N 6 February 2013

Yandex offers retargeting on contextual ads

Yandex' advertising network now offers retargeting service to its customers. The feature was previously only available to users of Yandex' on-screed ads system.

The technology allows advertisers to target specific audience groups who have visited the advertiser's website previously, helping make the advertising more efficient. The ads can be used, for instance, to inform past customers of arrival of a new collection to an online store. When a user visits the store website, adds an item to their cart and but then fails to buy it, the system can remind them of their cart contents via ads that promise them a discount. Yandex' ad network allows adding multiple retargeting parameters, of any complexity level.

The service, based on Yandex' own technology and data collected with the help of Yandex.Metrics, is currently in 'open testing' stage, and available to advertisers from Russia, Ukraine, Belarus and Kazakhstan.