Google rejoins Facebook Exchange

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By Justin Lafferty Comment

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Google has decided to rejoin Facebook Exchange, the company announced in a blog post Friday. Google’s DoubleClick Bid Manager will become part of the FBX network, allowing its ad partners to deliver retargeted ads on the social network based on web browsing history.

Payam Shodjai, DoubleClick’s Senior Product Manager, discussed the partnership in a blog post:

DoubleClick Bid Manager (formerly Invite Media) has been helping agencies and advertisers buy ad space on sites across the web for years.  We help clients access dozens of private and public exchanges in more than 75 countries, and continue to see double-digit quarter-over-quarter growth in spend – last quarter was our biggest ever.  We’re continuing to invest significantly in our technology (you can read some of what we’ve been up to here) to help advertisers and agencies buy programmatically across all devices and formats.

But 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.

Now Google’s DoubleClick Bid Manager will join other firms such as AdRoll and DataXu in serving retargeted ads on Facebook. Google has been absent from Facebook Exchange for about a year. AdAge explained the rift between the two companies:

The companies have not publicly discussed Google’s absence from FBX until now, but it had been widely noted all the same because of DoubleClick Bid Manager’s strong market penetration. After the first FBX partners were announced in the summer of 2012, the fact that Google was missing from the list put Facebook at odds with Publicis Groupe, whose trading desk used Google’s technology for much of its targeted ad-buying.

The issue was of such importance to Publicis that it prompted its chairman, Maurice Levy, to reach out to Facebook’s chief operating officer Sheryl Sandberg.

A Facebook spokesperson issued a statement regarding this partnership:

We are happy that Google is joining Facebook Exchange. We think that relevant ads, targeted to the right people, are good for people and businesses.

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