Yandex Direct Ads in Telegram vs Telegram Ads: Which One to Use in 2026

Search for “Telegram ads” in Turkey or Russia today and you will meet two very different things. One is Yandex: Yandex Direct sells ad posts in Telegram channels that joined its ad network, and since it opened the product to Turkish advertisers it competes for the same budgets. The other is Telegram Ads, Telegram’s own ad platform at ads.telegram.org. Both are sold as “advertising in Telegram”, yet you buy different inventory, under a different pricing model, with different rules and a different ad lifetime. This guide puts them side by side. Every fact about Yandex comes from Yandex’s own help pages, every fact about Telegram from Telegram’s official pages; we opened all of them in October 2026 and link each one. Adsly wrote this page: we open Euro Telegram Ads accounts and do not sell Yandex ads.

The short answer: two products, two markets

• Who sells. Yandex’s ad is published by a Yandex bot in a channel whose owner connected it to the Yandex Advertising Network. Telegram Ads are shown by Telegram itself; the channel owner connects nothing.
• What you pay for. On Yandex, clicks or post views. On Telegram Ads, a bid per thousand impressions (CPM) in an auction.
• How long it runs. A Yandex post stays in the channel for 48 hours and is deleted. A Telegram ad runs until its budget is spent or you stop it.
• Where. Yandex’s product is open to advertisers from five countries, and its channels come from those five countries. A Euro Telegram Ads account is World: every available country, chosen per campaign.
• Rules. Yandex keeps its own topic restrictions for messaging apps per country; Telegram has its own ad policy.

What Yandex Direct ads in Telegram are

Yandex’s help centre calls the product “Ads in messaging apps”: relevant ads appear in public and private Telegram and MAX channels of Yandex Advertising Network partners (Yandex Direct help). It is available to advertisers based in Russia, Belarus, Uzbekistan, Kazakhstan and Türkiye, and MAX impressions are served only in Russia. For a Turkish advertiser that means Telegram channels.

On the channel side, a channel can join only if it is more than a month old, has at least 1,000 subscribers, posted within the last two weeks and gets at least 300 views per post within 48 hours; most of its audience must be in Russia, Belarus, Uzbekistan, Kazakhstan or Türkiye (Yandex requirements for Telegram channels). The same page says most Yandex advertisers are Russian brands and companies, and that channels with a strongly regional focus may get no ads at all. Group chats and bots cannot join — only channels. The channel owner gives the Yandex bot admin rights, the bot publishes ad posts on the schedule the owner sets and deletes them 46–48 hours later (Yandex page for channel owners, in Turkish). Yandex does not publish the number of Turkish channels on these pages.

Advertisers get two placement formats for Telegram.

Automatic channel selection: pay per click

The algorithm picks the channels. Your controls (create and set up):

• Campaign. A new unified performance campaign only; you cannot switch an existing campaign’s placement to messaging apps, and once saved the placement does not change.
• Strategy. “Maximize conversions” paid per click (with a weekly budget or a maximum CPC) or “Maximize clicks”.
• Channel geography. The regions whose channels should show your posts. Yandex estimates where a channel’s audience lives from subscribers’ clicks, using its Crypta technology.
• Channel selection method. All relevant topics (the default), selected topics from a fixed list — it includes “Cryptocurrency”, “Economics and law”, “Business and marketing” and “Games” — or a free-text content description of up to 200 characters. The system shows sample channels, but you cannot pick or exclude channels from that list.
• Blocking. After the campaign is created you can block specific channels by their t.me link (placement specifics).
• Bid adjustments. Gender, age and income level raise or lower the price of a click.
• Audience forecast. Subscriber reach and the share of matching channels.

Pricing: you pay only for clicks, and the maximum bid starts at 30 rubles on the English help page and at 14 Turkish lira on the Turkish one (Turkish help page). Ads are distributed by bid, quality coefficient and the CTR forecast for each impression, and the ad with the best combination gets the slot; the Russian version adds that the click price follows a second-price principle (Russian help page). You pay for clicks during the first 48 hours after the post goes live, after which the post is deleted automatically. Yandex also warns that impressions can take longer to start than ordinary network ads, and that new posts stop 48 hours before a campaign end date.

