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What practical skills does a Yandex.Direct specialist need in 2025
The contextual advertising market has changed significantly. If previously the key skills were working with keywords and setting up campaigns, now the requirements are completely different. Let's look at what is really important for working with large projects:

Programming and automation. You can't do without understanding the basics of Python or JavaScript. Working with the Yandex.Direct API has become a mandatory skill. The reason is simple: when working with large catalogs (from 10,000 SKU), manual control is physically impossible. You need to be able to:

Create automated bid management rules;
Develop monitoring and alert systems;
Analytics and data management. SQL and working with large japan cell phone number list data sets have become basic requirements. It is important to be able to:

Build complex attribution models;
Work with raw data from different sources;
Create predictive models.
When working with a large retail chain, we faced the need to combine data from Yandex.Direct, CRM and warehouse accounting systems. We had to develop our own system of data aggregation and analysis for the correct assessment of advertising effectiveness, taking into account the marginality and turnover of goods.

Understanding business processes. It is not enough to just set up advertising. You need to deeply understand:

Economics of the client's business;
The specifics of warehouse logistics work;
Features of sales in different regions;
Seasonality and product life cycle.
This is important because modern advertising systems allow you to very finely tune your impressions taking into account all of these factors.