Napolean vs Wellington, Mozart vs Salieri, Superman vs Lex Luthor: history and literature is filled with famous rivalries. And one of the biggest in the social age is Google vs Facebook, two companies with massive resources and a vastly different operating styles.

However practicality is the mother of invention, and these rivals have put aside their quibbles to sell more ad space. 

Step right up

Google will soon sell Facebook ads via DoubleClick Bid Manager, Google's real-time bidding system.

“Partnership has been key to Google’s success as a rising tide lifts all boats.

“So we’re excited to announce a new way to help our clients succeed by working with Facebook to participate in FBX, their real-time bidding exchange,” Payam Shodjai, Senior Product Manager at Google, wrote in a blog post.

Facebook introduced Facebook Ad Exchange (FBX) last year, the service allows marketers to install cookies in browsers that then retarget users when they login to Facebook.

Detente

This isn't the first time Facebook and Google have crossed paths.

In 2012 Google acquired social media marketing agency Wildfire, which creates Facebook campaigns. Conversely, Facebook owns the ad server Atlas, which sells Google ads.

This temporary detente confirms one thing: philosophical differences ultimately gives way to profits.

To find out more visit doubleclickadvertisers.blogspot.com.au. 

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