Catalog channels: pay per view

Here you choose the channels yourself; the format carries a beta label (create and set up, catalog):

• Find channels by name, link or filters: messenger, channel category, price forecast, CPV, subscribers, gender, region, similar channels, similar audience, channels from a file. The catalog holds channels from Russia, Belarus, Uzbekistan, Kazakhstan and Türkiye, all of them open to every advertiser.
• For the chosen channels the system shows subscribers, ERR, forecast views, average CPV and campaign cost.
• A campaign runs for 4 to 15 days, and a delayed start can be at most 30 days after creation (placement specifics, catalog).
• Slots are booked only when your balance holds at least half of the calculated budget.
• The post goes out once in each chosen channel, for 48 hours, in the nearest free slot; to appear more often you launch more campaigns.
• You pay only for unique views; the Russian help adds that there is no auction — the post goes into the first available slot.
• The ad language must match the channel language.
• Launching does not guarantee the post goes out: Brand Safety can block it, the channel can be removed from the network, or it can leave or change its price.

Yandex’s rules for Turkey

The Turkey section of Yandex’s help says (placement specifics):

• You can target Russia and Türkiye, but each country needs its own campaign; ads targeting Türkiye must be in Turkish, ads targeting Russia in Russian.
• Ads in messaging apps can’t promote alcoholic beverages, tobacco products, medical services, medicines, weapons, gambling, magic, adult products or similar categories.

For Russia the list covers sensitive personal topics, magic, military themes, weapons and weapon-like products, tragic and adult topics and social ads; pay-per-view placements in Russia also restrict dating, lotteries, pawnshops, debt collection and several other categories.

What the ad looks like and what you can change

The ad looks like an ordinary channel post: an image or video, a clickable title, a link to your site, the ad text, an “Ad” label and a link to advertiser information, sometimes with an age label. The limits:

• title up to 56 characters, text up to 764 characters, with bold, italics, underline and strikethrough;
• up to 5 emojis from a fixed set;
• up to 10 images (JPG or PNG, up to 10 MB each) and a video, ideally under 10 MB for autoplay;
• an action button;
• for a Telegram channel, an invite link.

A published post cannot be edited. You can only see it for 48 hours after it goes out, so Yandex suggests building placement reports for the current day. On the plus side, a channel post is seen by everyone, Telegram Premium subscribers included.

Paying Yandex

For “other countries”, Turkey among them, Yandex Direct’s payment page lists bank transfers or Visa and MasterCard cards in euros, pounds, US dollars, Swiss francs, Turkish lira, yuan or dirhams; the Turkish version of the page describes paying in Turkish lira (Turkish payment page). On the first payment an individual uploads a scan of a passport, residence permit or tax residency certificate, and the check can take up to three business days; a company uploads proof of registration (Yandex Direct payment methods). If you are not an advertiser from one of the five countries, ads in messaging apps are not available to you.

What Telegram Ads is

Telegram Ads is Telegram’s own platform at ads.telegram.org. Its home page opens with two numbers: every month 1 billion Telegram users generate 1 trillion views in public broadcast channels, and half of Telegram Ads revenue goes to the owners of the channels where the ads appear (ads.telegram.org). Sponsored messages appear in public channels with more than 1,000 subscribers (Telegram Ad Platform Explained). No channel joins a network or adds a bot: in Telegram’s own words, official sponsored messages are shown by Telegram (Telegram Premium FAQ).

Targeting: channels, users, bots and search

The ad form has four target types:

• Users — country, city or region, language, interest topic, device and the channels people follow, each with exclusions.
• Channels — specific channels by link, or channels by language and topic.
• Bots — placement inside chosen bots.
• Search — placement in Telegram search by keywords; Telegram’s guidelines refer to the search keywords selected for ad placement (Ad Policies and Guidelines §4.8).

Every option is covered in our Telegram Ads targeting guide. The key difference from Yandex’s automatic format is control: on Telegram Ads you decide which channels, which channels’ followers or which searches see the ad. Telegram has a language rule too: the language of the targeted channel should match the language of the ad and of its destination (§4.7).

The ad itself is short: under the guidelines, up to 160 characters of text including spaces, plus a button that opens the advertised destination (§1). On Telegram’s self-serve platform links may only lead to a Telegram channel or bot, and links to external sites are not allowed (Getting Started). A Euro account can also send the ad to a website and add an image or a video.

