Yandex Audience segments

Targeting by Yandex Audience segments allows you to use first-party user data, as well as data from Crypta and third-party data management platforms (DMPs), to set up ad campaigns.

You can either target specific user categories with your ads or exclude a selected audience segment.

Custom segments

With Yandex Audience, you can create custom segments based on uploaded data (email addresses, mobile phone numbers, or mobile device IDs).

Creating and using segments based on uploaded data, as well as similar users segments (Look-alike technology), is free for all Adfox partners.

Alert

You can't use segments based on location data for targeting.

To learn how to add a custom segment, see Yandex Audience Help. Once your segment's status changes to Ready, it appears in the Adfox interface under Targeting → Yandex Audience segments. This happens automatically if you use the same Yandex ID in both Adfox and Yandex Audience. If you want to use segments from another account, grant your Adfox account access to the segment in the Yandex Audience interface.

Crypta segments

Crypta is a Yandex technology for analyzing user behavior online. With Crypta, you can target users by age, income, and habits. Learn more about this technology

All Adfox partners have free access to Crypta segments — no need to register with Yandex Audience. You can find the segments in the campaign settings under Targeting → Yandex Audience segments in the DMP Crypta segments treе.

Setting up targeting in Adfox

Go to Targeting → Add a targeting condition → Yandex Audience segments.
Choose the condition to apply to included and excluded audience segments within each group:
- AND: The user must match all of the selected segments.
- OR: The user must match at least one of the selected segments.
Note that only the AND condition can apply between groups of included segments and excluded segments.
Set up the targeting criteria:
- In the Included segments search bar, select the segments the user must belong to.
- In the Excluded segments search bar, select the segments the user must not belong to.
Click Apply and save the targeting condition.

When you use custom segments for the first time, it may take several hours to enable targeting. We recommend setting up targeting in advance, before the ad campaign starts running. If you have already used the custom segment, targeting will be enabled right away.

Examples of solutions

Using first-party data
With Yandex Audience, you can leverage first-party data obtained from your site, app, or other platform.

By analyzing audience behavior on the platform (for example, with Yandex Metrica or AppMetrica), you can see how user interests translate into their actions. For example, owners of a particular car model tend to spend more time in sections dedicated to that model, while football fans are more likely to watch broadcasts featuring their favorite team. Using data from the Yandex Audience tags, you can also segment users by similar behavior, providing advertisers with more granular and precise targeting options.

If you want to address users who have seen the advertiser's banner or video (for example, to adjust the impression frequency or to serve a different creative to this audience), you can create a segment for them using the Yandex Audience pixel.

You can also create look-alike segments based on custom segments in Yandex Audience. Use these segments to expand the reach of your campaigns, choosing between a smaller reach with higher precision or a broader reach with less precision.

Using exclusive, niche DMP segments for ad campaign targeting in Adfox
Third-party DMPs create custom user segments for advertisers. Using Yandex Audience, the DMP then grants access to these segments to a specific Adfox partner who is already targeting their audience with ad campaigns.

Reports

Calculations in Yandex Audience segment reports are powered by a new technology and are performed in real time.

Learn more about reports on Yandex Audience segments

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