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Facebook Planning Display Ad Network to Compete Against Google’s DoubleClick

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facebook display networkFacebook is planning a display ad network they see as competing against Google’s DoubleClick Network.

In 2013, Facebook bought ad serving company Atlas from Microsoft, and is using it as the backbone of their new ad service, an acquisition many saw as a way to expand their ad serving business.  However, Sheryl Sanderg, Facebook’s COO, at the time said there were no plans for Facebook to serve ads on third party websites, and the purchase was to draw on their measurement and analytics tools.

The social network is said to unveil a new set of features that aimed at competing with Google’s display advertising platform DoubleClick  as early as September.

One of these new features will be a “demand-side platform,” which is a system that lets advertisers make automated bids for ad inventory. This demand-side platform would be designed to specifically compete with Google’s DoubleClick Bid Manager.

Facebook already has a large network of advertisers who are currently advertising on Facebook, so they have a significant advertiser base already built up that would make a DoubleClick-like network feasible.  However, the big question is whether the network would only run on Facebook or whether they will approach third party websites in order to have multiple outlets for their ad serving.

This comes hot on the heals of another high profile bid to take some of Google’s market share in the ad serving space away as Amazon is also reportedly working on a sponsored link competitor.

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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Comments

  1. All we need is for eBay to opt out as well, and then we can pretty much forget about ‘search partners’ in AdWords 🙂

  2. This would be a no-brainer for Facebook. They have already built a massive network of sites using the Facebook social plugins. It would be a turn-key move to enable website owners to check an additional box during configuration of the plugin to enable ads in the space.

    Additionally, the plugins already know who you are (if you are signed in) so targeting and relevancy of ads is not a concern.

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