August 23, 2007

Yandex Caters for User Interests

Internet, August 23, 2007. Yandex.Direct started open testing of Yandex user behavioural targeting. The new technology will allow the users to see mostly the ads that they are interested in, and the advertisers will be able to pinpoint their target audience.

User preferences are determined through user behaviour at Yandex and at the member websites of the Yandex Advertising Network. The analysis of this behaviour is what the advertising at partner websites is based on. Behavioural targeting essentially depends on the user: if user’s preferences change, the advertisements change too.

”Behavioural targeting defines target audience even on the websites where targeting is impossible to perform through the webpage content. But these websites might often have a very broad audience,” says Vera Suslova of advertising technologies department at Yandex. “Having added behavioural targeting to contextual targeting, we can considerably increase the size of the target audience, the access to which we offer to our advertisers. And the first tests of the new type of targeting showed that CTR of behaviourally targeted ads is even higher than CTR of contextual ads displayed in the Advertising Network.”

Yandex.Direct is constantly increasing the opportunities for involving and for estimating quality audience. To test this ability, since March 2007 the clients of Yandex.Direct have been enjoying Yandex.Metrics, which allows to independently estimate the actions of the involved audience at one’s own website.

All data on users’ interests processed on Yandex.Direct are protected by the Privacy Agreement. Yandex grants its users the opportunity to refuse behaviourally targeted advertising. Settings for behavioural targeting are available at tune.yandex.ru/adv.

Yandex.Direct is the first and the largest ad-serving system on the Russian Internet. Advertisements are delivered on the search results pages, and on the websites of the Yandex Advertising Network.

Contacts:
Elena Kolmanovskaya, Chief Editor
Michael Ushakov, Head of Yandex PR
Phone: +7 495 739-70-00
Fax: +7 495 739-70-70
E-mail: pr@yandex-team.ru



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