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Yandex logo en.svg
Developer(s) Yandex
Initial release July 31, 2001 (2001-07-31)[1]
Operating system Cross-platform (web-based application)
Type Online advertising

Yandex.Direct is an automated, auction-based system for placement of text-based advertising in Russia. Yandex.Direct was launched in 2001. Its rivals, Begun and Google AdWords, began their operations in Russia in 2002.

The service is the largest of its kind in Russia.[2] According to Yandex, Direct processes millions of auctions every day.[3]

The service operates in five countries: Russia, Turkey, Ukraine, Belarus and Kazakhstan. Advertisers may access Yandex.Direct through interfaces in Russian, Turkish, Ukrainian and English.

Most of Yandex revenues are generated from text-based ads. The significant majority of said ads are placed through Yandex.Direct platform. Yandex.Direct display ads on Yandex search engine results pages and at participant sites of Yandex ad network.

In addition to targeting ads on the basis of user queries and website content, ads can be targeted on the basis of users’ demographics as well as behavioral patterns, characteristics and locations. Direct provides two kinds of interface to work with: so called Professional and Easy. The latter is oriented for novice advertisers.

Yandex.Direct served ads for more than 127,000 advertisers in the first quarter of 2011, compared with 92,000 in the first quarter of 2010, 180,000 in the full year 2010 and 131,000 in the full year 2009.

Since 2007, Yandex.Direct provides advertisers with a Metrica tool to appraise site audience quality and measure conversion ratio for keyword advertising.

Similar to Google AdWords Editor Yandex offers its own campaign editing platform known as Yandex Commander which helps to make large scale changes.