Google selling FBX ads – what it means

So what’s behind this sudden (and downplayed, at least by the two main parties) union of Google and Facebook ads?

Simple– marketers and ad agencies are lazy. Facebook has to make it easier to buy inventory, and allowing DoubleClick into FBX makes complete sense. All else equal, I don’t want to have to use multiple buyers for my paid search and display.

Moreover, adding more bidders to FBX will increase competition and lift average CPMs. Facebook’s right-hand side (RHS) inventory has been at 60 cents, while general display inventory is often over $4, so there is plenty of room for price increases.

Programmatic ad buying and cross-channel marketing optimization are forcing these awkward partnerships.

Dennis Yu Dennis Yu is the CTO of BlitzMetrics. He is an internationally recognized lecturer in Facebook marketing, having been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, and CBS Evening News. He is also a regular contributor for Adweek's SocialTimes column. Dennis has held leadership positions at Yahoo! and American Airlines. He studied Finance and Economics from Southern Methodist University and London School of Economics. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at dennis@blitzmetrics.com, his blog, or on Facebook.