Google Is About To Sell Facebook Ads
Posted: October 21, 2013 by Alex Chan
Even though Google and Facebook are full blown rivals, they have managed to put some differences aside as Google is about to start selling ads on Facebook.
According to Google's announcement, its ad buying software called DoubleClick will soon let its clients buy ads on the most widely spread social networking site Facebook.
This comes as no surprise when we take into account that Facebook's retargeted ads platform aka FBX has grown to be a key player in the 16 months since its launch. Thus, DoubleClick will be a step closer to becoming a widely comprehensive ad buying solution by tapping into it.
With the integration, DoubleClick will get the chance to become more of a one-stop-shop for buying ads across the web. Or how Google sees it: "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."
Facebook, on the other hand, is the main beneficiary. Maybe Google will be selling these FBX ads, but still, most of the money ends up with Facebook.
What remains unclear is who reached out to whom about the deal. Google may have seen the necessity to connect with FBX via DoubleClick, or maybe Facebook initiated the partnership to drive more FBX sales.