Google and Facebook made a truce in terms of advertising inventory management. Google will be selling Facebook ad inventory on the real-time bidding system known as DoubleClick Bid Manager. Marketers will be able to buy ads for Facebook’s Ad Exchange on the DoubleClick Bid Manager.
“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,” stated Google senior product manager Payam Shodjai. “Starting in a few months, clients will be able to buy inventory on FBX via DoubleClick Bid Manager.”
Facebook’s Ad Exchange was launched last year and advertisers are able to drop cookies in browsers to retarget those users when they enter Facebook again.
DoubleClick Bid Manager is a demand-side platform built on Google’s global infrastructure and is fully integrated with DoubleClick Digital Marketing. DoubleClick Bid Manager re-imagines programmatic buying to enable agencies and markets to buy display media from a single platform across exchanges in real-time.