Russia’s Yandex teams up with Twitter

28.02.2012 Yandex : Microsoft : Russia

Moscow – Yandex, the largest search engine in Russia, has announced that it will carry Twitter data in all of its searches. The partnership means that the 250m-plus daily tweets will be included in Yandex’s search results. Users will also be able to search Yandex using a hashtag or a Twitter address.

Although no details have been disclosed, Yandex has described the collaboration as ‘a licensing deal’, suggesting that there will be a considerable chunk of revenue for the micro-blogging company (Microsoft reportedly paid $30m for the privilege). In return, Yandex is keen to integrate social media into their searches, to help improve the site’s quality and relevancy. Anton Pavlov, Yandex’s blog search manager said: ‘people share news, exchange opinions and discuss all sorts of matters in real time, all the time. This kind of information will help us enhance our search results.’

Twitter recognises that it has become the premiere destination for instant news in real time: ‘Twitter is a valuable information source, and the fastest way to find out what’s happening in your world,’ said April Underwood, Twitter’s director of business development.

The partnership reinforces Twitter’s status as a key source of up-to-the-minute news and popular opinion. The deal also points to the fact that social data is in high demand and, because of its ability to be highly informative and useful for brands, is an increasingly valuable commodity in itself.

For more on how brands and consumers alike are understanding the importance of personal information, read our macrotrend on the Personal Information Economy.

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