Yandex restored Direct cabinet after three days of outage

What the restoration changes for practitioners

Since October 15, the cabinet has been operating but in a limited functionality mode. Key operations are available:

• launching previously created campaigns;
• stopping active campaigns;
• topping up the balance;
• setting weekly budget limits on the shared account.

Restrictions remain. According to the company, statistics data may be incomplete, settings cannot be edited, and certain tools are unavailable.

Practitioners should keep in mind: inquiries accumulated during the outage were recorded manually by support services. Changes to campaigns were only made after access was restored, so some edits may have taken effect with a delay of up to three days.

Did advertisers leave

Earlier, Kommersant sources reported that some advertisers, due to the outages, decided to completely stop campaigns in Yandex Direct and switch to alternative channels. Yandex denied this possibility.

Later, two of the three named brands denied stopping their campaigns. The third company — Channel Five — according to Yandex's press service, is not a current Direct client. According to Kommersant, Channel Five is not a direct client: it operates on the platform through an intermediary.

For the market, this is a story of how infrastructure risk translates into advertising budgets. Campaigns continued to spend money as planned, but they could not be managed for three days — advertisers depended on manual recording of inquiries by Yandex support.