Yandex to Power Search Ads on Bing

Yandex has started powering search contextual ads on Bing, Microsoft’s search engine. Here is a screenshot and link to search result page on Bing.com for a search query “Туры” (Tours) that displays Yandex.Direct advertisements both above the Bing.com’s search results and alongside them (to the right).

Yandex has announced a deal with Microsoft’s search engine Bing on its blog. The Yandex.Direct ads has been tested on Bing since September 2009.  The blog post said that “in so far, a share of Bing in Russia is not that big, but [Yandex] is very glad that one of the world’s largest companies has decided to monetize in RuNet with a help of Yandex’s contextual technologies”.

Bing holds 0.8% search market share in Russia, behind Yandex with 58.3%, Google with 23.0%, Mail.ru with 10.2%, and Rambler with 3.8%, according to LiveInternet.ru. Yandex held 54.5% of searches in Russia, Google – 34.5%, Mail.ru – 7.4%, Rambler – 1.9%, Bing – 0.4%, said comScore last August.

Since the Russian contextual advertising market is vauled at $400 million per year, Yandex powering search ads on Bing will translate in several million in additional annual revenues for both Yandex and Microsoft.

Yakov Sadchikov is the President & CEO of visual search engine Quintura.