ad-tech control layer · v1
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РСЯ через DSP — это не ещё один способ купить Яндекс. Это способ вернуть контроль рекламодателю.

DSP не отменяет алгоритмы Яндекса. Она ограничивает их поле игры правилами рекламодателя: blacklist, brand safety, inventory rules и единая отчётность.

● Advertiser-defined rules
platform layer

Direct РСЯ buying

Platform-controlled optimization

Бюджет
РСЯ
Inventory
▣ opaque algorithm18 sources
vc.ru
rbc.ru
kommersant
habr
sports.ru
drive2
auto.ru
weather-app-7
torrent-mirror-3
wallpaper-hub
celeb-news-24
free-movies.tv
android-cleaner
qr-scanner-pro
horoscope-daily
??? ssp-xchg
lenta.ru
championat
opaque
Impressions
opaque
Clicks
opaque
Conversions

Advertiser sees the result, but has limited control over the route.

control layer

РСЯ through DSP

Advertiser-controlled buying layer

Бюджет
DSP
РСЯ
Inventory
01Blacklist
Exclude weak, risky or irrelevant placements
02Brand Safety
Control the environment where the brand appears
03Inventory Rules
Set buying logic, not platform incentives
04Unified Reporting
Compare РСЯ with other programmatic in one logic
▣ filtered inventory18 sources
vc.ru
rbc.ru
kommersant
habr
sports.ru
drive2
auto.ru
weather-app-7blocked
torrent-mirror-3blocked
wallpaper-hubblocked
celeb-news-24blocked
free-movies.tvblocked
android-cleanerblocked
qr-scanner-problocked
horoscope-dailyblocked
??? ssp-xchgblocked
lenta.ru
championat
transparent
Impressions
transparent
Clicks
transparent
Conversions
outcome dashboard
Placement quality
↑
Brand safety
↑
Waste
↓
Transparency
↑

Direct РСЯ

  • —Platform decides where to optimize
  • —Limited placement control
  • —Harder to exclude weak inventory
  • —Reporting stays inside platform logic

РСЯ through DSP

  • —Advertiser sets the buying rules
  • —Weak placements can be excluded
  • —Brand safety is controlled externally
  • —РСЯ becomes part of unified programmatic strategy
the bottom line

Don't just trust the algorithm. Define the rules of the game.