Yandex, Russia’s leading search engine company, announced that it has struck an advertising partnership with Google, which will see Google’s DoubleClick Bid Manger connect to Yandex’s own real-time bidding system. Yandex’s demand-side platform AWAPS will join Google’s DoubleClick AdExcahnge.

The deal is only related to display advertising, and has no effect on text-based contextual ads.

Google advertisers will get access to Yandex Advertising Network inventory, and Yandex clients will be able to bid for DoubleClick AdExchange inventory. Yandex says the partnership will result in a larger number of bidders, and will boost revenue.

“We are happy about this partnership that will help to develop the RTB [real-time bidding] ecosystem in Russia,” says Google’s Frank Einecke, who heads SEEMEA Media Buying Solutions for DoubleClick. “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.”

“The integration of the two advertising systems will undoubtedly stimulate the online advertising market,” said Nikolay Danilov, head of Sales Technologies at Yandex. “The transparency that is characteristic of RTB systems creates 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.”

Yandex says the integration of the partnership will take several months to complete.

Image via Google