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Yandex.Direct Announces Changes to Auction Model and Ad Relevance Ranking

Internet, August 31, 2015. Yandex.Direct, Yandex's pay-per-click advertising platform, is changing its auction system and introducing new ranking rules for paid search results. Starting tomorrow, instead of a generalized second-price auction (GSP), Yandex.Direct will be using a Vickery-Clarke-Groves (VGC) auction to serve ads in the premium positions on its search engine results page (SERP) and the SERPs of websites in the Yandex Advertising Network. Ads competing for the ad block on the SERPs will be selected based on their quality, in addition to advertisers' bids. These changes are aimed at providing Yandex's advertising clients with maximum traffic at an optimal price, while serving the ads that are most relevant to our users.

"Changes in Yandex.Direct respond to...