Facebook and Google aren’t exactly besties, and the social giant’s latest move won’t help matters. In recent weeks Facebook has made two friends through moves that will simultaneously help its own advertising business and hurt Google’s.
Last month, Adobe and AOL joined Facebook Exchange, the social network’s display retargeting platform beloved by direct-response advertisers who are typically big-time Google buyers. Google was conspicuously not included.
That could give a leg up to those looking to build end-to-end ad tech platforms for advertisers.