Glossary

Types of internet advertising

Contextual advertising
Ads with content that matches the context of a web page, the user's search terms, or the user's interests. Contextual advertising can be search-based or content-based.
Content-based advertising
Ads that match the content of web pages or the user's interests.
Search-based advertising
Ads that are displayed on search results pages and match the context of the search query. The search query is the text that the user entered in a search box in order to search for information.
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.

Basic terms

Partner
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.
Account
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.
Ad platform
Combination of places where ads are displayed on one site that is part of the Yandex Advertising Network, including possible mirrors. Multiple ad platforms can be set up on the same site (different types or for different sections of the site).
Mirror
Mirrors are sites that are complete or partial copies of each other (see Adding mirrors in the Yandex Advertising Network).
App
Combination of places where ads are displayed in one mobile app. A partner can create several apps for a single mobile app in the Yandex Advertising Network interface.
Video resource (resource)
Combination of places where video ads are displayed on the same platform (website, mobile app or Smart TV app).
Ad block
A place where ads or media banners are displayed. An ad block may include several ads of the same type.
Ad
An advertisement that is placed on a web page for advertising purposes. Usually such an ad serves as a link by which you can click through to the advertised site or to a page with more extensive information on the advertised merchandise.
Audience
Number of actual users who view the site. The section How the quality of partner sites is evaluated describes how the quality of the site affects the site's revenue on the Advertising Network.
Traffic
Total activity on a site.
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 Terms of Participation of the Yandex Advertising Network.

Statistics and revenue

Impression
Display of a web page's ad block, ad or banner to a user. In the Advertising Network, ad impressions are identified based on the verified visibility of ad blocks.
CPM (Cost per Mille)
Cost per one thousand ad block impressions for an advertiser.
eCPM (Effective Cost per Mille)
Cost per one thousand ad block renderings.
CPMV (Cost per Mille Viewable ads)
Cost per one thousand ad block impressions based on ad block visibility validation.
Click
Click on an ad link that takes the user to the advertiser's site or vCard.
Fraud
Invalid (fraudulent or erroneous) clicks.
CPC (Cost per Click)
Amount paid by the advertiser for each click on its advertisement.
CTR (Click-Through Rate)
The ratio of ad clicks to the number of impressions.
Requests
Ad code requests addressed to, for example, the Yandex RTB system.
Renderings
Requests, for example, to the Yandex RTB system for which a matching advertising to be displayed was successfully found (ads or banner ads that reached the CPM threshold were found).
Custom ad requests
Requests, for example, to the Yandex RTB system for which no matching advertising to be displayed was found, and the partner's own ad, which had been added in the interface-based code designer, was requested and displayed.
Unsold requests
Requests, for example, to the Yandex RTB system for which no matching advertising to be displayed was found, and the partner's own ad, which had been added in the interface-based code designer, was not requested or displayed.
Fill rate, or block fill rate
The ratio of the number of requests for which an ad to be displayed (rendered) was successfully found to the total number of requests.
RPM
Cost per one thousand requests of all blocks, including those for which no advertising was selected.

Technologies used in the Yandex Advertising Network

RTB (Real-Time Bidding)
A technology used to sell and buy ad impressions based on real-time auctions (see Real-Time Bidding blocks).
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 and Advertising network robot).
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 (see Advertising on Turbo pages).
AMP pages (faster mobile pages)
A technology that allows mobile device and tablet users to quickly load sites (see Advertising on AMP pages).