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Yandex Search targets adverts to user interests

By Andrew Redfern @ 21st February 2008 5:35 pm

Yandex today announced that their Advertising Network is becoming more targeted as the ad serving system, can serve ads based not only on the website content, but also on user interests.

Over five million Yandex users make over thirty million searches on the Yandex search engine every day thus making it possible to target adverts to their needs. This kind of ad targeting is a variation of behavioural advertising.

“We have tested user targeted ads on some websites in the Yandex Advertising Network for almost six months, and then analysed the results considering both feedback from advertisers and data from Yandex.Metrics”, says Eugene Lomize, head of the Yandex advertising technologies group.

“Today, we are certain that our advertisers will find this new kind of ad targeting no less effective than content targeting. From now on both kinds of targeting will be used to serve ads on the websites of the Yandex Advertising Network, with Yandex.Direct automatically choosing the more relevant ad to be served to the user.

The cost per click may go down at that, but the Yandex partner websites will not lose anything, as the number of clicks will increase, even if at a slightly lower price”.

All personal information concerning user interests is protected by non-disclosure agreement. Yandex does not target ads to private queries (for instance, medical information, dating etc.).

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