In class we learned about Facebook Exchange, a real-time
bidding ad system that uses cookies to show targeted ads on a user’s Facebook’s
sidebar that are related to their web browsing activity. When the exchange launched, eight demand-side
platforms were named as partners, including AppNexus and AdRoll. Noticeably missing from the list though was
Google’s DoubleClick Bid Manager, one of the most dominant ad buying platforms. Now, over a year after its launch, Facebook
Exchange has announced that Google will finally join the roster.
Under this partnership, Google’s advertisers can now buy
targeted Facebook ads, thus increasing the volume of advertisers participating in
the exchange and allowing Facebook to deliver better quality ads in real-time. What this might mean for marketers is
potentially higher prices due to more marketers bidding for Facebook ad
slots. With Google and Facebook still going
at each other on the social media battleground, this announcement at least brings
the two tech powerhouses together on the advertising front.
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