Google and Yandex shake hands on advertising tie-in

Google and Yandex, its main rival in Russia, have formed a partnership around real-time bidding for display advertising. The deal gives Google access to Yandex’s substantial ad inventory for the former Soviet states in which it operates, while Yandex’s ad clients can now bid for ads in the inventory of Google’s DoubleClick AdExchange partners. According to a blog post from the Russian firm, the two companies’ advertising pools in the region “don’t overlap much,” so both ad outfits will see a boost in inventory. Yandex reckons this “gives a new kick to competition,” as real-time bidding works better when there are more bidders and sellers.

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