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Russia's largest search engine Yandex said it has entered into a partnership with Google Inc that will allow their clients to tap into each others' advertising inventory.
Yandex, which is ahead of Google in Russia with a market share of over 60 percent, said technical integration is expected to take several months.
The agreement only relates to display advertising, and does not cover text-based contextual advertising, Yandex said in a statement.
Through this partnership, DoubleClick Bid Manager, Google's Demand-Side Platform will be connected to Yandex’s Real Time Bidding system, while Yandex’s Demand-Side Platform, AWAPS will join Google’s RTB marketplace, DoubleClick AdExchange.