Enterprise Bid Management Systems and Yandex

At Yandex, many of our customers are looking to run search campaigns not only with Yandex but also across many other search providers.  Many of the global providers of bid management tools such as Marin, Adobe, Kenshoo and IgnitionOne can be used with Yandex.  While this list changes often as more systems integrate with the Yandex Direct API we will attempt to summarize the current state of play.

Different software systems have different levels of integration with Yandex so it is important to understand this as you evaluate the choices.  Here at Yandex we broadly bucket the different aspects of integration as:

  • Search Analytics – the ability to report on metrics (clicks, CPC, impressions, etc) of search ad activity that occurred on Yandex Search
  • Advertising Network Analytics – the ability to report on metrics of contextual text  ad activity that occurred on the Yandex Advertising Network (our content network)
  • Bid Management – the ability to incorporate these metrics and make intelligent bids on keywords and push these bids back in the Yandex Direct bidding system
  • Campaign Management – a broad bucket of tools to create and edit Yandex campaigns from within the bid management tool

The graphic below provides a general overview of the current integration status:

Yandex_Bid_Management_Vendors

In terms of specific details:

Adobe AdLens integration with Yandex – Adobe has been integrated for several years with Yandex and runs some of Yandex’s largest clients.  AdLens uses their proprietary search forecasting algorithms to best predict bids for their clients.

IgnitionOne integration with Yandex – IgnitionOne integrated with Yandex in 2013 and supports both analytics and bid management.

Kenshoo integration with Yandex – Kenshoo has a longstanding integration with Yandex but is limited only to analytics on activity on Yandex search.

Marin Software integration with Yandex – launched in 2014 Marin has introduced a complete integration covering analytics, bid management and campaign management.

Adspert integration with Yandex – launched in 2013 Adspert focuses on very easy to use and quick setup that integrates directly with Yandex.Metrica.

IntelliAd integration with Yandex – launched in 2013 Intelliad’s integration with Yandex incorporates all aspects of the Yandex.Direct API.
RefinedAds integration with Yandex – one of Yandex’s oldest partners in Germany Refined Ads operates across all aspects of the API also.