Glossary

While working with the Yandex Advertising Network, you'll come across some special terms.

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Account

An account with the partner's unique login, which is linked to an agreement with the Yandex Advertising Network. Multiple resources and multiple sites can be registered under one account.

Advertisement material containing information about a product or service, a link to the site, details, and other information.

Ad unit

A place where ads or media banners are displayed. An ad unit may include several ads of the same type.

Alternative ad, or your own ad

The 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 Configuring ad units.

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.

Asynchronous method for calling ads

Method for downloading ads in parallel with the main content of the page.

Audience

The number of actual users who view the site. The How resource quality affects revenue section describes how the quality of the site affects the site's revenue in the Yandex Advertising Network.

Click

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)

The amount paid by the advertiser for each click on its advertisement.

CPM (Cost per Mille)

The cost per one thousand ad unit impressions. Your partner can set the CPM floor (the minimum cost per one thousand impressions) in the ad unit settings. In statistical reports, the actual cost of one thousand impressions is displayed under eCPM and CPMV.

CPM floor

Minimum cost per one thousand impressions set by the partner. If the auction bids do not reach this amount, alternative (custom) ads whose code your partner specified in the dedicated field are displayed instead.

CPMV (Cost per Mille Viewable ads)

Cost per one thousand viewable impressions of an ad unit. An impression is considered viewable if at least 50% of the unit area is in the visible area of the screen for at least two seconds.

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 custom ads, see Displaying your own ads in an ad unit.

Display advertising

Display advertising is 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.

DSP (Demand Side Platform)

An advertisement system tailored to the advertisers' interests. DSPs act as buyers of impressions on the Yandex Advertising Network site.

eCPM (Effective Cost per Mille)

The cost of one thousand ad unit impressions in which at least one pixel of the ad unit was in the viewable area of the screen.

eCPM Served

The cost of one thousand served impressions.

Fill rate

The ratio of the number of served impressions to the number of requests (as a percentage).

Fraud

Invalid (fraudulent or erroneous) clicks.

Impressions

Impressions in which at least one pixel of the ad unit was in the viewable area of the screen.

InStream

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 the number of served impressions to the number of requests (as a percentage). We'll delete this indicator in the future, which is why we recommend using Fill rate.

MatrixNet

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).

Mirror

Mirrors are sites that are complete or partial copies of each other (see Adding mirrors in the Yandex Advertising Network).

Moderation

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 Rules of participation of the Yandex Advertising Network.

Offer

The “Yandex Advertising Network Terms of Offer” posted online at yandex.com/legal/yan_service_offer/, as well as all documents that are considered an integral part of the document. To accept the Offer, read the Offer.

Own ad views

Displaying alternative (custom) ads to the user when the DSP failed to choose an ad to display. The impressions of custom ads are only included in statistics if you added the ad code from the Yandex Advertising Network interface and at least 50% of the unit area is in the viewable area of the screen for at least 2 seconds.

Partner

Business or individual who owns a site that is part of the Yandex Advertising Network. Partners get paid for placing ads on their sites. A single partner can have multiple sites.

Recommendation

A card in the recommendation widget with a link to an article selected based on the visitor's interests.

Requests

The number of requests to the Yandex Advertising Network about available ads at the cost set by the partner.

Resource

In the Yandex Advertising Network, resources include: - Sites (including versions for desktops, tablets, and other mobile devices). - Mobile apps. - Video hosting services and other information resources available to users on the internet.

Robot

A special program that automatically researches the content of web pages (see Search engine robots and Advertising network robot).

RPM

The cost per one thousand requests of all units, 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).

Served impressions

The number of successful served impressions on the side of the Yandex Advertising Network.

Show rate

The ratio of the number of impressions to the number of served impressions (as a percentage).

Show rate (viewable)

The ratio of the number of viewable impressions to the number of served ads (as a percentage).

Site

The combination of ad placements on a single resource that is part of the Yandex Advertising Network, including possible mirrors. Multiple sites (of various types or for various sections) can be set up on the same resource.

SSP (Supply Side Platform)

An advertisement system tailored to the interests of placement owners: sites, mobile apps, Smart TV apps, and so on.

Targeting

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).

Traffic

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.

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).

Username

A unique name for your Yandex ID that you'll need to enter each time you log in to the Yandex Advertising Network.

Video ads

Video ad formats can be different: a video inside the main video content (InStream), a separate unit with an ad video on the site, a rewarded video, or an Interstitial video ad in the mobile app.

Video partner

A partner who placed a video ad on their video resource (site, mobile app, or Smart TV app).

Video resource, resource

The combination of places where video ads are displayed on the same resource (site, mobile app, or Smart TV app).

Viewable impressions

Impressions counted based on a viewability check: at least 50% of the unit area is in the viewable area of the screen for at least two seconds.

Types of internet advertising

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.

Display advertising

Display advertising is 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.

Basic terms

Account

An account with the partner's unique login, which is linked to an agreement with the Yandex Advertising Network. Multiple resources and multiple sites can be registered under one account.

