At the "IN:Retail" conference, the Yandex Reklama team announced an ad block editor designed for launching retail media. The new solution allows online stores to monetize product advertising on their resources without the need for months of development and significant investments.
According to the developers, previously, launching retail media independently could take up to three years and require annual investments of 250–350 million rubles. With the new tool, the process is reduced to a few days and does not require the involvement of technical specialists.
The editor is available for free after registration in the Yandex Retail Media personal account. It allows users to customize the appearance of ad blocks, adapting them to the platform's design. The editor offers five promotion formats: product shelf, horizontal and vertical cards, grid, and slider card. There are also ready-made templates and a preview mode. Partners do not need to search for advertisers, as brands and distributors independently launch promotions through the "Direct for Vendors" account.
Maria Starskaya, Head of Yandex Retail Media Development, emphasized:
We have rethought the architecture of launching retail media: instead of each retailer building infrastructure from scratch, we have moved all technical complexity to our platform. The platform only needs to configure the appearance and place the code – then the system works independently: it selects products, renders blocks, and calculates statistics. This is a fundamentally different model for entering the market.