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October 18, 2013 11:12 pm GMT
Google and Facebook are getting a bit friendlier despite their social networking competition. Google’s DoubleClick ad buying software will soon allow clients to buy retargeted ads on Facebook. FBX, Facebook’s retargeted ads platform, has become a major player in the 16 months since launch, and DoubleClick will be a more comprehensive ad buying solution by tapping into it. Google writes “Partnership has been key to Googles success as a rising tide lifts all boats. So were excited to announce a new way to help our clients succeed by working with Facebook to participate in FBX, their real-time bidding exchange…were 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.” DoubleClick allows clients to buy ads on dozens of different ad exchanges, but excluding Facebook may have forced some clients to look elsewhere for their media buying needs. Once the integration is live, DoubleClick will become more of a one-stop-shop for buying ads across the web. Facebook launched FBX in June 2012 to let advertisers buy cookie-based retargeted ads on Facebook’s site. When someone visits an advertiser’s website, say to buy a flight to Hawaii, a cookie is dropped onto the user’s computer. The site can then pass this cookie to a demand side platform ad tech service that uses it to target that same user with an ad on Facebook. So if the person didn’t buy the flight, the travel site can show them ads hawking that exact same flight at a discount in hopes of getting them to pull the trigger. Soon DoubleClick will become one of these demand side platforms with access to place ads on Facebook through FBX. In this way, both Google and Facebook can make money off of advertisers together. It’s unclear 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. The deal will create more competition for advertisers between FBX providers. Now Nanigans, AdRoll, TellApart, and other startups that serve ads on FBX will have to compete with Google. At the same time, the move validates the space of these startups and might signal to more businesses that
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/LMJdrwkxWRc/
Google Partners With Facebook To Let DoubleClick Clients Buy Retargeted Ads On FBX
Google and Facebook are getting a bit friendlier despite their social networking competition. Google’s DoubleClick ad buying software will soon allow clients to buy retargeted ads on Facebook. FBX, Facebook’s retargeted ads platform, has become a major player in the 16 months since launch, and DoubleClick will be a more comprehensive ad buying solution by tapping into it. Google writes “Partnership has been key to Googles success as a rising tide lifts all boats. So were excited to announce a new way to help our clients succeed by working with Facebook to participate in FBX, their real-time bidding exchange…were 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.” DoubleClick allows clients to buy ads on dozens of different ad exchanges, but excluding Facebook may have forced some clients to look elsewhere for their media buying needs. Once the integration is live, DoubleClick will become more of a one-stop-shop for buying ads across the web. Facebook launched FBX in June 2012 to let advertisers buy cookie-based retargeted ads on Facebook’s site. When someone visits an advertiser’s website, say to buy a flight to Hawaii, a cookie is dropped onto the user’s computer. The site can then pass this cookie to a demand side platform ad tech service that uses it to target that same user with an ad on Facebook. So if the person didn’t buy the flight, the travel site can show them ads hawking that exact same flight at a discount in hopes of getting them to pull the trigger. Soon DoubleClick will become one of these demand side platforms with access to place ads on Facebook through FBX. In this way, both Google and Facebook can make money off of advertisers together. It’s unclear 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. The deal will create more competition for advertisers between FBX providers. Now Nanigans, AdRoll, TellApart, and other startups that serve ads on FBX will have to compete with Google. At the same time, the move validates the space of these startups and might signal to more businesses thatOriginal Link: http://feedproxy.google.com/~r/Techcrunch/~3/LMJdrwkxWRc/
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