Pricing: a CPM auction

On Telegram Ads you bid per thousand views. Under the platform’s terms, the service is provided whenever your CPM bid wins the auction for a particular publication space, for as long as the ad’s budget and your balance allow (Terms of Service §3.1). The official minimum CPM on the self-serve platform is 0.1 TON, and that platform is paid in Gram, the cryptocurrency Telegram uses. The ad keeps running until its budget is spent — there is no 48-hour expiry. Statistics show views and how many people joined your channel or started your bot after seeing the ad, by minute or by day.

Moderation and edits

Telegram’s team reviews each ad; its status is In Review, Declined (with an explanation and a link to the rule), Active, On Hold or Stopped. The title, text and URL can be changed at any time; only targeting is fixed, and “Create a similar ad” copies the ad when you need new targeting (Getting Started). The terms promise no review time frame (§3.2). Our own measurement: across 13,199 campaigns created through Pro Panel from 7 to 27 September 2026, the moderation decision usually came in under an hour.

Two more rules matter. Telegram’s official sponsored messages are hidden for Telegram Premium subscribers (Telegram Premium FAQ). And Telegram’s public ad policy prohibits gambling ads (§5.6); for gambling Adsly has two formats of its own, described below.

Yandex Direct Telegram ads vs Telegram Ads: comparison table

	Yandex Direct (ads in messaging apps)	Telegram Ads (Adsly Euro account)
Who sells it	Yandex; a Yandex Advertising Network bot posts in partner channels	Telegram’s own platform, ads.telegram.org; Adsly opens the account
Where the ad appears	Public and private Telegram channels that joined the network (MAX only in Russia)	Public channels with 1,000+ subscribers, targeted users, bots and Telegram search
Format	A post in the channel’s name: title up to 56, text up to 764 characters, up to 10 images, video	A Telegram sponsored message: text up to 160 characters and a button; an optional image or video
Pricing model	Per click (automatic selection, auction) or per view (catalog, no auction)	CPM bid in an auction
Floor	Maximum bid from 30 rubles or 14 lira; catalog needs half the budget on balance	Official minimum CPM 0.1 TON on the self-serve platform
Lifetime	Post deleted after 48 hours; catalog campaign 4–15 days	Until the budget is spent or you stop it
Edits after launch	Not possible	Title, text and URL at any time
Choosing placements	Algorithm (automatic) or you (catalog)	You: specific channels, followers of channels, bots, search keywords
Targeting	Channel geography, topics, content description; gender, age, income adjustments	Country, city, language, interests, device, followed channels; channels; bots; search
Telegram Premium users	See the ad	Do not see the ad
Advertiser’s country	Russia, Belarus, Uzbekistan, Kazakhstan, Türkiye	No five-country rule; Adsly opens the account
Target countries	Channels from those five countries	Every available country, chosen per campaign
Language rule	Turkish for Türkiye, Russian for Russia; catalog ad language = channel language	Channel language = ad and destination language
Destination	Website or channel invite link	Channel, bot, Mini App; website too on Euro
Topic limits	Per-country lists; in Türkiye gambling, alcohol, medicines, adult products and more	Telegram’s ad policy; two Adsly formats for gambling
Moderation	Yandex moderation, anti-fraud, Brand Safety	Telegram moderation; Adsly has a direct line to it
Payment and documents	Bank transfer or card; ID or tax certificate on the first payment	Any cryptocurrency; no KYC, no documents
Reporting	Yandex Direct reports and Yandex Metrica	Views, channel joins, bot starts; Pro Panel analytics

Telegram Ads prices measured in Pro Panel

Yandex does not publish an average click price for Telegram placements — only the bid floor. For Telegram Ads we can show our own measurement; Adsly’s own accounts are excluded.

Measurement (Euro accounts, 14 August – 14 October 2026)	Value
Impressions	20.3 million
Cost per thousand impressions (CPM)	€2.36
Click-through rate (CTR)	0.77%
Average cost per click	€0.31

On Telegram Ads you pay for impressions, not clicks; the cost per click above is spend divided by clicks. Euro campaigns aimed only at Russia: 12.6 million impressions at €1.54 per thousand, a 0.58% click-through rate and €0.26 a click. No Euro campaign aimed only at Turkey had spend in this period; Turkey-only campaigns ran on TON accounts: 1.17 million impressions at 0.37 TON per thousand, a 2.72% click-through rate and 0.014 TON a click. Prices by country and niche are in the October 2026 Telegram Ads price report, and the Turkish market is covered in Telegram Ads in Turkey.

