Short-term interests

By targeting short-term interests, you can serve your ads to users who have been looking for something specific (household appliances, clothes, tours, and so on) over the past few days. You might want to inform these users about special offers or sales. They are likely to respond to your ad because it is relevant to them. Short-term interest ads are only served in ad networks.

Ad serving based on short-term interests uses Crypta technology. It analyzes users' online behavior and places them in groups. To do this, Crypta technology tracks the behavior of typical representatives of a group. It looks at what words they use in search queries, what sites they visit, and what time of day they go online.

Short-term interests are determined based on visited sites and the topics of search queries. The interest data is updated in real time.

How to configure settings

In the ad group, enter the audience name under User profile . Select the interests of users you want to serve your ads to. You can join up to 3 interest sets using the “AND” operator. You can join up to 10 interests using the “OR” operator in the same set.

For example, let's say your daycare ads target moms who want to return to work and need someone to watch their kids. If you select both data types in the same set, your ads will either be served to people who are looking for work, or people who are looking for childcare. To serve your ads to people who are looking for work and childcare simultaneously, enter two interest sets. In the first set, select “Babysitters” as your interest, and in the second set select “Job searches”.

Keep in mind that general interests are broader than the combined nested interests in that grouping. For example, “Music” includes both people who are interested in musical instruments and concerts and also people who use online services to listen to music.


To view statistics on short-term interests, select the Impression criteria cross-section and filter it by audience name.

Note. The interest data can differ between Yandex.Direct and Yandex.Metrica, since Yandex.Metrica accounts for long-term interests only.