Yandex has launched a unified advertising platform that streamlines the process for advertisers to place banners across its various services.
Advertisers can now manage campaigns across Yandex Market, Food, Lavka, Delivery, and Go from a single account, simplifying the entire setup. This new platform allows advertisers to define budgets, campaign durations, target audiences, and other key parameters in one place, making the process more efficient.
Centralized Campaign Management
The new platform brings together all of Yandex’s services under one advertising umbrella, enabling advertisers to utilize cross-channel marketing.
For instance, a user browsing a product on Yandex Market may later see a related banner on Lavka or vice versa. This integrated approach helps advertisers reach users at different points in the marketing funnel and experiment with new creative strategies.
One of the key benefits is that these ads will appear natively within the Yandex ecosystem, making them feel more like relevant offers rather than intrusive advertisements. The system also allows advertisers to target specific users or focus on certain services if needed.
Expanded Access for Market Advertisers
Market advertisers have already gained access to the new platform, enabling them to place ads not only on Yandex Market but also on Yandex Food, Lavka, Delivery, and the Yandex Go app.
They can easily set up campaigns through their personal accounts, adjusting banner settings for each service. Advertisers using other Yandex platforms can coordinate with their managers to set up broader campaigns.
Additionally, the platform allows advertisers to direct users to third-party sites, making it possible to launch campaigns that promote external resources.
Integration With Yandex Services
Media agencies now have the ability to run campaigns across Yandex Market and Lavka through their clients’ personal accounts.
This expands advertising opportunities, as Yandex continues to roll out new features. Recently, private Telegram channels gained access to monetization through the Yandex Advertising Network (YAN), and YAN now supports delivery information in ad campaigns.
Yandex Direct advertisers can also monitor campaign statistics and account balances via a Telegram bot, adding another layer of convenience to the platform.
Source: Yandex Press Release
