How does advertising work in Yandex and Google?

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In a broader sense, remarketing is an advertising strategy aimed at retaining the attention of users who are interested in a brand's products. And retargeting is a way of showing ads to the relevant audience.

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With retargeting, the system “spins” ads to those users who have previously interacted with the brand: visited the site, liked posts on social networks, watched videos on YouTube. This is a “warm” audience that brings in the most conversions.


Advertising is displayed on partner and proprietary services of Google and Yandex (YAN).

Another study , from the Skai platform, shows that 60% of consumers are neutral about such advertising, while a quarter are positive, since it reminds them of products they have already been interested in.