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.


  1. Chris Zaharias October 18th, 2013

    Agree with you 100% on both fronts, Dennis; this is about FB wanting to get more spend onto its inventory, faster. Your point about consolidating vendors is dead wrong, though, at least for the big direct response advertisers that have enough scale that they can handle it.

    To use a Monopoly analogy, Google’s at the point in the game where they finally own the blues, the yellows and the reds. FB has the greens 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.

  2. Dennis Yu October 18th, 2013

    Wow– Chris, you are fast.

    Yes, I agree with you on the point about sophisticated direct marketers– folks who have the scale to build their own tools to squeeze out every penny. But for the masses, they don’t have time or budget. Even big brands rely upon old vendor processes, as you and I both have had lots of experience with!

  3. mark tull October 20th, 2013

    Hi Dennis, long time no see… FYI Google has rolled out into Yahoo 7, the Australian Version of Yahoo SM and is now providing them their search content as a google partner.. Facebook next perhaps as part of world domination?

  4. Dennis Yu October 23rd, 2013

    Mark– yes on Facebook as the contender for review domination. Hope you’re well and that we can work together officially some time!

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Dennis Yu
Dennis Yu is the Chief Technology Officer of BlitzMetrics, a digital marketing company which partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone. He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CBS Evening News and is co-author of Facebook Nation – a textbook taught in over 700 colleges and universities. He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70 mile ultramarathon. 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, his blog, or on Facebook.