User behavior on the marketplace

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Advertising on marketplaces. Yandex has launched a new advertising tool integrated directly into the largest marketplaces. This is not just product placement, but a full-fledged programmatic system that allows you to manage impressions based on many parameters:
Analysis of offline traffic through aggregated data from telecom operators;
Integration with Yandex geo-services to assess traffic;
Machine learning system for predicting effective impressions;
API for dynamic content change in real time.
The key feature of the technology is the ability to link offline impressions with online user activity. The system analyzes search activity within the radius of the screen placement and automatically adjusts the content and frequency of impressions.

Problems with measuring efficiency occur in the medium term, but we romania cell phone number list sometimes try to study how surges in search queries for certain product categories correlate with impressions on nearby screens within 40 minutes after the ad is shown. Based on the volume, we can create a system for automatically adjusting bids in contextual advertising based on this data in order to work more effectively with the audience at the moment of maximum interest. But, again, if we are talking about large volumes of impressions.

Browsing and purchase history;
Segmentation by price categories;
Dynamic pricing based on competition.
When working with a large catalog of household appliances (more than 15,000 SKUs), there is a risk of encountering the problem of internal competition of goods. The solution was found in the creation of an automated bid management system: an algorithm was developed that analyzes marginality, warehouse balances, and historical conversion data for each category in real time.

Digital screens: programmatic offline. Yandex has taken placement on digital billboards to a new level and turned it into a smart programmatic system with the ability to flexibly configure targeting and dynamically change content. The technology works on a combination of several systems: