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BtoB

Yandex adds lookalike ad targeting

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Moscow—Russian Internet and search engine company Yandex has added a targeting tool that shows banner ads to Web users based on the similarity of their online behavior to others. Audiences are matched with advertisers’ own visitor data and processed through Metrica, Yandex’s Web analytics tool. Tests show that the new lookalike targeting increased click-through rates from banner ads by 300% for one advertiser, Yandex said in a statement. The new service is available to website owners with at least 15,000 visitors per week, the minimal sample size for the technology to find patterns, the company said.
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