Google and Yandex have signed for a technical collaboration that will benefit the advertising clients of both the companies. For those who don’t know yet – Russia’s most visited website is Yandex, not Google. It can be said that if Google has to fight an equally competitive market participant in Russia, it has to be one and only – Yandex. Both the companies will be able to access each other’s network with the help of the new deal. From this perspective, anybody can easily say that the recent collaboration between the two companies is going to be a mutually beneficial agreement. The new deal will help Yandex develop Real Time Bidding ecosystem in Russia.
Like Google, Yandex’s major revenue comes from selling ads. And Goole has already a cutting edge ad display optimization system in place. So, if Google and Yandex has entered into this deal, it’s simply because both the organizations want to improve their technical expertise and boost their revenue from ad business.
According to Yandex, the current agreement between the two companies will relate to display advertising, not to text advertising. Advertising clients of both Google and Yandex will be the biggest beneficiaries in this case because the deal will improve the quality of advertising space and offer more value to them. However, visionaries believe this deal will not only benefit the two companies, but also the global digital advertising market. It’s an age of technological transformation. If Yandex was lagging behind somehow, the new deal will help the company emerge even as a better market player.
For Yandex and Google, this deal is going to be a trend setter. It’s because now Yandex’s ad clients will be able to bid for the ad display inventory of DoubleClick AdExchange, Google’s real-time bidding marketplace, and Google’s ad clients will have an access to Yandex’s advertising inventory in return. Both the companies believe the new agreement is going to make the ad market fair and competitive. It’s because the number of customers using the new integrated technology will increase and so the number of bids. This will also give a boost to the revenue coming from the advertising spaces. From now on, Google and Yandex will complement each other regarding bid optimization, audience targeting and user data, of course.
Yandex is already a booming online search company in Russia. When a Russian has to search anything online, he/she opens Yandex instead of Google. So hopefully, now the new deal will let Google have a better insight of the Russian market as well. This mutually beneficial deal will help in the development of a new integrated technology. And as it seems, the integration of the two advertising system will change the whole online advertising market soon.