User profile

Media campaigns are undergoing beta testing.

A user profile consists of the cumulative characteristics of the users that you want to serve your ads to (i.e. people that meet certain criteria based on age, income, and habits; your customers; or those that live in a certain area of a city). Ad targeting based on characteristics makes it possible to avoid spending your ad budget on non-targeted impressions.

Crypta technology lets you precisely target your audience. It determines whether or not a user belongs to a particular group based on their behavior on the internet. You can read more about Crypta on the Yandex website under the “Technology”section.

When you select ads to display, all characteristics entered in the profile will work concurrently (they are joined using the “AND” operator). Keep in mind that the more characteristics there are in the profile, the lower your audience coverage.

Socio-demographic profiles

Enter the gender, age, and income of users you want to serve your ads to. For example, you can serve your ad for a new housing complex to users 25 and older with an above-average income. Keep in mind that targeting narrow groups of users will lessen your campaign's reach.

If you have a working site, we recommend using data from the report group “Demography” report group in Yandex.Metrica.

Marital status, children, profession

Select the marital status, number of children, and profession of the users that you want to serve your ads to. For example, you can serve your ads for new construction projects to users who are married and expecting a baby.


Indicate what interests the users that you want to see your ads have. You can't connect more than three interest sets with the “AND” operator in the profile. You can't connect more than ten interests using the “OR” operator in the same set.

For example, let's say you want to advertise a daycare to moms who want to return to work and need someone to watch their kids. If you select both interests in the same set, your ads will either be served to people who are looking for work, or people who are looking for a nanny. In order to serve your ads to people who are looking for work and a nanny simultaneously, enter two interest sets. In the first set, select the “Nanny” interest, and in the second set — “Search for work”.

For each set, you must enter the type of interests: long-term (if they have demonstrated continuous interest), short-term (if they have been interested in it for a few days), or both. You can connect with these two groups of users using different ads and set different CPMs for each of them.

For example, some users may be consistently interested in traveling, whereas others only started searching for their vacation destination a few days ago. You can let avid travelers know that you're selling plane tickets to exotic locales and advertise a sale to people who are ready to buy tickets now. Create two campaigns and target users with different data types.

Keep in mind that in the data tree, general data is broader than combined nested data. For example, “Music” groups not only those who are interested in musical instruments and concerts, but also those who use online services to listen to music among other things.

Yandex.Metrica and Yandex.Audience data

Using Yandex.Metrica or Yandex.Audience, you can serve your ads to a hand-picked group of users. For example, you might serve ads to people who put something in their basket on your site, customers from your CRM database, or people who've already seen your media ad.

Join one or more rule sets (but not more than 50) using the “AND” operator. For each rule set, you can use Yandex.Metrica goals or segments, Yandex.Audience segments, or a combination of the two (without exceeding 250). Keep in mind that the more rules you set, the lower your audience coverage.

The system lets you choose various criteria for rule fulfillment — All fulfilled, At least one fulfilled or None fulfilled. You can not enter a rule set with the None fulfilled condition as the only characteristic in your user profile.

For each Yandex.Metrica goal or segment, set a period between 1 and 90 days. Ads will be served over that period to an audience that fulfills the criteria you specified. Yandex.Audience segments are automatically updated regularly, so they contain current user data.

For example, you can serve ads for discounts to existing customers who have not made a purchase on your site in the last 30 days.

Yandex.Metrica and Yandex.Audience data will factor into the ad-selection process along with the rest of the user profile characteristics (united using the “AND” operator).