The fair way to compare the two is not the price of a click but the price of a result: run the same offer as a small test on both and compare the cost per subscriber, per bot start or per lead.

Who should use which

Yandex Direct makes sense if…

• You already advertise in Yandex Direct, Yandex Metrica goals are set up, and Telegram is one more placement for you.
• You want clicks to a website and prefer to pay only per click.
• You pay by bank transfer or card with an invoice, and the first-payment document check is no problem.
• You want the ad to look like the author’s own post, with a large image or video and up to 764 characters of text.
• Your audience is in Russia, Belarus, Uzbekistan, Kazakhstan or Türkiye, and your topic is outside Yandex’s messaging-app restrictions.

Telegram Ads makes sense if…

• You are growing a Telegram channel, bot or Mini App: Telegram Ads statistics count joins and bot starts directly.
• You want to choose the channels, the followers of specific channels or the search keywords yourself.
• You advertise beyond Yandex’s five countries — Europe, the Gulf, Asia, Latin America: a Euro account is World.
• You want an ad that runs continuously rather than for 48 hours, and that you can fix while it runs.
• You are in finance niches such as crypto, forex, gold or stock signals: at Adsly these are regular niches.
• You promote gambling or betting: Yandex does not show it in messaging apps in Türkiye, Telegram’s policy prohibits it, and Adsly runs it in two dedicated formats.
• You want to start without documents and pay in cryptocurrency.

Using both

The two do not exclude each other. A business with a website can buy clicks on Yandex and grow its Telegram channel with Telegram Ads at the same time. Tag links with UTM parameters on both sides and decide on cost per result.

Where Adsly fits

Adsly works on the side of Telegram’s own platform, not Yandex’s. We open Euro Telegram Ads accounts and give you a panel to run them:

• Account in 48 hours. A Euro account opens within 48 hours after payment. Price your Euro account.
• No KYC, no documents. You name your niche; no passport, tax certificate or company papers.
• Any cryptocurrency. Pay in the crypto you prefer.
• World. Every new Euro account is World: every available country, and you choose the countries in each campaign.
• External links. A Euro ad can send people to your website, not only to a channel or bot.
• Direct line to Telegram moderation. We take disputed rejections straight to Telegram’s moderation; common reasons are explained in our guide to declined ads.
• Pro Panel free for the account’s lifetime. Bulk creation and copying, Recreate for declined ads, AutoCPM that moves the bid by whether the ad is actually visible, automation rules and analytics. See Pro Panel.
• Done for you. If you would rather not run campaigns yourself, there is Managed Service.

For the niches Turkish advertisers ask about most: crypto signal Euro account, forex Euro account for Turkey and gambling Euro account for Turkey. For gambling worldwide, see the gambling Euro account page. Prices are in the FAQ below.

How to launch Yandex Direct ads in Telegram, step by step

From Yandex’s help, for pay per click (create and set up):

1. Click Add → Campaign and open the Expert mode tab.
2. Choose Ads in messaging apps → Automatic channel selection, or a Unified performance campaign with Messaging apps as the placement. The placement cannot be changed after saving.
3. Tick Telegram, MAX or both.
4. Pick the strategy: Maximize conversions or Maximize clicks.
5. In the ad group, set channel geography, the channel selection method and, if needed, bid adjustments; check the audience forecast.
6. Add the landing link (an invite link for a channel), a title of up to 56 characters, text of up to 764 characters, images and video.
7. Check the preview — a published post cannot be edited — and launch the campaign.

For pay per view, step 2 is the catalog option instead, followed by a 4–15-day period and the channels from the catalog (create and set up, catalog).

How to start on Telegram Ads with Adsly

1. Choose your niche on the Euro account page.
2. Pay in any cryptocurrency.
3. Within 48 hours the account is open: you get the account on ads.telegram.org and Pro Panel.
4. Create your first ad: target type, country, language, CPM and budget. Step by step: how to create a Telegram ad campaign.
5. If the ad is declined, switch on Recreate or message us — our direct line to moderation is there for this.

Questions go to @adsly_pro, our only contact.

FAQ

How do Yandex Direct ads in Telegram work?

