Yandex (Nasdaq:YNDX), one of the largest internet companies in Europe and the leading search provider in Russia, today announced that Yandex and Google have entered into a mutually beneficial strategic partnership agreement in respect of online display advertising sales. Through this partnership, DoubleClick Bid Manager, Google’s Demand-Side Platform will be connected to Yandex’s Real Time Bidding system, while Yandex’s Demand-Side Platform, AWAPS will join Google’s RTB marketplace, DoubleClick AdExchange. The agreement only relates to display advertising, and does not cover text-based contextual advertising. Technical integration is expected to take several months.
Real-time bidding (RTB) is a new technology that allows buyers to evaluate, bid on and purchase ad inventory on an impression-by-impression basis. As a result of the integration of Google’s and Yandex’s RTB systems, Google’s advertising clients will gain access to the advertising inventory offered by publishers in Yandex’s Advertising Network, while Yandex’s advertising clients will be able to bid for display inventory in the DoubleClick AdExchange. This partnership will result in a larger number of bidders, which is expected to also boost revenues for the most sought-after advertising spaces.
“The integration of the two advertising systems will undoubtedly stimulate the online advertising market,” said Nikolay Danilov, head of Sales Technologies at Yandex. “The transparency that is characteristic of RTB systems creates new possibilities for growth. The more players, the wider range of ad inventory, the greater the competition for placement, and the higher the quality of the ads themselves. We anticipate that the partnership with Google will result in increased display advertising sales and improvements in ad quality.”
“We are happy about this partnership that will help to develop the RTB ecosystem in Russia. Given the adoption speed of RTB in this market, accessing local and global qualified inventory is key to our publishers and advertisers who are looking for incremental reach. We are very excited to see the Russian market moving towards innovative programmatic solutions that can serve both branding and performance strategies in reaching their targets in a more efficient way,” said Frank Einecke, Head of SEEMEA Media Buying Solutions, DoubleClick.
Yandex launched its RTB system in 2012. Several DSPs (Demand Side Platforms) are connected to it, including Yandex.Direct and Yandex’s display ad placement system AWAPS. Some of the sites in the Yandex Advertising Network have already entered the RTB system and others continue to sign on. According to comScore, as of January 2014, the Yandex Advertising Network covered 96% of Russia’s internet audience. Read more about Yandex’s RTB system in Products and Technologies on the company website.
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