Yandex launches profit-based ad strategy and tests AI ad placements
Yandex has launched a new advertising strategy that evaluates ads based on profit from promotion, while also testing AI-driven ad placements in search results, with significant growth in AI ad impressions for top financial advertisers.
Consensus
- Yandex has launched a new advertising strategy focused on profit from promotion.
- The new strategy evaluates ads based on margin and promotion costs and automatically adjusts bids.
- The strategy is now available to advertisers after being in beta.
- The strategy allows for conversion-based payment and optimization across multiple goals.
- Over 15,000 advertisers used the strategy during testing and generated approximately 1.5 billion rubles in profit.
- Yandex is testing AI-driven ad placements in its search results, specifically in the AI-generated response section.
- These AI ads are labeled as 'Promo' and appear at the end of search results when relevant to user queries.
- The use of AI ad placements has increased significantly for top financial advertisers in the second quarter of 2026.
- More than 90% of AI ad placements in the neural block are attributed to Sber, Yandex, and T-Bank.
- It is not possible to buy advertising separately in the AI output section.
Points of divergence
- The share of neural output in total ad impressions for the ten largest financial advertisers in Yandex increased from 17% to 30% in Q2 2026. — kommersant
- Participants in the market believe that only large advertisers with big promotion budgets gain advantages in the number of AI ad impressions. — kommersant
Coverage (2 sources)
- Yandex has taken out of beta a strategy that evaluates advertising by profit from promotion — Московский кэш
- In the AI output of 'Yandex Search', mechanisms for promotion are being actively tested — Коммерсантъ