Yandex. Audiences

Yandex. Audiences is a service for creation and the analysis of classroom segments. He allows to create segments on the basis of the depersonalized offline and on-line data on users, to find similar audiences in the Internet, to create segments taking into account interests, a geolocation and data on viewing media advertizing. Service provides also statistics on a sex, age, device type, interests and a geolocation of audience. It can be used for targeting of the advertizing placed via Yandex.Direct and the Display.

In June, 2017 in Yandex. Audiences classroom segments of external suppliers of data appeared. Now advertisers can use not only the data and knowledge of Yandex, but also segments of external suppliers for targeting of advertizing. They are available at placement of media advertizing.

Suppliers of data — Data Management Platforms (DMP) and the exchanges of data — provide the depersonalized information on users which they obtain from different sources. Segments of companies Aidata.me, Facetz, NPO Analitika and Weborama became available to advertisers — and this list will extend. In total on service more than 1500 segments appeared. They allow to target advertizing, for example, on users with business education or people whom the foreign real estate interests.

Advertisers of Yandex will be able to use also segments which they ordered from external suppliers and applied on third-party platforms. It will allow them to configure more thinly advertizing campaigns — in particular, to consider which of users already saw advertizing outside advertizing network of Yandex. Access to such segments is regulated by the supplier of data. So, it can open it only for one advertizing agency and its clients.

Segments of external suppliers can be crossed with social and demographic data of the Crypt. A part of segments paid are also rated on the fixed CPM. The price is quoted by suppliers.