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Wednesday, February 26, 2014
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Yandex Partners with Google On Advertising
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Yandex is partnering with Google to allow their respective advertising clients bid for ad displays that will appear to
each other's inventories.
Through Google's subsidiary DoubleClick, the company's
advertising clients will have access to one of Russia's
largest advertising inventories offered by publishers in
Yandex's Advertising Network, while the advertising clients of
Yandex will be able to bid for ad displays in the global
inventory of DoubleClick AdExchange partners. Both systems are
powered by the real-time-bidding technology.
The current arrangement between Yandex and Google only relates
to display advertising, and does not cover text-based
contextual advertising.
Google and Yandex will complement each other in terms of user
data, audience-targeting and bid-optimisation.
The two companies have already signed the bilateral
partnership agreement, and they are now at the technical stage
of implementing this project.
The agreement is expected to increase advertising inventory
available to the clients of both companies whose respective
advertising pools in the CIS countries don't overlap much.
Yandex launched its own Real-Time Bidding system for
auctioning ad impressions to advertising systems in March
2012. Yandex.Direct and myThings were participants in the
auction, which were later joined by Tinkoff Digital, the
developer of Russia?s first RTB platform, and LaModa, one of
the most popular fashion e-retailers in Russia.
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