Google, Yandex Integrate Display Ad Platforms

If you can't beat 'em, join 'em? Google has teamed up with Russia's top search engine to help revolutionize display ads in the Russian market.

This morning, Yandex announced a partnership with Google for online display advertising sales.

In the deal, Google's demand-side ad platform, DoubleClick Bid Manager, will be connected to Yandex's real-time bidding system. At the same time, Yandex's demand-side platform, named AWAPS, will become part of the DoubleClick Ad Exchange, Google's real-time bidding marketplace.

Real-time bidding is a newer technology that allows buyers to bid and purchase ad space on an impression-by-impression basis. This partnership now allows both Google's and Yandex's real-time bidding systems integration, providing Google's advertising customers with access to Yandex's inventory and Yandex's ad customers access to the DoubleClick Ad Exchange.

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Yandex & Google: A Big Change for Russia's Display Ad Market

Yandex & Google: A Big Change for Russia's Display Ad Marketby Michael Bonfils,February 27, 2014 Comments

One of the fastest growing trends currently in digital marketing is real-time bidding. Today, we are finding it much more effective than classic display media buying due to the fact that the conversion rate can reach more than 10 percent and the specific targeting capabilities are similar to what we find with paid search.

Every year the average growth of the real-time bidding market is hitting between 50 and 80 percent, according to eMarketer:

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