By Angela Haggerty

Russia’s largest search engine, Yandex, has announced a real-time bidding (RTB) partnership with Google which will give its advertising clients access to Google’s DoubleClick AdExchange.

The deal will see Google’s demand-side platform DoubleClick Bid Manager connect to Yandex’s real-time bidding system, and Yandex’ demand-side platform AWAPS connect to the DoubleClick Ad Exchange. A statement from Yandex said the agreement applied only to display advertising and did not cover “text-based contextual advertising”.

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 created Read full story ›

Source: The Drum