Advertising platform Marin Software announced support for Yandex – Russia’s largest search service, which also serves Turkey, Ukraine, Belarus, and Kazakhstan.
That means advertisers can analyze, report on, and automate paid search campaign bidding through the Marin platform for Yandex. This is another win for global advertising support for the platform, as Yandex joins the list of already supported engines like Google, Bing, Yahoo Japan, and Baidu.
When it comes to the need for global brands to manage their advertising through one platform, Marin Software chief executive (CEO) David Yovanno says the demand is growing.
Global brands often use different local agencies that use various tools to manage the brand’s paid search efforts for that region, he says. One of the advantages of working with Marin is “you’ve got global ad spend managed in one consolidated platform,” and “more and more, global brands are looking for a roll-up at a global level.”
According to data published in 2013 by Morgan Stanley, Yandex is used by 61 percent of regular online consumers with 40 percent of commercial searches starting with Yandex.
Marin says advertisers can leverage its platform to gain a better understanding of “how online ad spend on Yandex affects offline purchases,” and that the flexibility and “open architecture” of the Marin platform allows data from call tracking services, CRM systems, and more to be integrated, “creating a more complete view of the downstream effect of paid search.”
For his part, Bernard Lukey, head of international sales at Yandex, says, “Yandex is a dominant vehicle for companies interested in reaching the fast-growing Russian market.”
With more than 60 percent share in the Russian search market, Lukey said Yandex reaches “96 percent of the online audience through its ad network.”
This latest news from Marin follows a string of announcements, including support for Google Shopping campaigns, as well as news that Marin would be the first Google API partner to support RLSA, or remarketing lists for search ads.
Support of Yandex within the Marin Platform is available in beta with general availability slated for September 26, the announcement said.
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