Translated with AI from the Russian original.
Brands will be able to select specific Telegram channels to launch advertising in Yandex Direct. Channels will have the opportunity to increase advertising revenue by combining auction and exchange monetization models.
Advertising in Telegram channels looks like a regular post with a picture, cards, or video. If necessary, businesses can customize publications to the specifics of the channels. All advertising is automatically labeled in accordance with legal requirements.
As noted in the press service, Yandex selects the most popular channels with a high-quality audience, including those with millions of subscribers, to participate in the exchange. When choosing channels, advertisers will be able to focus on the price-quality ratio of the platform: topic, reach, and subscriber engagement.
In the auction monetization model, the price per 1000 views is formed based on the auction and depends on the effectiveness of the channel and conversions. In the exchange model, the channel owner independently sets the CPM and receives remuneration for the views actually received.
Current Yandex partners can already connect to the new tool in their personal account, and new ones can connect when registering with the Yandex Advertising Network. After additional moderation, channels can combine auction and exchange monetization models. As of July 1, 2025, more than 14,000 Telegram channels cooperated with the Yandex Advertising Network.
