Google Partners with Facebook to Allow Clients To Buy Retargeted Ads

Google has a new partnership lined up with Facebook. Google’s DoubleClick ad buying software will soon allow clients to buy retargeted ads on Facebook. Facebook’s retargeted ads platform (FBX) has stepped up its game since it launched last year and DoubleClick will become a more inclusive ad buying solution by partnering with it.

Google states, “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…we’re always looking at ways to serve our clients even better – starting in a few months, clients will be able to buy inventory on FBX via DoubleClick Bid Manager.”

Google’s DoubleClick allows customers to buy ads on dozens of different ad exchanges, but due to its delay in partnering with Facebook, it may have forced some clients to look other places for their media ad-buying needs. Once DoubleClick is integrated with FBX, it will become a more popular destination for buying ads across the internet.

When FBX was launched last year, it let advertisers buy cookie-based retargeted ads on Facebook. For example, when someone visits an advertiser’s website to purchase an engagement ring, a cookie is dropped on that user’s computer. That site can then pass the cookie to a demand side platform (DSP) ad tech service that uses the cookie to target that user when they log in to Facebook. If that person didn’t buy the engagement ring, the jewelry site can then show them ads with that same ring in hopes of getting them to finally purchase it.

With this new partnership, DoubleClick will become one of these DSPs with access to place ads on Facebook through FBX. This way, both Google and Facebook can make money off of advertisers.