Yandex And Google Partner To Open Up RTB Display Inventory

Yandex Google Display Inventory PartnershipYandex, Russia’s largest search engine, has announced a new partnership with Google that will open up display inventory to their respective advertisers. Google’s DoubleClick clients will gain access to the display ad inventory available on the Yandex Advertising Network. Likewise, Yandex advertisers will be able to enter real-time bidding auctions on the DoubleClick AdExhange.

The companies say the inventory overlap is minimal. ”Google and Yandex complement each other in terms of user data, audience-targeting and bid-optimisation, with Yandex’s machine learning technology MatrixNet providing fluidity and precision to behaviour-based targeting, and Google’s cutting-edge ad display optimisation giving all market participants the best value for their money,” says the Yandex press release.

The partnership covers display ads only and does not include text-based contextual or search advertising. The partnership expands the inventory pool available in the real-time bidding (RTB) systems of both companies.

Yandex display inventory for Google Doubleclick clients

In addition to being able to offer their customers bigger pools of RTB accessible inventory, both companies clearly believe it’s good business for themselves and the publishers in their networks by increasing competition and bids for popular ad spaces. As the Yandex announcement puts it, expanding the RTB-based advertising market “gives a new kick to competition and boosts the quality of advertising space – the better is the inventory, the more desirable it is for buyers, the higher bids it generates in a real-time bidding auction.”

The companies are working on the technical implementation of the project at this point.

Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising: Programmatic Media Buying | Google | Google: Display Advertising | Top News | Yandex


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!