Yandex, the Russian search gaint has partnered with the search site known as Rambler to ensure the continued market-share leadership in the country.
The deal, in some ways, looks similar to Microsoft's partnership with Yahoo: Yandex is running Rambler's search and ad element in much the same way as Bing is running Yahoo's. However, the purpose is quite different.
Yandex is said to have 64.8% of all search traffic in Russia, with a monthly audience of over 40 million unique visitors. It also operates in Ukraine, Kazakhstan and Belarus.
On the other hand, Rambler claims 4.2 million users, 14% of the Russian internet audience. Together with its Afisha projects that goes to 17 million.
With this deal Rambler's search services will now be powered by Yandex's search engine and Rambler will join Yandex's Ad Network, Yandex.Direct.
Yandex's Ad Network is already counting on Odnoklassniki, Mail.ru and even Bing.com among its portfolio of client sites in Russia. Sites using Yandex's search technology include Livejournal.ru, Nigma.ru and Qip.ru. It should be noted, however, that several of these sites use Yandex's input as a complementary feature to their own advertising or search elements.
Ads placed via Yandex.Direct can now run in Rambler's search results, as well as on its content pages. As well as the Yandex.Direct ads, Rambler will show ads placed via Begun, a contextual advertising platform, in which Rambler has controlling interest. The two systems share advertising space on search results pages so that Begun's ad clients can run their ads on Rambler as well as place their ads via Yandex.Direct.