Yandex, the online marketplace for Russian-speaking immigrants and other citizens of the former Soviet Union, said Thursday it is giving away $100 million in advertising to fans in the coming weeks to encourage them to use the service and to help fund its growth.
Yandex.ru said it was the first Russian-language social network to offer advertisers free advertising on its platform.
The social network’s new ad campaign for the year of 2020, which will be launched with a live stream of a YandEX concert in St. Petersburg on Aug. 10, will focus on the “connectivity and culture” of Russian-speakers living in the United States.
The Russian-origin group said it will also give away $1 million to a nonprofit that helps children who have difficulty reading, write and speak Russian.
It will also share $100,000 in ad revenue with the organization for a number of initiatives including “a platform for educational opportunities,” and $500,000 to a number-two nonprofit that provides “human rights education.”