Yandex And Google Partner To Open Up RTB Display Inventory

Yandex, 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.

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.

About The Author

Ginny Marvin

Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.