Connecting direct sales via Adfox

Step 1. Add an app and create an ad unit in the Yandex Advertising Network

Step 2. Enable ad labeling

You're required to submit labeling data for direct sales ads served in Russia, whether you're the direct advertiser or placing ads through an agency.

Adfox provides the functionality for managing ad campaigns, regardless of the advertising data operator you use for submitting data to the state register. Additionally, Adfox partners can register creatives automatically: directly in the Adfox interface while setting up their ad campaigns. In that case, the creative will be registered with the Yandex advertising data operator.

To label ads via the Adfox interface, follow the steps below:

1. Create contractors (advertising chain participants).

2. Specify information about the contract with the end advertiser.

3. Add labeling data to the site (app) structure in Adfox. In the site settings:

   1. Go to the tab Sites in the Adfox menu.

   2. Find and open the site with the required app.

   3. Select Transfer the site to the ERIR in the site settings. This opens the Labeling section.

   4. Fill in the fields:

      • Placement type: Select App.
      • Name: Enter the name of the site (this information will be used for ad labeling).
      • Site URL: URL for downloading the app, starting with http:// or https://.
      • Counterparty: The counterparty (app owner) you added in the Marking tab earlier.

For more information about ad labeling via the Adfox interface, see Adfox Help.

Step 3. Set up targeting (optional)

Targeting an ad banner means adjusting its impression settings to ensure that it's delivered to the right audience based on various parameters.

Requests to Adfox pass data for certain types of targeting by default. You can configure these parameters in the Targeting tab. To enable other types of targeting, implement passing parameters with values from your app, then enable targeting in the interface.

Choose parameters for targeting your ads:

• Types of targeting available without additional setup

  By time

  You can set up targeting:

  • By days of the week or hours.

  • By days of the month when you want to serve your ads.

  Learn more in Help for Adfox.

  By frequency

  You can limit the number of impressions and clicks per individual user. For example, don't show the banner more than twice a day or pause impressions if the user has already clicked on the link on the banner. Learn more in Help for Adfox.

  By behavior

  You can tag users that you want to target by creating action tracking points and assigning them temporary categories. Learn more in Help for Adfox.

  By demographics

  Targeting by demographics is based on audience data on gender, age, and revenue collected with Crypta technology. You can enable one characteristic or combine values from multiple characteristics (for example, to target by both gender and age). Learn more in Help for Adfox.

  By geography

  You can enable or disable banner impressions for specific countries, regions, cities, or manually selected areas on the map. This type of targeting uses the Yandex geobase. Learn more in Help for Adfox.

  By Yandex Audience segments

  In addition to data from Crypta and external providers (DMPs, Data Management Platforms), you can use your own data about users on your platforms to set up your campaigns. Learn more in Help for Adfox.

  By device type

  You can differentiate the site's audience and show the most relevant ads. For example, you can choose to serve ads only to mobile and tablet users. Or vice versa, target only desktop users. Learn more in Help for Adfox.

  By position

  You can specify the position of the placements where you want to serve your campaign's banners.

  By IP address

  You can set banners to target IP addresses or ranges of IP addresses on the whitelist or disable impressions for blacklisted IPs. Learn more in Help for Adfox.

  By operating system

  You can target your campaign by specific operating systems. Learn more in Help for Adfox.

  By browser

  You can set up targeting by browser. It's used, for example, to show ads for Opera, Safari, Google Chrome, and Mozilla to Internet Explorer users. Learn more in Help for Adfox.

• Types of targeting that require passing values from the app in the request

  Keyword targeting

  You can use targeting by keywords in different ways. For example, you can insert relevant search queries into the ad tag or set up targeting by names and interests from your user database to define the target audience more accurately. To set up targeting, pass the parameters in the ad request to Adfox. Learn more in Help for Adfox.

  Custom targeting

  You can specify custom targeting values. For example, you can target only users with the test build or trigger banner impressions based on a specific internal metric.

  To set up targeting, pass the parameters in the ad request to Adfox.

  Steps for setting up additional targeting

  1. Create a dictionary for a targeting characteristic. The dictionary should contain a list of values:

     • The key is passed to the ad tag in the app.

     • The value is included in the targeting settings and can be toggled.

     In Adfox, you can add up to 63 custom dictionaries for your characteristics. Each dictionary can hold up to 10 000 values and can be updated with new key-value pairs as needed.

  2. Upload the dictionary for any free additional targeting characteristic through the Adfox interface.

  3. Implement passing the keys to the index of the characteristic for which you created the dictionary.

     To learn how to implement passing values to the ad tag, see Ad targeting in Adfox.

  Learn more in Help for Adfox.