You create a Yandex Direct campaign with messaging apps as the placement. A Yandex Advertising Network bot publishes your ad as a post in Telegram channels that joined the network, with an image or video, title, text, link and an “Ad” label. With automatic channel selection you pay per click; with catalog channels you pay per view. The post is deleted after 48 hours.

Can I advertise on Telegram through Yandex?

Yes, if you are an advertiser from Russia, Belarus, Uzbekistan, Kazakhstan or Türkiye: you open a new campaign in Yandex Direct and choose messaging apps as the placement. It is a Yandex product shown in channels that joined Yandex’s network, not Telegram’s own platform. To advertise in Telegram’s own auction you need a Telegram Ads account; Adsly opens one as a Euro account in 48 hours.

Telegram Ads or Yandex: which is cheaper?

They are hard to compare directly. On Yandex you pay per click, with a maximum bid from 30 rubles or 14 Turkish lira, and Yandex does not publish average click prices. On Telegram Ads you pay per thousand impressions: across Euro accounts in Pro Panel from 14 August to 14 October 2026, CPM averaged €2.36, CTR 0.77% and the average cost per click €0.31. At Adsly the start is €500 of ad budget + 30% = €650 in total for regular niches, crypto, stocks, forex, VPN and CPA. Run the same offer as a small test and compare cost per result.

Can Yandex promote my Telegram channel?

Yes. Yandex recommends adding an invite link to the ad, and the post collects clicks or views for 48 hours. Telegram Ads counts channel joins and bot starts directly in the ad’s statistics and keeps the ad running while there is budget, which makes it the main tool for channel growth.

Can I advertise gambling or betting?

Not through Yandex in Türkiye: its rules exclude gambling from messaging apps there. Telegram’s public ad policy also prohibits gambling (§5.6). At Adsly gambling runs in two formats: an official Telegram Ads gambling account, opened even without a licence, from €25,000 of ad budget + 25% = €31,250 in total; or a test launch on our infrastructure, €5,000 + €1,500 = €6,500 in total.

Which is better for crypto, forex and signal channels?

Yandex’s topic list for channel selection includes “Cryptocurrency”, and its per-country restrictions are in its help. At Adsly crypto, stocks and forex are regular niches: €500 + 30% = €650, the account opens in 48 hours, and a Euro ad can link to a website or a broker page.

Do I need documents or KYC?

Yandex Direct asks individuals for a passport, residence permit or tax certificate on the first payment, and companies for proof of registration. Adsly has no KYC and asks for no documents: you choose your niche and pay in any cryptocurrency.

How long does my ad stay live?

On Yandex each post stays in the channel for 48 hours and is then deleted; a catalog campaign lasts 4 to 15 days. On Telegram Ads the ad runs until its budget is spent or you stop it.

Do Telegram Premium users see the ads?

Yandex’s ad is an ordinary channel post, so Premium subscribers see it too. Telegram’s official sponsored messages are hidden for Telegram Premium subscribers.

I am not in one of Yandex’s five countries — can I use it?

Yandex’s ads in messaging apps are available to advertisers from Russia, Belarus, Uzbekistan, Kazakhstan and Türkiye. If you are based in, say, Georgia, the UAE or the EU, that route is closed. An Adsly Euro account opens for you the same way — in 48 hours, without KYC, as a World account.

What does an account for nutra, adult or binary options cost?

At Adsly these niches start at €5,000 of ad budget + 30% = €6,500 in total. Yandex does not show adult products or medicines in messaging apps in Türkiye.

Sources

All Yandex and Telegram facts come from these official pages, opened in October 2026:

• Yandex Direct — Ads in messaging apps
• Yandex Direct — Mesajlaşma uygulamalarında reklam (Turkish)
• Yandex Direct — Реклама в мессенджерах (Russian)
• Yandex Direct — Create and set up (pay per click)
• Yandex Direct — Create and set up (catalog, pay per view)
• Yandex Direct — Placement specifics (pay per click)
• Yandex Direct — Placement specifics (pay per view)
• Yandex Direct — Payment methods
• Yandex Advertising Network — Requirements for Telegram channels
• Telegram Ads home page
• Telegram Ad Platform Explained
• Telegram Ad Policies and Guidelines
• Telegram Ad Platform Terms of Service
• Telegram Premium FAQ

We also compared Telegram Ads with Google: Telegram Ads vs Google Ads.