Yandex, Google to link display ad exchanges

Russian internet search engine Yandex announced a partnership agreement in online display advertising sales with Google. 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.

RTB 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 is expected to result in a larger number of bidders, which is expected to also boost revenues. 

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 this year, the Yandex Advertising Network covered 96 percent of Russia's internet audience.