Facebook has long prevented Google-owned ad service, DoubleClick, from placing ads onto the Facebook ads platform. On Friday, however, Google announced that this is no longer the case, and going forward, Google will be free to place their display ads into the Facebook network. There has been no word from Google or Facebook on why there was a policy change, though it can be assumed that both companies realized just how profitable it could be.
My own personal opinion is that Google wants the additional advertising space, because they know that Facebook is one of the most popular online destinations, and it just makes sense to offer this ad space to their clients. Facebook, on the other hand, will undoubtedly welcome the potentially huge amount of ads being purchased. This will not only bring in the money from Google’s ad network, but it will also help to drive the prices up for other marketers buying ad space on their network.
As more and more people are competing for the limited amount of ad space, the price per impression or click will naturally go up. Prior to Google entering the Facebook advertising space, many marketers were able to place targeted ads in front of viewers for extremely cheap. Of course, it is too early to see what kind of impact this will have, but it is certainly something all marketers will want to keep an eye on.
The change takes effect in a few months, according to Payam Shodjai, the senior product manager at DoubleClick. He went on to say, “Partnership has been key to Google’s success as a rising tide lifts all boats.”
This new partnership could cause a major shakeup in the online marketing communities. As two of the biggest advertising networks are now working together to get their ads displayed within the Facebook ad network, marketers will have additional opportunities on where they want their ads to be displayed.