Recently, Google announced that its DoubleClick Bid Manager platform will offer Facebook ad inventory and it is purported that ad inventory will become available in a matter of months.
While the arrangement between Facebook and Google is somewhat surprising given their competitive history, the agreement between the two tech giants will make ad buying easier for advertisers and will allow Google to stay competitive against other DSP vendors.
According to Cassandra Caswell-Stirling, Campaign Manager for Display Media, Google’s move to include Facebook ad inventory on DoubleClick is a smart one; Google must be able to sell Facebook ads to remain competitive with vendors such as AdRoll, AppNexus, Criteo, and Kenshoo. Cassandra additionally pointed out that agencies that have already transitioned to the DoubleClick platform will have an easier time getting clients onto the Facebook Ad Exchange and retargeting in a more effective manner, in comparison to negotiating with outside vendors. Cassandra adds, “Because the Newsfeed ads, while unloved by many Facebook users, are performing so well for many of our advertisers, advertising on the FBX will become a main staple of future media proposals and Google needs to be a part of that to remain competitive.”
In regards to what this agreement says about Google’s growth strategy, David Carrillo, Manager of Earned Media, added: “It’s less about competing with vendors or agencies and more about positioning itself to remain the central cog in the marketing wheel. Google doesn’t want to spend time or resources chasing projects with limited revenue upside. They have a dominant position in search, have a robust footprint in display via the GDN, and practically own the video market in YouTube, but there’s this gaping hole in its repertoire for social. Not being in the Facebook eco-system is almost akin to not being in the Internet at the moment, and that is something Google can’t afford to continue any longer.”
So what does this mean for Facebook’s previously arranged partnership with Bing? David says that there are two perspectives; one being a glass half empty and one being a glass half full view. “On one hand, this could be seen as the first step of Bing being replaced as the fallback search provider for Facebook, with the integration of Facebook in the Bing search ecosystem destined to fade away. On the other hand, Facebook needs to maintain its partnership with Bing because it is in Facebook’s best interest to not let Google gain an even larger share of the search marketplace than it already has. I’m inclined to believe the latter.”
Furthermore, Keith Wilson, SVP of Marketing Strategy states: “The détente between Facebook and Google is very significant for programmatic media buying. The impact is that via the DoubleClick platform, we can take keyword level search behavior data and easily (via applying a label in the UI) begin to target those searchers directly on Facebook based on their behavior. It’s fairly significant given the challenges in the past of trying to aggregate search data and marry it to Facebook behavior. The DoubleClick platform is positioned well to integrate analytics from this media buy directly with search data and directly into the cross-channel analytics platform. The real interesting piece will be the usage of Wildfire to develop further insight now that the data sets are more joined or understandable.”
At this point The Search Agency’s DoubleClick contacts do not know the full scope of what FBX access will look like in their system. Until we learn more, we wish Facebook and Google a very happy partnership!