Dive Brief:
- Google has entered a deal with Russia's largest search engine, Yandex, to open up real-time bidding display inventory.
- Users of Google DoubleClick will now have access to display inventory on Yandex, and Yandex users will now be able to bid on Google DoubleClick inventory.
- The partnership only covers display ads — not search or text-based contextual.
Dive Insight:
This deal will offer a much broader RTB inventory to users, which is a good thing for both companies, as well as those bidding. According to a Yandex press release, the overlap of data between the two companies is slim, so the inventory available to each will expand considerably. It's also another sign of how the world of advertising is becoming more global thanks to technology.
