Google, Facebook Call an Ad Tech Truce: DoubleClick Is Coming to the Facebook Exchange

Google and Facebook are the Web’s biggest advertising heavyweights, and fierce rivals. So it wasn’t surprising that when Facebook launched its Facebook Exchange ad-selling platform in 2012, it ended up working with just about everyone in ad tech except for Google. But now that is changing.

Google announced that its DoubleClick unit will soon be working with Facebook Exchange, which lets advertisers show ads to Facebook users based on their travels outside of Facebook’s pages. In English: Facebook is going to sell ads to Google’s ad buyers. In the ad tech world, this is a very big deal. DoubleClick is a dominant force, and Facebook Exchange has provided ad buyers with a huge new source of inventory, so putting them together has big advantages for both sides.