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While they are competitors on the social media front, Facebook and Google will now be bedfellows in advertising, as an announcement from Google confirms the companies have struck a partnership in which DoubleClick Bid Manager will now be able to buy on the Facebook Ad Exchange. It’s a win for both companies, as DCBM clients will now be able to have access to real-time FBX ad inventory, and Facebook has the opportunity to bring more clients to real-time ads. This could, in theory, also boost the quality of Facebook’s ads — and bring in more revenue for the company.

Story posted at: doubleclickadvertisers.blogspot.com

  1. This is about Facebook wanting to get more spend onto its inventory, faster, and Google not wanting incremental retargeting budgets to flow outside of their topline revenue lake. But IMHO, the only boats this partnership tide will rise are Google’s & Facebook’s.

    To use a Monopoly analogy, Google’s at the point in the game where they finally own the blues (paid search), the yellows (programmatic display) and the reds (everyone’s 1st party data). FB has the greens (social, it’s 1.2B users and their 25% of the Internet) and everyone else is fighting over lesser properties and utilities. Andrew Chen’s Law of Shitty Clickthroughs (online marketing’s equivalent of Moore’s Law) states that all marketing
    channels start out great and then suck over time, leaving advertisers no choice but to aggressively attack new channels before they suck. FBX is that new channel, and because Google will neither do right by the advertisers’ ROI metrics (which is to say, spend more on FBX than Google AdX) nor enable fully dynamic ads, the top 5000 AdWords advertisers – who make up two-thirds of G’s revenue – will need the best solution to fight off Chen’s Law.

    Having launched more of Google’s top 5000 AdWords spenders onto FBX than anybody, we know that FBX should get virtually every incremental retargeting $$ for years to come, because it converts better, costs less and has a much higher click & view-thru value than Google’s inventory. Will Google tell advertisers the truth?

    I doubt it, which is why I’m psyched at the unbridled growth ahead of Triggit. One other note on this: I can’t wait to see what happens as advertisers start to realize that both Google & Criteo (the two biggest retargeting firms in the world) unilaterally and secretly use their advertisers’ 1st party cookie data as the intent signal to grow other retargeting advertisers’ campaigns.

    Details:
    AdWords Remarketing Similar Audiences: http://bit.ly/176X8bu (see 3 comments)
    Criteo cookie sharing: http://bit.ly/16l91ER (real-world examples)
    When the deluge of big direct response advertisers wanting to work with independent DSPs who do dynamic creative well on FBX *and* who respect their 1st party data ownership ends, we’ll let you know.

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  2. Chris, that’s a really interesting response, particularly around Criteo cookie sharing.

    Could it not be that some of the ad networks that SwimOutlet partner with a selling their 1st party data to criteo? I’m by no means a representative of Criteo and I’ve never used their platform, however until you can prove that Criteo sells their client data I’d be cautious of naming and shaming them.

    Let me know your thoughts.

    Antoine

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