the internet connection is slow (see Advertising on Turbo pages).
Unsold requests
Requests that failed to return ads for the DSP or display their own ads (provided that the code for their own ads have been previously added to the Custom ad code field).
A unique name for your Yandex ID that you'll need to enter each time you log in to the Yandex Advertising Network.
Video advertising
Video ads. Different video ad formats are available in the Yandex Advertising Network interface: video ads embedded in a video player (In-Stream), video ads in an ad unit on a site, rewarded videos, and interstitial video ads in mobile apps.
Video partner
A partner who placed a video ad on their video resource (website, mobile app, or Smart TV app).
Video resource, resource
Combination of places where video ads are displayed on the same platform (website, mobile app, or Smart TV app).
Viewable impressions
Impressions counted using viewability confirmation rules (when at least 50% of the unit is visible for no less than 2 seconds).