Google and Facebook announced a detente of sorts on Friday in which Google will sell Facebook ad inventory.
The ads will be sold via Google’s DoubleClick Bid Manager, its real-time bidding system. In a few months, marketers will be able to buy ads for Facebook’s Ad Exchange on the platform.
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“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,” Payam Shodjai, Senior Product Manager at Google, wrote in a post.
Facebook introduced FBX last year. The program lets advertisers drop cookies in users browsers and then retarget those users when the re-enter Facebook.
Though Facebook and Google compete on many levels, their partnership isn’t unprecedented. In June 2012, Google bought Wildfire, a social media marketing agencies that develops ad campaigns for Facebook, among others. Facebook this year also purchased Atlas, an ad server that sells ads on Google’s display network.
