Comprehensive first-hand information about monetization

Ekaterina Romanova, Head of Yandex Advertising Network Partner Network Development, told us about the first steps for monetization and how to use the Yandex Advertising Network.

The Yandex Advertising Network partners with:

• Individuals
• Legal entities
• Individual entrepreneurs

Sites located in Russia and other countries can join the Yandex Advertising Network. If the types of partnership mentioned above aren’t available in your country, you can monetize your site through our authorized sellers.

All partners cooperate with the Yandex Advertising Network under the Terms of Offer. The form is finalized electronically, so you won’t have to sign or send any documents offline. This helps our partners get started with monetization quickly. For more information about accepting the Terms of Offer, see Help.

When a site or app is added to the Yandex Advertising Network, it is automatically submitted for moderation. When a bot is added to a Telegram channel, the channel itself is submitted for moderation.

We care about the quality of our partners' resources and verify their compliance with the Yandex Advertising Network Rules of Participation. Users visiting these sites actively respond to ads, and advertisers are willing to pay more for impressions on these sites.

It’s not just new resources that undergo moderation — even existing partners can be resubmitted for moderation without prior notice. When this happens, ads are displayed as usual, so even the most scrupulous site owners won’t notice that something has changed.

If moderation reveals that the resource doesn’t comply with the Rules of Participation, ads will be suspended and the owner will receive a notification outlining the reasons why and instructions on what to do next.

For more information about moderation and reasons for rejection, see the Yandex Advertising Network Help section. The tutorial series «Resource moderation in the Yandex Advertising Network» will help you dive deeper into the issue.

When selecting ads for display, we consider the interests of the following three parties:

• Partner: Ads should bring revenue and shouldn’t negatively affect the resource traffic.
• Advertiser: Ads should attract the target audience — that is, users who don’t just see ads, but become customers.
• Users: Ads should be attractive, but unobtrusive and non-aggressive.

Yandex technologies for ad selection, such as behavioral and contextual targeting, help meet the needs of all parties in the advertising chain.

• Behavioral targeting is used to select ads based on the topics, products, and services that the user is already interested in. For example, if the user visited an online toy store or searched for toys on Yandex Search, the ads will feature children’s products.

• Contextual targeting is used to select ads based on the resource’s theme. For example, if a site is dedicated to wedding planning, it may display ads for wedding dresses, limousine rentals, and other related services and products.

Both sites and ads undergo mandatory moderation. We check whether they comply with legal requirements and the Yandex Advertising Network rules so that ads for prohibited products and services don't appear on partner resources.

Around 90 million ads are submitted for moderation every day.

Creatives and banners must contain all the information required by Russian law and Yandex rules, including warnings and age restrictions. For more information, see Yandex Direct Help.

If the user or site owner sees an ad that, in their opinion, shouldn't have passed moderation, they can report it. This is what the banner control panel is used for. On the ad, just click the three dots → “Report”.

Yandex Advertising Network partners receive remuneration for viewable impressions of ads on their site. An impression is considered viewable if at least 50% of the unit area shows on the screen for at least two seconds. For Telegram channels, an impression is a post view.

The payout method depends on the partnership type and the partner’s country of residence. For more information, see Help.

The Yandex Advertising Network collects statistical data on ad units: the number of viewable impressions, fill rate, eCPM, and others.

You can use that data to see:

• How much revenue particular ads generate.
• How remuneration changes over time.
• The efficiency of particular experiments on sites, such as a new ad location or design.

The metrics worth paying attention to when analyzing advertising revenue can be divided into basic, analytical, and monetary.

For example, basic metrics include requests, served impressions, and viewable impressions. Analytical metrics include fill rate and rate of viewable impressions. Monetary metrics include remuneration, CPMV, and RPM. To learn what these metrics mean and how to use them, read the article "How to track statistics".

All statistics and ad settings in the interface are displayed in Moscow time. Keep this in mind if you work in a different time zone.

Due to the improved back-end infrastructure of the Yandex Advertising Network, changes to settings now take effect within five minutes.

Automatic creative labeling is available when advertiser data is transmitted via the Yandex Advertising Network interface.

If you’re placing Yandex Advertising Network units on your site, you only need to enter the details in the Advertising Network interface. All the data will be automatically transmitted to the state register via the Yandex advertising data operator.