Improve Targeting with Yandex.Audience

Yandex.Audience is a service that enables advertisers to configure  segments based on their own data, Yandex data and now also thrid-party DMP data to be used in Yandex.Direct and Yandex.Display campaigns.

To start creating segments in Yandex.Audience simply login with your Yandex.Direct credentials or create a new account at Once logged in, you will be able to create one of the four available segments

  • Segment based on your data
    • Phone numbers
    • Email addresses
    • Mobile device IDs
  • Segment based on Yandex data
    • Metrica
    • AppMetrica
    • Locations
    • Audience Pixel
  • Segment based on external data (DMP)
  • Derivative segment (LaL segment)

A newly created segment receives a «Processing” status. Processing times vary depending on the chosen segment type but typically take at least two hours. If your segment gets a resulting coverage of more than 1000 anonymous identifiers then the status is updated to “Finished” and the segment is ready to be used in your Yandex.Direct or Yandex.Display campaigns. A segment can be used as a targeting criteria and/or a bid adjustment.

Next to the ‘Segments’ tab in Yandex.Audience you will also see a tab called ‘Pixels’. Here you can create a pixel for a display/video campaign in Yandex.Display or any other ad network. Pixels can then be used to create segments for Yandex.Direct.

For your convenience you can work on creating your segments either in the user UI or use Yandex.Audience API.