The infrastructure of Yandex Direct faced significant operational challenges in October 2026. The company officially announced the shutdown of its damaged data centers located in Sasovo and Vladimir.
Additionally, Yandex reported that a portion of its infrastructure in Kaluga sustained damage. While the company did not confirm a complete cessation of the Direct platform, these events highlighted the risks of business reliance on external advertising services.
The author suggests that businesses should shift focus from purely performance-based advertising channels toward broader marketing strategies, including product positioning, pricing, and market selection.
