This document discusses interactive advertising trends and Yandex solutions. It provides an overview of the Russian interactive advertising market from 2015-2016, which grew 24% overall. It then discusses trends in video advertising, noting that over 85% of Russian internet users watch online video regularly. The rest of the document outlines Yandex's solutions for programmatic advertising, using big data and machine learning for targeting, and how they address issues like viewability, inventory quality control, cross-device targeting and frequency capping. It emphasizes that Yandex reaches over 75 million monthly users across devices and provides access to inventory on its own services and partner sites through open auctions and preferred deals.

1. Interactive Advertising Trends &
Yandex Solutions
Boris Omelnitskiy,
Business Development Director ADFOX by Yandex
President IAB Russia
2017 07 07

2. ussian Interactive Advertising Market, 2015-201
* Includes revenue of publishers and tech sellers, exc. VAT
Sourse: IAB Russia
Segments/Value* 2015 2016 YoY
Bln. Rub Bln. Rub
Performance Search 50,7 58,7 16%
CPX 36,6 49,5 35%
Total 87,3 108,2 24%
Branding Video 5,6 6,6 19%
Banners (CPM)
19,4 21,2 9%
Total 25,0 27,8 11%
Total online Ad 112,3 136,0 21%
Classifieds 25,0

3. Russian Ad Market Segments Share
44.5%
31.6%
10.4%
7.6%
4.6% 1.4%
2015
TV
INTERNET
OUTDOOR
PRINT MEDIA
RADIO
REST of media
Sourses: АКАР, IAB Russia
41.9%
37.8%
10.6%
5.5%
4.2%
2016

4. US Interactive Advertising Market, 2006-2016
($ bln)

5. US Ad Formats Shares

6. US Advertising format Share, 2008-2016

7. Conclusion
› Mobile
› Video
› Programmatic
› Big Data & Machine Learning

8. The Future is Mobile

10. │ 30% Yandex searches are
mobile

11. Video

12. 61%
85%
of all Russians
watch online
video regularly
of Russian
internet users
watch video
Mediascope, WEB-Index,

13. Russian Online Video Ad Market*, 2010-2016
* Includes revenue of publishers and tech sellers, exc. VAT
Sourse: IMHO, IAB Russia
Bln. Rub.

14. Yandex is the #3 video platform in Russia
72,896
51,161
28,372
12,743
12,157
11,691
9,521
8,189
8,107
6,955
6,841
5,697
5,033
3,993
3,534
YouTube
Vkontakte
Yandex Sites
Kinogo Sites
Facebook
Vimeo
ZEFR
TVIGLE.RU
Gazprom Media
VEVO
TVZAVR.RU
ZOOMIN.TV
IvI.ru
MEGOGO.NET
TIVIZOR.RU
Monthly Viewers (000)

15. Yandex properties:
LiveStream aggregators:
TV channels:
OTTs and others:

16. And even you don’t have a video,
there is a solution

18. Programmatic

21. Programmatic buying challenges
› Transparency of inventory
› Managing buying across
“walled gardens”
› Synchronizing creatives and
targeting data across different
platforms

22. Strict viewability control:
› Viewing time is twice as long as
the IAB recommendation.
› Payment only for viewable
display impressions.
› Leading fraud detection
solutions.
Inventory:
quality control

23. You can use buying in open
auctions for inventory of Yandex’s
own services and on tens of
thousansds of partner-sites in the
Yandex Ad Network
Open auction:
available inventory

24. Preferred deals:
available inventory
Through preferred deals you can
access exclusive inventory not
available in open auctions,
cherry-pick them, and negotiate
terms with each publisher.
You may find non-standard ad
types with preferred deals

25. Cross-device frequency capping
› We use Yandex.Crypta to
understand that one person
uses several devices.
› This information is used for
cross-device and cross-platform
targeting and frequency
capping

26. Inventory & Audience to reach
› Yandex Display Advertising serves ads
to over 75 million users monthly,
accounting for 96% of the Russian
internet audience
› We reach this audience on all types of
devices: desktop, mobile, tablets.
› All display ad types are available:
banners, video, and audio

27. Big Data & Machine Learning

28. Open auction:
targeting
Search
retargeting
Choose from a
variety of audience
groups based on
their search activity

29. Open auction: targeting
Users interests
Yandex.Crypta
analyzes user
behavior and
defines their long-
term interests

30. Targeting with Yandex.Audience
Yandex.Audience allows you to use
first- and third-party data to create,
analyze, and manage your target
audience segments in one place.

31. Yandex.Audience:
ways to create segments
Upload customer
data, such as
emails, phone
numbers,
or device IDs
Import segments
of website visitors
from Yandex.Metrica
or segments of app
users from
AppMetrica.
Select
physical
geolocations
Use a tracking
pixel to create
customized
segments

32. Yandex.Audience:
customer data segments
› Lists of customer emails, phone
numbers, or device IDs are
uploaded into Yandex.Audience
› Yandex.Audience uses
uploaded data to find your
customers online
› Matched customers are
collected into a segment in
Yandex.Audience

33. Yandex.Audience:
Metrica and Appmetrica data
› Segments of website visitors or
app users are created in
Yandex.Metrica or AppMetrica.
› These segments are
automatically imported into
Yandex.Audience

34. Yandex.Audience:
location based segments
› Location-based segments can
be created by selecting target
locations on a map and
frequency of visits to those
locations
› Supports mass location upload

35. Yandex.Audience:
custom tracking pixel
› Create a tracking pixel to
measure any customized
audience
› Create, for example, a segment
of users who have seen your
video ad campaigns

36. Yandex.Audience:
look-Alike audiences
› Look-Alike segments can be
created based on existing
Yandex.Audience segments
› Look-alike segments allow to
choose between prioritize
accuracy or reach

37. Yandex.Audience:
3rd party DMPs
You can choose data from integrated
3rd party DMPs: open-market or
created specifically for your needs

38. have we
done?

39. 39
Looking for a human being

40. MatrixNet: Powerful Machine Learning
MatrixNet

41. AI learns from human-generated signals
Smart (AI)
algorithms

42. Crypta
MatrixNet

43. Cookie matching
By factors
Login, email address,
phone#, etc.
By probabilities
Machine learning
Un-matching
Reverse process, aimed to
increase precision while
keeping reach
cookie d1
cookie d3
deviceid 1
cookie m1
Login 1 Login 1
email 1
cookie d 2

44. 700
Online Ads:
Cookies
Robots
Anonymous users
Single-day cookies
mln Real cookies:
Different browsers
on different devices
bln
Cookies
After matching
60
300mln
mln
Crypta IDs

45. We enrich Crypta IDs
Geo data
Search intents
Click-streams
of real people
CRM data
3rd party DMP data
Crypta ID

46. Build precise cross-targeting
Cross-
products Cross-devices

47. of modern advertising:
We deliver! 
Building consistent communication with customers
across all media, all channels, all levels
of the purchase funnel

48. baoizm@yandex-team.ru
Thank you
Boris Omelnitskiy
Business Development Director ADFOX by
Yandex