  Logical targeting

  You can specify values for ad campaign impressions using the AND/OR/NOT conditions. Logical targeting supports custom targeting. To set up targeting, pass the parameters in the ad request to Adfox. Learn more in Help for Adfox.

Step 4. Integrate a unit into the app

To enable additional targetings or set up logical targeting or keyword targeting, pass the relevant parameters in the ad request to Adfox. For more information, see Yandex Mobile Ads SDK Help:

• Android
• iOS
• Unity
• Flutter
• React Native

To collect separate statistics on cross sections in Adfox, pass the partner-stat-id parameter in the app. For more information, see Adfox Help.

Step 5. Set up and place an ad campaign in Adfox

1. Go to the Campaigns tab and press Create.

2. Select the campaign type depending on the display priority:

   • Guarantee campaigns take priority over other campaigns and are used for guaranteed sales when the publisher has ad delivery obligations.
   • Dynamic monetization campaigns have a lower serving priority than Guarantee campaigns. They compete for impressions along with the Yandex Advertising Network and other ad exchanges. The display order is determined by the CPM: the higher the CPM, the higher the chance of an impression.
   • Promo campaigns have the lowest priority of the three. Such campaigns are usually used for custom promotion.

   For more information about campaign types, see Adfox Help.

3. When you select a Dynamic monetization campaign, you'll see an additional External monetizer field — keep the Not set value.

4. Select a Campaign Profile. This is a set of predefined fields and values used to create a campaign and define its purpose.

   Direct sales

   Carousel

   For a regular campaign with a standard set of fields. It can be used with Guarantee, Dynamic monetization, and Promo campaigns.

   For a Carousel master campaign where you upload a set of alternating slider banners from different campaigns served on the same placement. It can be used only with Guarantee campaigns.

   For more information about campaign profiles, see Adfox Help.

5. Set the basic parameters of the ad campaign:

   Name	Enter the ad campaign name.
   Status	Active (default value): The campaign is ready for serving. Impressions will start at the time specified in the campaign settings. Paused: The campaign isn't served but remains viewable in the main campaign list by default. Completed: The campaign isn't served and is hidden from the main campaign list by default. Ad campaigns completed more than three years ago are automatically archived and deleted from the Adfox interface. You can change campaign statuses anytime after creating the campaign. However, if it's been 90 days or more since the campaign ended, you can't change its status to Active. In such cases, we recommend creating a new campaign with the same parameters. Note Impressions are automatically paused for active campaigns in the following cases: Campaigns were created and launched more than 6 months ago. Campaigns don't submit ad labeling data to the state register. Campaigns don't have any impression, click, download, or event statistics for the last 6 months. The campaign status changes to Paused. You can reactivate it manually to resume impressions.
   An advertiser	Select one from the list of advertisers previously created. For more information about advertisers, see Adfox Help.
   Impression count method	Specify what counts as an ad campaign impression: Banner ad response. Impression (IMS): An impression is counted when ad rendering begins. Viewable impression (IMS): An impression is counted according to the criteria set out by international media standards, including the minimum percentage of pixels in the viewable area and the impression duration in the active browser tab. Viewable impression, Yandex (IMS): At least 50% of the banner area is in the active browser window for 2 seconds or more. Event N: An event triggered in the banner template (not applicable to in-app ads, use other methods instead). For more information about impression count methods and viewability tracking, see Adfox Help.
   General profile	If the account settings have a general profile saved, select it from the list. The placement and targeting settings from the profile will be applied to the campaign.
   Session screenings (only for Guarantee campaigns)	Allows displaying multiple banners from the same campaign on a single page simultaneously. To enable session impressions, change the code type to session on page. To learn more, see Session impressions.
   The advertiser can change banners	Enable this option to grant the advertiser permission to modify and add banners in this campaign.
   Rotation method	For Guarantee and Promo campaigns: Select a rotation method: By priority: Default value. The campaign's display order is determined by the set level and priority. By % of traffic: The campaign's impressions will take up the specified share of ad traffic. To enable this option, please contact customer support. Specify the rotation settings: Level and priority: Determine how often the banners of this campaign are served compared to the banners of other campaigns. The first is the highest level. Percentage of traffic (only for campaigns using the traffic share rotation method): Specify the share of traffic to allocate for serving this campaign's impressions. For a Dynamic monetization campaign, specify a CPM or CPC floor: CPM threshold, rub: The minimum cost per thousand banner impressions. The higher the threshold, the more likely this campaign's banners will be served compared to other campaigns at the same level. CPC threshold, rub: The cost per click on an ad banner for the campaigns involved in dynamic monetization. To enable this option, please contact customer support.
   Impression and click running speed	As fast as possible: Campaign banners are served at the maximum possible speed until the impression/click limits are reached (if any). The maximum running speed doesn't require that you specify any limits and start/end dates of the ad campaign. Spread evenly throughout the day: Impressions are evenly distributed throughout the day. Be sure to specify the daily impression limit (the recommended minimum limit is at least 500 impressions/clicks). The other parameters are optional. Spread evenly throughout the entire period: The campaign impressions are evenly distributed over the entire period based on the account data and system statistics. Be sure to specify the general impression limit (the recommended minimum limit is at least 500 impressions/clicks) and the end date for the ad campaign. The other parameters are optional. Spread evenly throughout the entire period (automatic prolongation): The campaign impressions are evenly distributed over the entire period based on the account data and system statistics. If the campaign doesn't run over its limit in the allocated time, it's automatically extended for one day and runs at maximum speed on that day. Be sure to specify the general impression limit and the end date for the ad campaign. The other parameters are optional. Note Depending on the running speed, there may be underdelivery or overdelivery of impressions. For more information about ad running speed, see Adfox Help.
   Impressions total, day, hour	Specify the maximum number of banner impressions over the entire campaign period, per day, and per hour. When the number of impressions reaches the number in Total, the campaign status will change to Completed, and the banners will no longer be served. When the number of impressions from the beginning of the day reaches the daily limit, serving banners is paused until the next day. When the number of impressions from the beginning of the hour reaches the hourly limit, banner serving is paused until the next hour.
   Clicks total, per day, per hour	Specify the maximum number of banner clicks in the campaign. When the number of clicks reaches the Clicks total value, the campaign status will change to Completed, and the banners will no longer be served. When the number of clicks from the beginning of the day reaches the daily limit, serving banners is paused until the next day. When the number of clicks from the beginning of the hour reaches the hourly limit, serving banners is paused until the next hour.
   Campaign period	Specify the campaign date and time. By default, the current date is set. If you don't change it, banners start being displayed immediately after you add them.
   Reserve end date	The date after which the booking campaign will change its status to Completed and will no longer be included in forecasts for other campaigns. For example, you can set the booking completion date if the customer hasn't paid for placement yet. For Guarantee campaigns only, when you intend to save the campaign as a booking.
   Do not show the campaign to users who came from the specified pages (referrer template)	A direct click from particular pages pauses all banner impressions in this campaign. Specify the template of these pages.

