Google’s DoubleClick to sell Facebook ads

Despite the adversarial relationship they have shared for years, it looks that internet giants Google and Facebook may be finally reconciling their differences at least while serving up ads on the internet.

Google announced yesterday that its DoubleClick unit would soon allow its ad clients buy ads on Facebook. This means in a few months, clients would be able to buy inventory on Facebook Exchange (FBX), the social network's retargeted ads platform, through DoubleClick's Bid Manager.

FBX's retargeted ads take into account people's browsing behaviour outside Facebook, captured through cookies, aimed at serving up messages about products they had already shown interest in.

"Partnership has been key to Google's success as a rising tide lifts all boats. So we're excited to announce a new way to help our clients succeed by working with Facebook to participate in FBX, their real-time bidding exchange," Payam Shodjai, DoubleClick senior product manager, wrote in a blog post.

Google's announcement means a lot to those in the tech advertising space.

Google had previously been shut out of Facebook's advertising network.

Google's announcement of the deal between the two internet giants as Google shares rose above the $1,000 for the first time.

Google stock, which was priced $1,011.41 at the close of the Nasdaq yesterday continued its upward movement after-market trades.

The social network's shares also hit a new all-time high yesterday and closed at $54.22 a share.

Google shares shot past the $1,000 mark after a quarterly earnings report showed that it was smoothly building its presence in the mobile area with advertising earnings rising all around, helped particularly by Google's YouTube website.