After a Long and Conspicuous Absence, Google Will Join the Facebook Exchange
After being absent for more than a year, Google will finally join the Facebook Exchange, Google said in a blog post on Friday.
Google’s DoubleClick Bid Manager — formerly Invite Media — will join existing FBX partners like AdRoll, Triggit, MediaMath, DataXu and Turn to let marketers deliver retargeted ads to Facebook users based on websites they’ve visited.
The companies have not publicly discussed Google’s absence from FBX until now, but it had been widely noted all the same because of DoubleClick Bid Manager’s strong market penetration. After the first FBX partners were announced in the summer of 2012, the fact that Google was missing from the list put Facebook at odds with Publicis Groupe, whose trading desk used Google’s technology for much of its targeted ad-buying.