Google and Facebook have reportedly kissed and made up. After the ads of the online search giant were found missing from the social networking site for almost a year, Google ads will finally make an appearance on the latter.
Soon clients will be able to purchase retargeted ads on Facebook Exchange (FBX) via Google's DoubleClick Bid Manager software.
FBX is Facebook's realtime ads platform, which has become a major market player since its launch in June 2012. FBX lets advertisers purchase cookie-based retargeted ads on the social network's site.
"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...we're always looking at ways to serve our clients even better - starting in a few months, clients will be able to buy inventory on FBX via DoubleClick Bid Manager," per Payam Shodjai's, Senior Product Manager DoubleClick, blog post.
DoubleClick enables prospective clients to purchase adverts on several ad exchanges. So far, it had excluded Facebook, but with FBX on board as well all that is set to change now.
Once the FBX integration with DoubleClick goes live, the latter will become the sought-after destination which satisfies all the ad buying needs of clients.
At this juncture, it is not known who initiated the deal. Google would have wished that FBX failed; however, the platform has steadily garnered popularity so much so that it has become vital for Double Click to offer support for the platform. A possibility exists that owing to this pressure, Google gave in unless, Facebook was the one who pushed for partnership in hopes of giving further fillip to FBX' sales.
With the deal in place, the rivalry between advertisers and FBX providers looks poised to increase. Other start-ups like AdRoll, Nanigans and TellApart which serve ads on FBX will now have to compete with Google.
