YAGLA

What YAGLA does

YAGLA is a Russian advertising technology company founded in 2014 and headquartered in Perm, operating an integrated platform for managing contextual and targeted advertising campaigns across Yandex.Direct, Google Ads, VK, and myTarget. The platform's core differentiator is its proprietary hyper-segmentation methodology (гиперсегментация), which dynamically matches landing page elements — including headlines, body text, images, and phone numbers — to specific search queries via a binding table (таблица связок) architecture, producing a personalized landing page per keyword rather than a generic one. Supporting tools include the Bidder (automated bid management), A/B testing, a UTM generator, a keyword normalizer, the Recommender optimization engine, and the Link Constructor for dynamic content replacement. The technology stack is PHP 8.4, VueJS 3, Yii 3, and MySQL 8, with documented integrations across 20+ CMS platforms (WordPress, Bitrix, Joomla, Magento, Tilda, Wix) plus call tracking (CallTouch, Ringostat), analytics (Yandex.Metrica, Google Analytics), and payment processors (Robokassa, PayMaster, YuKassa, Unitpay, Paykeeper).

The business model combines a freemium SaaS tier (free for users who create ad accounts and fund budgets through Yagla) with paid subscription plans for managing externally-created ad accounts, plus transaction-based commissions on ad budget top-ups (offset by up to 18% cashback via the Vitamin.tools ecosystem). A separate revenue stream comes from institute.yagla.ru, a licensed educational institute offering courses on Yandex.Direct configuration, website creation, and AI targeting under State Education License No. L035-01212-59/00203793. Yagla serves a long-tail customer base of Russian SMBs, individual marketers, freelancers, agencies, and e-commerce/marketplace sellers (Ozon, Wildberries). Distribution is fully self-serve and product-led through yagla.ru, supplemented by content marketing (blog, knowledge base, YouTube), an educational community, and bundled partner tools including LPgenerator and Wame.tools.

The company is registered in the Russian domestic software registry (reestr.digital.gov.ru/reestr/1578343) and lists Zitron Services LLP (UK) as its general partner. Two Perm-based LLCs operate the business: OOO Yagla (educational and platform operations) and OOO Centr Reklamnykh Byudzhetov (advertising budget services). With 11-50 employees, the company has been operating continuously since 2014, with an active ecosystem spanning proprietary tools, partner platforms, and a licensed education vertical.

Name

YAGLA

Legal name

Obshchestvo s ogranichennoy otvetstvennostyu «Yagla» (OOO «Yagla»)

Website

https://yagla.ru

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

YAGLA is a Russian adtech SaaS platform providing hyper-segmentation tools for managing Yandex.Direct, Google Ads, and VK campaigns, serving SMBs, marketers, and agencies in Russia via a freemium model with paid subscriptions, ad-budget transaction fees, and a licensed educational institute.

Ownership category

akta.pro rank

Product category

Advertising Technology (Contextual & Targeted Ad Management SaaS)

NAICS

Software Publishers (5132), Advertising Agencies (541810)

SIC

Services-Advertising (7310), Services-Prepackaged Software (7372)

akta.pro primary industry

Performance Marketing Automation & Bid Management Services (MPAAACAM)

Keywords

• Contextual advertising tools
• Hyper-segmentation methodology
• Advertising bid management
• Online advertising platform
• Advertising education courses

Headquarters

HQ city

Perm

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Платные тарифы (Subscription plans): Monthly subscription plans with varying limits on external ad accounts, tracked transitions, and websites. Free tier available under specific conditions. Paid tiers unlock working with external (non-Yagla-created) ad accounts.
2. Пополнение рекламного бюджета (Ad budget top-up fees): Yagla charges percentage fees when users top up their advertising budgets in Yandex.Direct, Google Ads, and VK through the platform. Fees vary by payment method (bank card, Sberbank, QR code, etc.) and include a cashback/rebate program returning up to 18% on ad budget replenishments.
3. Образовательные курсы (Educational courses): Online courses on Yandex.Direct configuration, website creation, and hyper-segmentation methodology offered through institute.yagla.ru. Courses include video lectures, practice materials, certification, and community access. Licensed under state education license.
4. Сервисный сбор (Service fee): A monthly service fee of 1,998 RUB (including VAT) is charged from users who remain inactive for more than six months, deducted from their general advertising budget balance.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

YAGLA provides a web-based advertising SaaS platform centered on its proprietary hyper-segmentation methodology, which dynamically substitutes landing page headlines, text, images, and phone numbers based on the user's specific search query in Yandex.Direct, Google Ads, and VK. The platform bundles an automated bid manager (Bidder), A/B testing, a recommender engine, a UTM generator, and a keyword normalizer, and lets users create and fund ad accounts directly inside the system. A licensed educational institute (institute.yagla.ru) sells structured courses on Yandex.Direct setup, website creation, and AI-based targeting.

