Yandex.Direct Launches New Mobile Targeting System

Yandex.Direct has launched a new mobile targeting system. The recently released update means that mobile app promotion can now be focused on users who have a “confirmed interest” in similar apps to your own. The new Broad Interests option means that promotion of something such as a fitness app, can now be targeted at those whose other downloads fit within the Health and Fitness category. The new function can be found within the new Interests field, which is visible at the ad group level interface. However, Yandex recommends only targeting by app category on those strategies developed for mobile, although it is available for all strategies in ad networks. You will also be able to choose the manual strategy option, allowing you to set different bids and app categories to target.