For two of the biggest advertising companies on the internet, it seems that collaboration is the name of the game.
According to a post to the DoubleClick Advertising blog, Google has forged a partnership with Facebook to allow users of its DoubleClick Bid Manager to use Facebook Exchange (FBX), which allows advertisers to show Facebook users ads that are targeted based on what sites they visit outside of Facebook.
Prior to this, DoubleClick Bid Manager users couldn’t tap into FBX, because of fears on Facebook’s part that Google would use data from the service to compete with Facebook’s ad market. Now, it seems, the two companies have reached some form of an agreement.
That’s big news for the worldwide clients who rely on DCBM, and potentially very lucrative for both companies. If Facebook and Google manage to keep up the partnership, Facebook will be gaining revenue by tapping into Google’s massive base of advertisers, while Google will be making a small percentage on each sale it refers to Facebook.
