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. One type of contextual ads is content-based advertising.
Content-based advertising
Ads that match the content of web pages or the user's interests.
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.
Offer agreement
The “Yandex Advertising Network Terms of Participation” posted online at https://yandex.com/legal/partner_ch/index.html, 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.
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.
Username
A unique name for your Yandex ID that you will need to enter each time you log in to 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 Terms of Participation of the Yandex Advertising Network.
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.
Mirror
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.
Ad block
A place where ads or media banners are displayed. An ad block may include several ads of the same type.
Ad
Advertising material containing information about a product or service, a link to the site, details, and other information.
DSP (Demand Side Platform)
An advertising system tailored to the advertisers' interests. DSPs act as buyers of ad impressions on the Yandex Advertising network.
SSP (Supply Side Platform)
An advertising system tailored to the the interests of ad space owners: websites, mobile apps, Smart TV apps, and so on.
CPM threshold
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.
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.
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 block.
Alternative code, other network's code
Alternative ad code added to the Custom ad code field.

Ads in videos

Video ads
Video ads Yandex Advertising Network partners can host video ads in InStream format.
Video resource, resource
Combination of places where video ads are displayed on the same platform (website, mobile app, or Smart TV app).
Video partner
A partner who placed a video ad on their video resource (website, mobile app, or Smart TV app).
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.

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
Messages, such as those sent by the Yandex RTB system, that act as notifications for an available partner ad block, which trigger the DSP to take part in the auction for this block's ad impressions.
Renderings
Ad displays picked as a response to a request sent to the Yandex RTB system (as an example), which consist of ads or banners over the CPM threshold). If a rendering matches the visibility conditions, it is counted as an impression.
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 Setting up RTB blocks.
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).
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 even if the internet connection is slow (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).