Yandex has added a new setting to its contextual keyword targeting feature, allowing users to target people by mobile app interests. The new feature is available in ad networks and ad exchanges for mobile app campaigns. Advertisers using the new addition can select from a choice of 40 different 'interests', including finance, sport and shopping, in order to target potential customers. The feature has been developed to make it easier for advertisers to target mobile users, since mobile searches can be very different from desktop searches.Â
