Few saw it coming, but Google DoubleClick announced that they will know be able to utilize Facebook Ad Exchange (FBX) to sell advertising through their DoubleClick Bid Manager, formerly known as Invite Media.
This will allow advertisers to purchase Facebook Ads through their DoubleClick Bid Manager, without having to go through Facebook directly for the ad space. It also brings the technology for DoubleClick advertisers to target Facebook users based on their visits to webpages outside of Facebook.
The option to purchase ad inventory on FBX is not available immediately, but will be starting in a few months, according to Google DoubleClick.
The relationship between Google and Facebook has been contentious over the years, especially with Google launching a competing social network, Google+. However, Facebook did certify the Doubleclick Bid Manager to track ad impressions in August 2012. Both Google and Facebook have been brief in their respective announcements. Google released a short blog post on their Doubleclick blog, while Facebook merely stated “We are happy that Google is joining Facebook Exchange. We think that relevant ads, targeted to the right people, are good for people and businesses.”
Google also purchased social agency Wildfire Interactive, a popular provider of Facebook contest applications, last year. Clearly, Google recognizes it is an important space to be in, despite the fact Google and Facebook are competitors on many levels.
What seems the catalyst for Doubleclick’s inclusion is that Facebook advertisers were getting increasingly disgruntled over the fact Facebook Ad Exchange excluded Google. Amazon’s Advertising Platform was also reportedly granted access to the Facebook Ad Exchange.
There is no concrete timeline for when FBX and Doubleclick Bid Manager will be officially connected, outside of the “in a few months” comment on their blog post.