Google Allows DoubleClick Clients to Purchase Retargeted Ads via Facebook’s FBX

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Google and Facebook have agreed upon an amicable partnership despite their rivalry in the social networking space.

The online advertising giant is working with the leading social networking company to provide Google clients a way to purchase retargeted ads on Facebook.

Google’s DoubleClick Bid Manager, previously Invite Media, has taken part in Facebook’s FBX, a real-time bidding exchange and retargeted ads platform.

The agreement will allow DoubleClick to turn into a more across-the-board ad buying software once it starts tapping into FBX, a key player only 16 months after its launch.

DoubleClick has helped marketing agencies and advertisers purchase ads and ad space on several ad exchanges for quite a while now.

Up until now, the ad buying solution did not allow ad exchanges from Facebook, but it forced a number of clients to jump ship and find other solutions for their media buying requirements.

DoubleClick allows its clients to access dozens of public and private exchanges in more than 75 countries, with the last quarter having the largest ad spending in its history.

Once the FBX integration turns live, DoubleClick will turn into a more comprehensive, one-stop-shop for purchasing ads on the Internet.

FBX launched in June 2012 for Facebook advertisers to purchase retargeted ads on the social network using a cookie.

The visitor of an advertiser’s promoted website will receive a cookie on his or her computer. The website may then submit this cookie to a demand side platform (DSP) ad tech service to target the user using a Facebook ad. If the user will not purchase the promoted product or service, the website may show ads pitching the product or service at a discounted price in an attempt to make a sale.

Facebook initially provided a few DSPs and increased the ranks in due course, but Google was not in the picture.

As DoubleClick Bid Manager joins the DSPs, with access to place Facebook ads using FBX, both companies can generate revenue from advertisers.

Google and Facebook did not say who opened the idea for the integration. Even though Google may have looked forward to – as a competitor to DoubleClick – that FBX would fail.

In the end, FBX gained traction and Google found it indispensable to support in DoubleClick. Otherwise, Facebook wanted the partnership to push through to drive more sales through FBX.

For marketing agencies and advertising firms, the deal will build up the competition for advertisers among current FBX providers, and they now have a behemoth rival in Google to consider.

Moreover, the integration corroborates the importance of retargeted ad campaigns and the strategy taken by startups in this field.


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Author: Francis Rey

Francis is a voracious reader and prolific writer. He has been writing about social media and technology for more than 10 years. During off hours, he relishes moments with his wife and daughter.

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