OREANDA-NEWS. March 19, 2012. Yandex (NASDAQ: YNDX) today announced that it has released a new advertising model, Real-Time Bidding (RTB), for testing by the public. The RTB technology gives advertisers an opportunity to enjoy all the benefits of the bid-based model now implemented by Yandex in display advertising.

Real-Time Bidding is an auction-based system for selling and buying ad impressions. Instead of advertisers directly bidding for impressions, the bidders are advertising systems fighting for the right to serve ads from their advertisers. Currently, the participants in Yandex’s RTB auction include Yandex.Direct, the company’s ad serving system, and myThings, which has become the first affiliate to work with Yandex. The potential number of participants in the RTB auction, both websites and Demand Side Platforms (DSPs), is unlimited.

Each time a web user visits a page, the Real-Time Bidding system instantly offers participating advertising systems an opportunity to buy an impression on the page the user is about to view. Advertising systems, in turn, automatically choose the best ad for this particular offer and make a bid. The system chooses the best bidder, and, in result, the web user sees the ad that has won the auction.

“Real-Time Bidding provides us with an entirely new business model that boosts both return on investment for advertisers and advertising revenues for websites. Advertisers now have an opportunity to target their display ads exclusively to specific audiences while paying exactly what they like. Website owners, on the other hand, can benefit from the auction-based sales that considerably improve their chances to increase revenue from advertising,” says Nikolay Danilov, head of the project at Yandex.

The new technology has been implemented to serve search and display ads on websites in the Yandex Advertising Network (YAN). The first clients to explore the benefits of Real-Time Bidding are Yandex’s partners in the YAN – travel.ru, forumhouse.ru, newsru.com, and klerk.ru.