Yandex.Audience

Yandex.Audience is a service that allows you to use your own target audience data, as well as Yandex data, to configure ad campaigns. With Yandex.Audience you can serve ads to your existing customers, as well as attract new potential customers. To learn more about the service, see Yandex.Audience Help.

Decide who you want to show your ad to, and create a matching Yandex.Audience segment with the data of these people. The table below lists the types of segments you can create and use in Yandex.Direct.

Segment Who appears in segment Examples of segment usage
Based on my data

Offline customers, whose data must be uploaded from your CRM. File may contain mobile phone numbers, email addresses or mobile device IDs.

Informing customers about discounts or special offers. To do this, create a segment based on your uploaded data by using a file containing customer email addresses.
Based on AppMetrica data Users of your mobile app You can inform those who have not used your app in more than three months about updates. To do this, create a segment which specifies the required AppMetrica data.
Based on location data

Visitors to locations chosen by you

Serve ads to users who live near your cafe. To do this, create a segment based on location data by selecting the required regions from the map.
Based on pixel

Users who saw your display ad or video clip that contains a tracking pixel

Show ads to those who have seen your banner at least twice and are therefore familiar with the brand and may become a customer. To do this in Yandex.Audience, create a pixel, insert it in a banner and create a segment based on a pixel.
Similar users

Users whose interests and behavior online is similar to the interests and behavior of users in one of your segments

Find people who are similar to your customers and present them with introductory discounts. To do this, create a similar users segment based on a segment of your existing users.

Based on DMP data Users pre-selected by data providers (DMP) based on criteria such as age, interests, device ownership, or profession. In Yandex.Direct, you can only use free segments that the DMPs have given you access to. Serve ads only to users that interest you: this way, you won't spend your advertising budget on non-target impressions.

When a segment is processed, the source data is compared with all user data that has been accumulated by Yandex. The segment contains all anonymous identifiers of found users that are known to Yandex. Then you can use this segment in Yandex.Direct to configure: