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.