Ad

Advertisement material containing information about a product or service, a link to the site, details, and other information.

Ad unit

A place where ads or media banners are displayed. An ad unit may include several ads of the same type.

Alternative ad, or your own ad

The 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 Configuring ad units.

Alternative code, other network's code

Alternative ad code added to the Custom ad code field.

Audience

The number of actual users who view the site. The How resource quality affects revenue section describes how the quality of the site affects the site's revenue in the Yandex Advertising Network.

CPM floor

Minimum cost per one thousand impressions set by the partner. If the auction bids do not reach this amount, alternative (custom) ads whose code your partner specified in the dedicated field are displayed instead.

DSP (Demand Side Platform)

An advertisement system tailored to the advertisers' interests. DSPs act as buyers of impressions on the Yandex Advertising Network site.

Mirror

Mirrors are sites that are complete or partial copies of each other (see Adding mirrors in the Yandex Advertising Network).

Moderation

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 Rules of participation of the Yandex Advertising Network.

Offer

The “Yandex Advertising Network Terms of Offer” posted online at yandex.com/legal/yan_service_offer/, as well as all documents that are considered an integral part of the document. To accept the Offer, read the Offer.

Partner

Business or individual who owns a site that is part of the Yandex Advertising Network. Partners get paid for placing ads on their sites. A single partner can have multiple sites.

Recommendation

A card in the recommendation widget with a link to an article selected based on the visitor's interests.

Site

The combination of ad placements on a single resource that is part of the Yandex Advertising Network, including possible mirrors. Multiple sites (of various types or for various sections) can be set up on the same resource.

SSP (Supply Side Platform)

An advertisement system tailored to the interests of placement owners: sites, mobile apps, Smart TV apps, and so on.

Traffic

Total activity on a site.

Username

A unique name for your Yandex ID that you'll need to enter each time you log in to the Yandex Advertising Network.

Ads in videos

InStream

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.

Video ads

Video ad formats can be different: a video inside the main video content (InStream), a separate unit with an ad video on the site, a rewarded video, or an Interstitial video ad in the mobile app.

Video partner

A partner who placed a video ad on their video resource (site, mobile app, or Smart TV app).

Video resource, resource

The combination of places where video ads are displayed on the same resource (site, mobile app, or Smart TV app).

Statistics and revenue

Click

Click on an ad link that takes the user to the advertiser's site or vCard.

CPC (Cost per Click)

The amount paid by the advertiser for each click on its advertisement.

CPM (Cost per Mille)

The cost per one thousand ad unit impressions. Your partner can set the CPM floor (the minimum cost per one thousand impressions) in the ad unit settings. In statistical reports, the actual cost of one thousand impressions is displayed under eCPM and CPMV.

CPMV (Cost per Mille Viewable ads)

Cost per one thousand viewable impressions of an ad unit. An impression is considered viewable if at least 50% of the unit area is in the visible area of the screen for at least two seconds.

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 custom ads, see Displaying your own ads in an ad unit.

eCPM (Effective Cost per Mille)

The cost of one thousand ad unit impressions in which at least one pixel of the ad unit was in the viewable area of the screen.

eCPM Served

The cost of one thousand served impressions.

Fill rate

The ratio of the number of served impressions to the number of requests (as a percentage).

Fraud

Invalid (fraudulent or erroneous) clicks.

Impressions

Impressions in which at least one pixel of the ad unit was in the viewable area of the screen.

Match rate

The ratio of the number of served impressions to the number of requests (as a percentage). We'll delete this indicator in the future, which is why we recommend using Fill rate.

Own ad views

Displaying alternative (custom) ads to the user when the DSP failed to choose an ad to display. The impressions of custom ads are only included in statistics if you added the ad code from the Yandex Advertising Network interface and at least 50% of the unit area is in the viewable area of the screen for at least 2 seconds.

Requests

The number of requests to the Yandex Advertising Network about available ads at the cost set by the partner.

RPM

The cost per one thousand requests of all units, including those for which no advertising was selected.

Served impressions

The number of successful served impressions on the side of the Yandex Advertising Network.

Show rate

The ratio of the number of impressions to the number of served impressions (as a percentage).

Show rate (viewable)

The ratio of the number of viewable impressions to the number of served ads (as a percentage).

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).

Viewable impressions

Impressions counted based on a viewability check: at least 50% of the unit area is in the viewable area of the screen for at least two seconds.

Technologies used in the Yandex Advertising Network

AMP pages (faster mobile pages)

A technology that allows mobile device and tablet users to quickly load sites.

Asynchronous method for calling ads

Method for downloading ads in parallel with the main content of the page.

MatrixNet

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).

Robot

A special program that automatically researches the content of web pages (see Search engine robots and Advertising network robot).

RTB (Real-Time Bidding)

A technology used to sell and buy impressions based on real-time auctions (see Real-Time Bidding).

Targeting

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).

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.

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