Product overview

YAGLA is an integrated advertising ecosystem and technology platform for Russian-speaking markets. The core product consists of the YAGLA advertising platform enabling contextual and targeted online advertising management across Yandex.Direct, Google Ads, VK, and myTarget. The platform's flagship feature is its Hyper Segmentation methodology — a dynamic content replacement system that links specific advertising keywords to personalized landing page elements. The product portfolio includes complementary tools: the Bidder (automated bid management), Recommender (optimization suggestions), Link Constructor (dynamic content replacement), UTM Generator, Keyword Normalizer, and A/B Testing system. Partner platforms include Vitamin.tools (ad ecosystem with budget rebates), LPgenerator (landing pages), and Wame.tools (Telegram web apps). YAGLA Institute provides educational services including courses on Yandex.Direct setup, website creation, and AI-based targeting. The platform integrates with numerous CMS platforms (WordPress, Bitrix, Joomla, Magento, Tilda, etc.), call tracking services (CallTouch, Ringostat), analytics tools (Yandex.Metrica, Google Analytics), and payment processors (ЮKassa, Robokassa, Unitpay, PayMaster). Free tier available for accounts created directly in YAGLA; paid plans required for externally-created accounts.

Differentiator

Problem solved

Functional benefit

Products and services

• YAGLA Platform (advertising management SaaS)

Quantifiable outcome

• 3-5x more effective advertising campaigns compared to standard approaches
• +6 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration38 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core.

• Vitamin.toolscoreGTM or Marketing PartnerVitamin.tools is the primary advertising ecosystem partner, integrated into Yagla's platform. Users can fund advertising budgets and receive up to 18% cashback through the Vitamin.tools system. The partnership includes tools like the Recommender, Bidder, and A/B testing, with cross-registration enabling single sign-on across both platforms.
• LPgeneratorcoreTechnology or IntegrationLPgenerator is an integrated landing page constructor featured in Yagla's tool catalog. Users can create landing pages directly through Yagla with code installation instructions specifically for LPgenerator provided in the knowledge base.
• ООО «ЦЕНТР РЕКЛАМНЫХ БЮДЖЕТОВ»coreStrategic or Co-development PartnerCo-administrator of the YAGLA.RU service alongside ООО Ягла. Responsible for providing internet services for placing contextual advertising through YAGLA.RU in advertising systems. Shares the same Perm address as Yagla and operates the budget replenishment and account management services.
• Яндекс ОРД (Yandex Operator of Advertising Data)coreTechnology or IntegrationYandex ORD is the licensed operator of advertising data integrated into Yagla's ad compliance workflow. Yagla uses Yandex ORD to transmit advertising information to the authorized government body (RKN) as required by Russian advertising law, including ad marking and registration requirements.
• Yandex.Direct, Google Ads, VK РекламаcoreTechnology or IntegrationMajor advertising platforms integrated with Yagla's service. Users can create new ad accounts directly in Yagla for Yandex.Direct, Google Ads, and VK, or attach existing accounts. Ad budget management and campaign optimization tools work across all three platforms.

Scale indicators5 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• K50: K50 is a Russian analytics and optimization SaaS for contextual advertising campaigns in Yandex.Direct, providing automated bid rules and KPI tracking. It competes with Yagla's Bidder and Recommender tooling among professional advertisers and agencies optimizing large-scale Yandex.Direct accounts.
• Click.ru: Click.ru is a Russian contextual advertising automation and management platform supporting Yandex.Direct, Google Ads, and VK campaigns. It directly competes with Yagla in serving agencies and SMBs running programmatic and contextual campaigns, offering similar bid management and bulk optimization capabilities.
• eLama: eLama is a Russian SaaS platform for SMBs and agencies to manage contextual advertising across Yandex.Direct, Google Ads, and VK. It is the closest direct competitor to Yagla in the Russian ad automation space, with overlapping ad account creation, budget top-up, and campaign management features.
• Aori: Aori is a Russian advertising automation platform focused on Yandex.Direct and Google Ads management for SMBs and agencies. It is comparable to Yagla in offering self-service campaign creation, budget management, and optimization tools to Russian-speaking advertisers.

Broad incumbents

• Marin Software: Marin Software is a global enterprise bid management and campaign optimization platform for paid search and social. It overlaps with Yagla's Bidder and hyper-segmentation capabilities but serves global enterprise advertisers rather than the Russian SMB market.
• Google Ads: Google Ads is the global search and display advertising platform supported by Yagla for account creation and management. It provides native bid management, audience targeting, and optimization that compete with Yagla's value-added features at a much larger scale.
• Yandex.Direct: Yandex.Direct is the dominant Russian contextual advertising platform and Yagla's primary integration partner. It overlaps with Yagla's bid management and campaign setup functions as part of a much broader advertising platform offering.
• VK Ads: VK Ads (VKontakte advertising) is a Russian social network and advertising platform integrated with Yagla. It is comparable as a competing ad buying destination and campaign management surface for Russian SMBs and agencies.

Others

• LPgenerator: LPgenerator is a Russian landing page builder platform that is part of the Yagla ecosystem. It is an enabling technology provider, supplying landing page creation that Yagla's hyper-segmentation methodology depends on.
• Vitamin.tools: Vitamin.tools is the partner advertising ecosystem platform affiliated with Yagla, providing ad budget rebates and integrated tools. It functions as a complementary ecosystem partner rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Vitamin_tools/videos

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about YAGLA