Google and Facebook don’t exactly conjure up images of friendship, but today the tech giant announced a major partnership through DoubleClick.
Formerly known as Invite Media, Google acquired the display advertising company in June 2010, and will soon allow customers to buy FBX ad inventory through its Bid Manager product.
From the DoubleClick Advertiser Blog:
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.
DoubleClick Bid Manager has been helping agencies and advertisers buy ad space on sites across the web for years. We help clients access dozens of private and public exchanges in more than 75 countries, and continue to see double-digit quarter-over-quarter growth in spend – last quarter was our biggest ever.
Senior Product Manager Payam Shodjai says that starting in a few months, users will be able to buy FBX ads through Bid Manager.
According to a recent report, Facebook ads are delivering a 3.04x higher ROI compared to Q3 2012.
While some may see this as Google signing a deal with the devil, it’s a good partnership for advertisers looking to further their reach.