Yandex

Yandex operates a vertically integrated digital platform model. It owns consumer traffic and inventory, sells advertiser demand through its buying tools, monetises third-party publisher and app inventory through its supply platform, and supports execution and measurement with ad serving and analytics software. This lets it participate across multiple layers of the advertising value chain: media demand, media supply, ad delivery and performance measurement.

Yandex is a Russian internet platform operator whose monetisation is led primarily by advertising across its own consumer properties and partner inventory. Based on the supplied product data, its core commercial stack includes a demand-side platform for advertisers, a supply-side platform for publishers and app developers, an ad server for media owners, and an analytics product linked to campaign measurement and optimisation. It also operates consumer-facing surfaces such as maps and content feeds that can carry advertising.

The company makes money by capturing advertiser spend through performance advertising, sharing monetisation with publishers across its partner network, and extending the value of its ecosystem through integrated ad tech and measurement tools. Its paying customers are mainly advertisers, agencies, publishers, app developers, website owners and media owners, rather than end consumers.