Yandex offers Facebook to exchange user data
Advertisers delighted
Facebook data center in Iowa
Yandex is in talks with Facebook about partnerships in the Russian market. This sensational news was published today by the newspaper Vedomosti with reference to an informed source who knows about the negotiations in Yandex.
The world's largest social network and the most popular search engine in Russia allegedly discuss several options for cooperation:
- Promotion of Yandex services on Facebook.
- User data exchange .
In the comments for "Vedomosti" advertisers do not hide the enthusiasm. After all, now in Yandex.Direct they will be able to target advertising on the personal data of consumers: by age, sex, marital status, taking into account information about travel, hobbies and much more .
Strategically, a deal is perfectly logical. Yandex and Facebook have common competitors - Google and Vkontakte.
Yandex and Facebook complement each other perfectly. The first one has very weak positions in the mobile market, where Google dominates with the Android operating system. The Russian company does not have its own mobile platform and is forced to distribute services through a competitor platform. In turn, the Facebook application is in the top 3 of the most popular mobile applications in the world. In I quarter. In 2016, mobile advertising brought Facebook almost 80% of advertising revenue, to Yandex, only 21%.
At negotiations with Facebook, the possibility of promoting Yandex services on Facebook is being discussed. This is a taxi call, the purchase of goods, movie tickets, airline tickets, hotel bookings and so on. Vedomosti writes that companies are discussing exclusive conditions for Facebook users - free access to Yandex.Music, discounts on travel to Yandex.Taxi.
But all this is minor compared with the main subject of negotiations - databases with personal information about users in advertising networks of Yandex and Facebook.
The head of a large advertising group shares admiration in an interview with Vedomosti: “If Yandex really succeeds in combining data with Facebook, runet advertisers will receive a lot of data about users - not only the history of search queries, but also information about marital status, travel, hobbies, and t .d. "
Yulia Koneva, director of national marketing for Russian McDonald's, agrees with him: “These social networks provide an opportunity for very targeted advertising on almost guaranteed user characteristics.”
On the other hand, thanks to Yandex, Facebook will be able to improve its position on the Russian social networking market, where it is noticeably inferior to Vkontakte.