6. Specify the labeling settings:

   Submission to ad register

   You're required to submit labeling data for direct sales ads served in Russia, whether you're the direct advertiser or placing ads through an agency. Select what data to submit to the ad register: Advertising labeling: If you want to get a token and transfer data to the Russian state register via the Adfox interface and the Yandex advertising data operator. Do not submit data to state register: If at least one of the following is true: You don't have a direct contract with a counterparty for placing ads. Ads will be displayed outside of Russia. You place a token in a creative on your own and transfer data to the Russian state register via a different advertising data operator. For more information about labeling ads, see Adfox Help.

   Advertiser information

   Specify the advertiser's legal name and details. To display the advertiser information on the banner, enable the Show banner menu option in the banner settings. Click the icon to open the banner menu with advertiser information. If the text is too long, it may be cropped and partially replaced with an ellipsis. Users can view and copy all the information by triple-clicking it.

7. If necessary, you can enable sending campaign statistics by email. For more information about sending statistics, see Adfox Help.

8. Under Placements, select the ad placement (site, section, or placement for your app) and click Save. If you plan to save your campaign as a Booking, placement is required. For more information about campaign placement rules, see Adfox Help.

9. Set up targeting (if necessary). Targeting enables you to set up the display of ads for a specific audience depending on geography, device type, time, and other factors. You can also set up targeting at the placement level (sites, sections, or placements) or at the banner level. For more information about targeting, see the Adfox Help.

Step 6. Add banners

1. Prepare a creative according to the banner requirements.

2. In the Adfox interface, go to Banners in the campaign settings.

3. Click Create.

4. Select the banner type and template depending on the ad format.

   Ad format (corresponds to the ad unit format in the Yandex Advertising Network interface)	Adfox banner type	Template
   Banner	App Mobile Banner	HTML App Mobile Banner Image App Mobile Banner
   Interstitial ads	App Mobile Interstitial	HTML App Mobile Interstitial Image App Mobile Interstitial
   Native ads	App Mobile Native	Media Native Media Native Deeplink App Native Slider App Native Carousel Video Native
   InStream ads	Pre-roll (App) Mid-roll (App) Post-roll (App) Pause-roll (App)	Linear-Ad (Pre / Mid / Post - Roll) VAST 4.0 Viewability Wrapper

5. This opens the Settings tab with the following sections: General settings, Contents, Delivery settings, Ad label, Placement. Fill in the key fields. To learn more, see Banner requirements.

6. If necessary, set up tracking of banner placement in Adfox using pixels of third-party systems.

Contact support