Development and Integration of a New Type of Tracker for Yandex Online Advertising

Student: Kopylov Oleg

Educational Programme: Applied Mathematics and Information Science (Bachelor)

Year of Graduation: 2024

Online advertising surrounds us everywhere. It is financially beneficial for online advertising to be effective, meaning that it leads users to take a specific action. To achieve this, advertisers target specific groups of users – the ones who will be interested in the advertisement – by, for example, using information about users' previous actions. Almost always, users interact with various types of advertising: search ads, ads on the Telegram messenger, ads on websites, and many others. Analyzing the actions of the same user across multiple types of advertising simultaneously is problematic because the methods of identifying the user in different types of advertising do not match. To solve this problem, Yandex integrates with an external tracker called TargetAds. This bachelor's thesis is dedicated to the backend development behind the aforementioned integration.

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