Google Inc. (NASDAQ:GOOG) is teaming up with the most popular Russian search engine website in an effort to expand advertising. The search giant partnered up with Yandex NV (NASDAQ:YNDX), which is Russia’s answer to Google for a reciprocal deal that lets both companies benefit from each others’ advertising revenues.

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The benefits of Google – Yandex partnership

According to a recent blog post on their official website, Yandex NV (NASDAQ:YNDX) claimed their new partnership will help open up competition in digital marketing. Google Inc. (NASDAQ:GOOG)’s subsidiary DoubleClick will have access to one of Russia’s largest advertisers and vice versa.

The blog post continued, “Through Google’s subsidiary DoubleClick, the company’s advertising clients will now have access to one of Russia’s largest advertising inventories offered by publishers in Yandex’s Advertising Network, while the advertising clients of Yandex will be able to bid for ad displays in the global inventory of DoubleClick AdExchange partners. Both systems are powered by the real-time-bidding technology, which allows advertisers and publishers to maximise their advertising revenues and cut costs through efficient audience targeting and automated, algorithm-based bidding.”

Changes in the market

Currently, the arrangement between both companies offers just display advertising and not text-based contextual advertising. It’s a big move from human-mediation based to technology based advertising. Interestingly enough, two of Russia’s digital market companies plan on merging their feeding grounds and advertising technologies as an effort to appease both publishers and advertisers.

Nearly two years ago, Yandex NV (NASDAQ:YNDX) launched their real-time bid system that auctioned off ad impressions. Initially, Yandex.Direct and MyThings were the first two participants. Later on, the companies were joined by Russia’s first platform for RTB platform Tinkoff Digital and fashion retail website LaModa.

To keep up with current industry trends, these companies will develop their own Demand Slide Platforms, which are generally powered by bidding technology designed for real-time. This is all to mediate advertising to meet the needs of both buyers and sellers.