Key features of the technology

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New Advertising Platforms: How the Landscape Is Changing After Google's Departure
After Google left, the advertising market has seriously transformed. In highly competitive niches, the cost of a click in search and YAN has increased by 2-3 times. Yandex is actively developing new placement formats, let's look at each in detail:

Telegram channels in Direct. This is a fundamentally new romania cell phone number list advertising format from Yandex that integrates Direct with the Telegram audience. Technically, it looks like a separate advertising channel inside Direct, where you can place ads in partner channels. The system uses machine learning to select relevant channels based on the subject of your ad and audience behavior.


Targeting works based on Yandex data about the user, and not just Telegram metrics;
Advertising is shown in the channel's native format;
End-to-end analytics is available between Telegram and other Direct formats;
Possibility to use programmatic purchasing for Telegram placements.
While working with large projects, we discovered a technical peculiarity: standard UTM markup is processed incorrectly when transitioning from Telegram. To solve this problem, we developed a system of intermediate redirects that allows us to accurately track the user's path. As a result, we saw that a significant part of the audience from Telegram returns through search within a few days, which is critical for correct attribution.