Russian search engine Yandex and Publicis-owned digital marketing agency VivaKi have today launched a new tool for targeting online display ads: Digital Eye. The new product is based on Yandex’s proprietary Crypta software and will only be available to VivaKi clients in Russia.
The technology allows marketers to target online consumers who have either not seen an ad on television or have seen the ad and need a reminder: the latter get a short version while first time viewers see more product information.
Lev Gleyser, Director of Display Advertising Development at Yandex, said: ‘Digital Eye is our first product created together with VivaKi. It is based on our behaviour analytics technology, Crypta, that can single out virtually any demographic as long as they display distinctive behaviour online.’
Aleksey Vasilenko, Non-TV Buying Director at VivaKi, added: ‘With Digital Eye, our clients will be able to boost the efficiency of their ads and optimize their budgets, especially for those campaigns whose audiences are hard to reach on TV. This project is part of VivaKi Russia's strategic program for developing new media planning and advertising tools in online marketing.’
Web sites: www.yandex.ru