Ask the Expert:
What’s the Yandex Ads approach to third-party cookie deprecation?

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Sergey Lisitsyn

Head of International
Mobile Products & Data
 Yandex Ads

The deprecation of third-party cookies, which were once a digital marketing staple, is prompting a major strategy rethink across the ad industry. This change, driven by growing concerns over user privacy, poses both challenges and opportunities.

Yandex Ads Ecomm+, an AdTech platform built for ecommerce, is at the forefront of adapting to these changes. Our approach is high-tech and client-centered, ensuring that our partners thrive in this new landscape.

1. Privacy Sandbox integration

Google's Privacy Sandbox initiative is a big step towards a more privacy-conscious web. It's a suite of proposals — Topics API, Protected Audience API, Attribution Reporting API, and many more — that aim to balance effective advertising with improved user privacy.

At Yandex Ads, we're fully on board with a safer web for all. Even as you read this, we're actively working with Google Privacy Sandbox proposals so that our advertisers have more ways to reach their audience — without compromising on user privacy.

2. Collaborating on the future of web privacy

In our quest to balance user privacy and ad success, we’ve become members of the World Wide Web Consortium’s (W3C) Privacy Community Group. The group’s mission is to “to incubate privacy-focused web features and APIs to improve user privacy on the web through enhanced browser behavior.”

Our involvement isn't just about staying informed; it's about shaping the future of web privacy. To that end, we've also established an internal working group dedicated to aligning Yandex Ads with the top global privacy standards — and to help create those standards in the first place.

3. Advanced Matching for first-party success

Cookieless is all the buzz in 2024, but the truth is — it’s nothing new. Google Chrome is only catching up now, Safari, Mozilla Firefox, and Apple iOS have been phasing out third-party cookies for years. It’s no surprise, then, that we’ve had cookieless solutions running this whole time.

One of these is Yandex Metrica’s Advanced Matching tool. Advanced Matching helps you increase the effectiveness of ad campaigns and understand user behavior, even if they’re using a browser that limits third-party cookies.

4. Pay-per-result structure

Tech innovations are great and all, but who’s ready to put their money where their mouth is? Well — we are!

To remove the burden of wasted budget from our advertisers, we charge only per result. This revenue sharing-style advertising structure is a game-changer because it reduces risk. We provide top-of-the-line tech, and then we help you achieve your desired results by only charging when you get them.

By centering client success, especially at a time when ad budgets are tight, we’re making efforts to ensure that we all win together in the cookieless world.

Key takeaways

Businesses can’t wait for the cookie dust to settle to start getting conversions again — and we get that. That’s why we’re committed to helping e-commerce businesses thrive, no matter the market. Today, that means smart cookieless solutions, pay-per-result billing, and real human customer service.

Explore Yandex Ads Ecomm+ and get maximum conversions for your business. Watch out, cookieless world — here you come!

Ask the Expert: What’s the Yandex Ads approach to third-party cookie deprecation?