Yandex has announced the introduction of new advertising tools for devices based on the YaOS operating system. Now, ad units will be displayed not only in online cinemas, but also when watching live television, as well as during web surfing. The technology uses widescreen videos with sound and banners that appear when the TV is turned on, when selecting channels, or in the search bar.
The "Direct" platform will be the main tool for placing advertising, covering more than 5 million devices from 35 manufacturers. Yandex emphasized that the system does not add new advertising inserts, but optimizes existing ones, applying targeting to increase relevance. For example, in the Kinopoisk application, advertising is integrated into live broadcasting, available to both subscribers and ordinary users.
The expansion of YaOS advertising capabilities reflects the trend towards monetization of smart devices. For users, this may mean more personalized advertising, but also an increase in its quantity. For the market, this means increased competition in the Smart TV segment and the development of targeting technologies. The introduction of such solutions contributes to the development of the Yandex ecosystem, but raises questions about the balance between commercial interests and audience convenience.
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