AdFox
AdFox is a Yandex-operated, self-serve ad management platform that lets Russian website, video, mobile-app, and Telegram publishers monetize inventory through direct sales, RSYA integration, Header Bidding, and Yandex Mediation.
- Company typePrivate
- Founded2005
- HeadquartersMoscow, Russia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What AdFox does
AdFox is an internet advertising management platform operated by Yandex (OOO Yandex / ООО «Яндекс»), a Russian technology company publicly traded on NASDAQ under ticker YNDX. Founded in 2005 and headquartered in Moscow, AdFox enables publishers to manage and monetize ad inventory across four surface types — websites, video resources, mobile applications, and Telegram channels. The platform unifies four monetization pathways: direct sales to advertisers and agencies, integration with the Yandex Advertising Network (RSYA), external network monetization via Header Bidding, and Yandex Mediation. Direct campaign impressions are billed on a CPM basis with volume-tiered pricing, while RSYA and external mediation impressions are not separately charged to publishers, and no invoice is issued below 600,000 direct impressions per month.
The technology stack centers on a self-serve dashboard accessible via Yandex Passport, with API access for programmatic report delivery and Excel export. Core capabilities include precise targeting by frequency, geography, device type, OS, browser, and Yandex Audience segments sourced from CRM, Yandex's Crypta identity layer, or external DMPs; real-time analytics across campaigns, banners, sections, and placements; IMS-standard viewability verification and fraud protection; role-based access control for site owners, assistants, and advertisers; and built-in tooling for Russian advertising compliance (ЕРИР submission, in-house ОРД, and "Advertising" label injection). The product suite is supported by documentation portals, video tutorials, online courses, and a Telegram channel, all in Russian.
Commercially, AdFox operates a freemium and usage-based model targeted at SMB and individual publishers inside the Russian market. The platform is positioned as part of Yandex's broader partner ecosystem, sitting alongside RSYA-for-Sites, RSYA-for-Apps, RSYA-for-Telegram, RSYA-for-Bloggers, and a Retail Media sub-product. Distribution is entirely self-serve, with no named enterprise customers or anchor logos disclosed. Strategic differentiation rests on tight integration with Yandex's demand-side stack and on regulatory tooling that would be costly for independent adtech vendors to replicate in Russia.
AdFox firmographics
Firmographics- Name
- AdFox
- Legal name
- OOO Yandex (ООО «Яндекс»)
- Website
- https://adfox.ru
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AdFox is a Yandex-operated, self-serve ad management platform that lets Russian website, video, mobile-app, and Telegram publishers monetize inventory through direct sales, RSYA integration, Header Bidding, and Yandex Mediation.
- Ownership category
- akta.pro rank
AdFox industry classification
Industry- Product category
- Digital Advertising Platform
- NAICS
- Advertising Agencies (54181)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- In-Game Advertising & AdTech (networks, mediation, measurement) (MPAFAJAH)
Keywords
Where AdFox is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices1 record
Markets served
AdFox business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Direct Campaign Impressions: CPM-based billing for direct advertising campaigns. Payments are made only for impressions of direct ad campaigns. If monthly direct ad impressions are less than 600,000, no invoice is issued.
- Yandex Advertising Network (RSYA): Integration with Yandex Advertising Network provides access to hundreds of thousands of Yandex advertisers and external DSPs connected to Yandex infrastructure. RSYA impressions are not charged separately.
- External Ad Network Monetization: Header Bidding and Yandex Mediation enable monetization through external ad networks. These impressions are also not separately charged.
- Internal Promotional Campaigns: Own promotional campaigns can be shown when no suitable ad is found in the auction, such as promoting new site sections or special offers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Banner advertising - volume-based CPM tiers |
| Freemium | Pay-as-you-go | Free tier for small publishers |
| Usage-based | Monthly | RSYA discount tiers |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
AdFox product offering
Product offeringCore offering
AdFox is a self-serve internet advertising management platform that lets publishers control ad displays across websites, video resources, mobile apps, and Telegram channels. It enables monetization through direct ad sales, integration with Yandex Advertising Network (RSYA), and external ad networks via Header Bidding and Yandex Mediation. The platform offers banner, video, branded-page, and in-app ad formats with targeting, real-time analytics, and Russian regulatory compliance tools.
Product overview
AdFox is Yandex's unified internet advertising management platform that enables publishers to manage ad displays across websites, video resources, mobile applications, and Telegram channels. The platform offers a comprehensive suite of monetization options including direct sales to advertisers/agencies, Yandex Advertising Network (РСЯ) integration, and external source monetization via Header Bidding and Yandex Mediation. AdFox provides advertising formats spanning banner ads, branded pages, video advertising, and in-app advertising. The platform includes essential capabilities such as precise audience targeting via Yandex Audiences (CRM, Crypta, external DMP integration), detailed real-time analytics with API access, viewability measurement and fraud protection per IMS standards, team role management, and Russian advertising labeling tools for ЕРИР compliance. The platform operates on a pricing model where direct campaign impressions are charged, with tiered CPM rates that decrease at higher volumes, plus discounts for Yandex Advertising Network impressions.
