(Newswire.net — October 18, 2013) Portland, OR — The ads will be sold via Google’s DoubleClick Bid Manager, its real-time bidding system. In a few months, marketers will be able to buy ads for Facebook’s Ad Exchange on the platform.
“Partnership has been key to Google’s success as a rising tide lifts all boats. So we’re excited to announce a new way to help our clients succeed by working with Facebook to participate in FBX, their real-time bidding exchange,” Payam Shodjai, Senior Product Manager at Google, wrote in a post.
Facebook introduced FBX last year. The program lets advertisers drop cookies in users browsers and then retarget those users when the re-enter Facebook.
It appears that Google and Facebook are getting a bit friendlier despite their social networking competition. Both firms will still continue to compete on many levels, their partnership isn’t unprecedented. In June 2012, Google purchased Wildfire, a social media marketing agencies that develops ad campaigns for Facebook, among others. Facebook this year also picked up Atlas, an ad server that sells ads on Google’s display network.
It remains unclear as to who reached out to who about the deal. While Google may have hoped that FBX would flop, the platform gained steam and became necessary to support in DoubleClick, so it may caved. Or perhaps Facebook pushed for the partnership in hopes of driving more FBX sales.
While you might assume the two tech giants are at each other’s throats because of competitions between Facebook and Google+, but relations have improved over the last few years. Facebook ended up working with Microsoft’s Bing to power web searches and ads in Graph Search, but at the feature’s launch even Mark Zuckerberg said “I would love to work
with Google”.
Source:
http://mashable.com/2013/10/18/google-facebook-ads/
http://techcrunch.com/2013/10/18/doubleclick-fbx/