The wait is over.
Google recently announced that advertisers would now be able to purchase advertising on Facebook through their DoubleClick exchange platform.
These two “demand side” ad behemoths are ending the FBX feud. For the first sixteen months of Facebook Ad Exchange’s existence, agencies were still purchasing their ad space through Google and on Facebook separately, losing valuable customer insight-driven opportunities.
The new partnership between FBX and DoubleClick puts the “supply side” super-conglomerates Publicis and Omnicom (soon to be Publicis-Omnicom) in a very happy place.
Both were proponents of ad-purchasing on DoubleClick and were frustrated with the inefficiencies created by the standoff. This may have helped the process along, but the benefits aren’t all one-sided. The two DSPs (Facebook and Google) are now able to share revenue from those supply side ad-purchasers as well.
Why is This Important for Businesses and Marketers?
Whether you’re an agency or a business, purchasing intelligently-aimed display space across the web just got a little more streamlined. The same cookies used to deliver consumers tantalizingly accurate ads across the web through Google can now be directed towards content in Facebook displays.
This is great for standard devices, but if you’re looking for mobile-friendly options, FBX still falls short.
For example, if H&M is looking to target iPhone-wielding twenty-somethings on Facebook for their brand-new e-commerce option, DoubleClick is not a solution. Mobile ad space still has to be arranged directly through Facebook’s “custom audiences” option for the time being.
What Do You Think?
Is Mashable’s claim that Hell has frozen over justified? Or is this a natural progression into a larger partnership, a sort of “if you can’t beat ‘em, join ‘em” campfire Kumbaya? Call it in the comments.