Google and major Russian search engine Yandex enter real-time bidding programmatic partnership
Russia’s largest search engine, Yandex, has announced a real-time bidding (RTB) partnership with Google which will give its advertising clients access to Google’s DoubleClick AdExchange.
Deal: Russia's Yandex has entered into a partnership with Google
The deal will see Google’s demand-side platform DoubleClick Bid Manager connect to Yandex’s real-time bidding system, and Yandex’ demand-side platform AWAPS connect to the DoubleClick Ad Exchange. A statement from Yandex said the agreement applied only to display advertising and did not cover “text-based contextual advertising”.
Nikolay Danilov, head of sales technologies at Yandex, said: “The integration of the two advertising systems will undoubtedly stimulate the online advertising market.
“The transparency that is characteristic of RTB systems created 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.”
Frank Einecke, head of SEEMEA Media Buying Solutions at DoubleClick, added: “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.”
According to comScore, the Yandex Advertising Network covers 96 per cent of Russia’s internet audience. A number of sites on the network are using the Yandex’s RTB system, which was launched in 2012.
The news follows the recent announcement of another programmatic partnership with Google, this time from the Local Media Group, a consortium of over 800 US local newspaper and 200 broadcast titles, which Google said created a “unique” private advertising exchange.