Marina Michkova, Yandex

Ad234dd95cba9583d22026dcbb44ce9a?s=47 wnconf
March 21, 2018

Marina Michkova, Yandex

Yandex: Efficient Monetization of Russian Mobile Traffic

(White Nights Conference Prague 2018)
The official conference website —



March 21, 2018


  1. 4.

    Key reasons of low monetization performance and publisher’s unhappiness 1

    2 3 eCPM and revenue are dependence on seasonality Fill rate fluctuations Poor quality of ads
  2. 5.

    We have an answer! Matrix Net + Crypta The largest

    pool of advertisers Strict moderation Yandex solutions Brand safety Precise targetings, high revenue and best eCPMs ≈ 100% constant fill rate
  3. 6.

    ≈ 100% constant fill rate of native ads: Pikabu 6

    0% 55% 110% 17-01 17-02 17-03 17-04 17-05 17-06 17-07 17-08 17-09 17-10 17-11 17-12 18-01 Fill rate 50% 100%
  4. 8.

    Yandex Direct Data. All devices +11% +64% +54% 2016 2017

    2016 2017 2016 2017 Budgets of Yandex Direct advertisers have increased by 54% (smartphones) Clicks Budgets Impressions
  5. 9.

    Top categories of advertisers according to budgets in Yandex Advertising

    Network Yandex Direct Data. All world. December, 2017 Top-5 categories Автомобильная индустрия Жилая недвижимость и … Финансовые услуги DIY Одежда, обувь и аксессуары Мебель Бытовая техника и … Товары для дома Туризм Юридические услуги Услуги в системе образования Automobile industry Residential property and mortgage services Financial services DIY Clothes, footwear and accessories Furniture Household appliances and electronics Home products Tourism Legal services Education services
  6. 10.

    Happy international partners ▌ “Monetization from Yandex is one of

    the ▌ the most effective tools on the Russian ▌ market” VIBER Yandex’ Native ads in Viber
  7. 11.

    Flexible ways of tech integration › Yandex Mobile ads SDK

    › API (S2S/OpenRTB) › Adapters for AdMob/MoPub › Dynamic monetization via AdFox
  8. 12.

    SDK External DSP App users Yandex Mobile Ads

    SDK Yandex Ad Exchange Auction Selecting the winner Comparing bids Yandex.Direct Yandex.Display External DSP query query query Banner Display bid bid bid
  9. 13.

    API (S2S/OpenRTB) External DSP App users Apps Banner Ad Server

    Yandex.Direct DSP1 DSPs Display query bid query bid query bid
  10. 16.

    Dynamic monetization via AdFox Monetization of all traffic Mediation of

    direct ad campaigns, Yandex Advertizing Network, and other monetization platforms The highest cost per every impression + + = Yandex Advertising Network + AdFox
  11. 17.

    Alternative mechanism of ads prioritizing Прямые продажи 100% traffic Traditional

    approach: Прямые продажи 100% traffic Alternative approach: Dynamic Monetization: + + Get the highest cost per every impression Direct Sales Direct Sales
  12. 18.

    Possibilities for earnings growth Dynamic monetization is an algorithm allowing

    to sell impressions at the maximum price Your earnings grow even if your mobile app’s traffic volume remains unchanged
  13. 19.

    Results of Dynamic monetization implemenation 19 +25% Partner’s revenue without

    Dymanic monetization On average Partner’s overall revenue is increased by +25% while the traffic volumes remained unchanged + 25% Partner’s revenue with Dymanic monetization
  14. 20.

    Ad management: an option to restrict the display of ads

    by brands Media advertising – Full-blocking – CPM threshold restrictions
  15. 21.

    Ad management: an option to restrict the display of ads

    by ad categories Media banners – Blocking of categories and subcategories fully or partially, using threshold CPM
  16. 24.

    How become a partner of Yandex Advertising Network 1. Fill

    out the partner form: 2. Integrate Yandex Mobile ads SDK or via OpenRTB 2 simple steps
  17. 25.

    1 Easy integration 2 Super fast technical support High fill-rate

    (up to 100%) The best eCPMs The largest database of advertisers 3 Yandex Advertising Network Target advertising by audience and content High revenue + 4 Yandex Crypta Matrix Net Why choosing Yandex Advertising Network
  18. 27.

    +7 495 739-70-00 (3365) Let’s stay in touch Marina

    Michkova Head of Mobile Advertising Partnerships marina_yndx marina_yndx