Google Teams Up With Russian Rival for Ad Bidding

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By Trey Thoelcke Published
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Yandex N.V. (NASDAQ: YNDX), which operates the largest search engine in Russia, has teamed up with Google Inc. (NASDAQ: GOOG) in a strategic partnership that will allow Google’s advertising clients to gain access to the advertising inventory offered by publishers in Yandex’s advertising network, while Yandex’s advertising clients will likewise be able to bid for inventory in Google’s real-time bidding (RTB) system.

This partnership is expected to boost revenue for the most sought-after advertising spaces, Yandex said in a statement. The deal relates just to display advertising; text-based contextual advertising is not included. The integration of their RTB systems is expected to take several months.

Real-time bidding allows buyers to evaluate, bid on and purchase ad inventory on an impression-by-impression basis. Nikolay Danilov, head of Sales Technologies at Yandex, said:

The integration of the two advertising systems will undoubtedly stimulate the online advertising market. … 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.

This follows an agreement Yandex reached with Facebook Inc. (NASDAQ: FB) that provides access to content from some of the social networking site’s users in order to improve its search results.

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About the Author Trey Thoelcke →

Trey has been an editor and author at 24/7 Wall St. for more than a decade, where he has published thousands of articles analyzing corporate earnings, dividend stocks, short interest, insider buying, private equity, and market trends. His comprehensive coverage spans the full spectrum of financial markets, from blue-chip stalwarts to emerging growth companies.

Beyond 24/7 Wall St., Trey has created and edited financial content for Benzinga and AOL's BloggingStocks, contributing additional hundreds of articles to the investment community. He previously oversaw the 24/7 Climate Insights site, managing editorial operations and content strategy, and currently oversees and creates content for My Investing News.

Trey's editorial expertise extends across multiple publishing environments. He served as production editor at Dearborn Financial Publishing and development editor at Kaplan, where he helped shape financial education materials. Earlier in his career, he worked as a writer-producer at SVE. His freelance editing portfolio includes work for prestigious clients such as Sage Publications, Rand McNally, the Institute for Supply Management, the American Library Association, Eggplant Literary Productions, and Spiegel.

Outside of financial journalism, Trey writes fiction and has been an active member of the writing community for years, overseeing a long-running critique group and moderating workshop sessions at regional conventions. He lives with his family in an old house in the Midwest.

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