Differentiator
Problem solved
Functional benefit
Products and services
- AdFox Platform Internet advertising management platform for publishers to control ad displays across websites, video resources, mobile applications, and Telegram channels, supporting direct sales, Yandex Advertising Network monetization, and external source integration.
- Retail Media Retail media solution for retail advertising networks offered as a separate product under Yandex's product portfolio.
Quantifiable outcome
- Up to 90% discount on RSYA impressions with high RSYA share
Companies that use AdFox
Customer profileSegments4 records
Ideal customer profiles5 records
AdFox technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature7 records
AdFox partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Yandex Advertising Network (RSYA)coreDeep integration with Yandex Advertising Network (Рекламная сеть Яндекса) provides access to hundreds of thousands of Yandex advertisers and external DSPs connected to Yandex infrastructure. RSYA impressions are not charged separately and publishers receive discounts based on RSYA share percentage.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
AdFox competitors and assessment
Company assessmentBroad incumbents
- OpenX: Global ad exchange and SSP focused on programmatic publisher monetization across web, mobile, and CTV. It is comparable to AdFox as a multi-channel SSP with header bidding and demand aggregation for publishers worldwide.
- PubMatic: Independent global SSP providing programmatic monetization infrastructure for publishers across web, mobile, and video. It is comparable to AdFox because it offers header bidding, private marketplaces, and multi-channel ad serving to a publisher base.
- Criteo: Global ad-tech company focused on commerce and retargeting media for the open internet. It is comparable to AdFox as an established ad-tech player operating on the publisher monetization side of programmatic advertising with audience targeting capabilities.
- Index Exchange: Independent global ad exchange powering header bidding and programmatic demand for publishers. It is comparable to AdFox as a supply-side ad-tech platform enabling publishers to access aggregated demand sources through unified auctions.
- Magnite: Leading independent global SSP formed by the merger of Rubicon Project and Telaria. It is comparable to AdFox as a publisher-focused supply-side platform with header bidding, mediation, and CTV/video monetization capabilities across multiple channels.
- The Trade Desk: Global independent demand-side platform for programmatic advertising across channels including display, video, CTV, and audio. It is comparable to AdFox because it sits within the same programmatic ecosystem, accessing similar publisher inventory through header bidding integrations.
- Google Ad Manager: Global ad server and SSP from Google combining the former DoubleClick for Publishers and AdX. It is comparable to AdFox because it provides publishers with a unified ad serving, header bidding, and programmatic monetization stack, serving as the de facto global benchmark against which regional SSPs like AdFox compete.
Regional players
- Soloway: Russian ad-tech platform providing ad serving and monetization solutions for regional publishers. It is comparable to AdFox as a domestic Russian ad-server competitor operating in the same geographic market with overlapping publisher customers.
Direct peers
- Hybrid (formerly Between Digital): Russian programmatic ad exchange and SSP offering header bidding and mediation for publishers in the CIS region. It is comparable to AdFox as a direct SSP competitor serving the same Russian publisher base with similar header bidding and demand aggregation capabilities.
- Yandex Direct: Sister product within Yandex offering demand-side ad serving and campaign management tools. It is comparable to AdFox because both sit inside the same Yandex advertising stack and serve the same Russian advertiser and publisher ecosystem, addressing complementary sides of the market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
AdFox social profiles
Digital presenceAdFox compliance and trust
Trust signalCompliance1 record
AdFox financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdFox leadership team
Management profileNumber of profiles
AdFox funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdFox M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdFox
What does AdFox do?
AdFox is a self-serve internet advertising management platform that lets publishers control ad displays across websites, video resources, mobile apps, and Telegram channels. It enables monetization through direct ad sales, integration with Yandex Advertising Network (RSYA), and external ad networks via Header Bidding and Yandex Mediation. The platform offers banner, video, branded-page, and in-app ad formats with targeting, real-time analytics, and Russian regulatory compliance tools.
Is AdFox a public or private company?
AdFox is a private company. It is classified as corporate owned and is currently operating.
When was AdFox founded?
AdFox was founded in 2005. It employs 11 to 50 people.
Where is AdFox based?
AdFox is headquartered in Moscow, Russia, in the Europe region.
How does AdFox make money?
Four revenue lines are on record. Direct Campaign Impressions are the primary driver. The others are yandex Advertising Network (RSYA), external Ad Network Monetization and internal Promotional Campaigns.
Who are AdFox's main competitors?
Broad incumbents on record are OpenX, PubMatic, Criteo, Index Exchange, Magnite, The Trade Desk and Google Ad Manager. Soloway is listed as a regional player. Direct peers are Hybrid (formerly Between Digital) and Yandex Direct.
Does AdFox have an API?
Yes. AdFox provides API access for report delivery. Reports generated in the interface can be transmitted via API or in Excel format. The API allows programmatic access to campaign statistics, banner performance, section and placement data for real-time campaign monitoring.
What industry is AdFox in?
AdFox's product category is Digital Advertising Platform. Its primary akta.pro industry code is MPAFAJAH, In-Game Advertising & AdTech (networks, mediation, measurement). Its NAICS code is 54181 and its SIC code is 7310.