Google and Facebook partner to form unlikely advertising alliance

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Peter Foley

Google and Facebook have reached a deal which will allow users of Google's DoubleClick ad exchange to buy ads on Facebook's social platform.

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Jon Xavier

Web Producer- Silicon Valley Business Journal

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Here's some news you never thought you'd hear: Google and Facebook are partnering for advertising. The partnership means users will now be able to buy ads on Facebook through Google's DoubleClick ad network.

In a blog post announcing the deal, DoubleClick senior product manager Payam Shodjai called the partnership "the tide that lifts all boats," which is a good description of what it means for both companies. While Google and Facebook are direct competitors in many respects – particularly in the advertising and ad-targeting space – they would be stronger (and could sell more ads) if they worked together.

Facebook's ad revenue is exploding (particularly in the lucrative mobile space), proving that advertisers are finding its ad inventory valuable. At the same time, Google remains the largest real-time bidding marketplace for ad space on the Internet by a wide margin.
This deal benefits Google because it gives its customers access to more high-quality ad inventory, and it benefits Facebook because it exposes its ad space to a wider swath of potential buyers than it might reach with just its own internal real-time bidding exchange, FBX.
Google gave no solid release date for the new ad functionality, saying only that customers would be able to buy Facebook ads "in a few months."

Jon Xavier is Web Producer at the Business Journal. His phone number is 408.299.1826.

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