By audience

Use targeting by audience segments to serve ads to users who fall (or don't fall) into a certain user segment.

With targeting by audience segments, you can use first-party user data from your placements, as well as data from Crypta to set up ad campaigns.

You can set up targeting by custom Yandex Audience segments or use Crypta segments.

Custom segments

With Yandex Audience, you can create custom segments based on uploaded data (email addresses, mobile phone numbers, or mobile device IDs).

Note

All Adfox partners can create segments from their uploaded data, as well as look-alike segments and use them for free.

Find out how to add a custom segment in Yandex Audience Help. Once the segment status changes to Ready, the segment appears in the Adfox interface in the Targeting → By audience tab.

The segment will automatically become available in Adfox if you use the same Yandex ID to log in to Yandex Audience and Adfox. If you want to use segments from another account, grant your Adfox account access to the segment in the Yandex Audience interface.

Crypta segments

Crypta is a Yandex technology that analyzes users' online behavior. It enables you to serve ads to users based on their age, income, and interests. Learn more about Crypta in Yandex Direct Help.

Note

All Adfox partners have free access to Crypta segments without registering in Yandex Audience. You can access your segments from the campaign settings on the Targeting → By audience tab in the Crypta segments segment treе.

Set up targeting in Adfox

Warning

When you use custom segments for the first time, it may take several hours to enable targeting. We recommend setting up targeting in advance, before the ad campaign starts running. If you have already used the custom segment, targeting will be enabled right away.

In the Campaigns tab, select an ad campaign or find one using the search bar.
Next to the campaign name, click → Targeting or select a campaign and go to Targeting.
Press Add a targeting condition → By audience.
Choose a condition to apply to included and excluded audience segments within each group:
- AND: The user must match all the selected segments.
- OR: The user must match at least one selected segment.
Note that only the AND condition can apply between groups of included segments and excluded segments.
Set up targeting criteria:
- In the Included segments search bar, select the segments the user must belong to.
- In the Excluded segments search bar, select the segments the user should not belong to.
Click Apply and save the targeting criteria.

Use cases

By analyzing audience behavior on your site with Yandex Metrica or AppMetrica, you can find out what users are interested in and segment them for precise targeting. For example, people who own a certain car model might spend more time in sections about that model, while football fans are more likely to watch broadcasts that feature their favorite team. Using data from the Yandex Audience tags, you can also segment users by similar behavior, providing advertisers with more granular and precise targeting options.

To reach the users who have already seen the ad and adjust how often they see it or to show them a different creative, you can create a segment using the Yandex Audience pixel.

You can also create look-alike segments based on custom segments in Yandex Audience. Use such segments to increase the reach of your campaigns. You can also get less coverage with greater accuracy, or the other way round.

Reports

The data on Yandex Audience segments is updated in the report in real time. To view the report, go to the Reports tab in the main menu and select Usage.

More about Yandex Audience segment reports