At least one other Facebook embargo against Google still stands. DoubleClick Bid Manager – the DSP previously known as Invite Media – is conspicuously excluded from the list of DSPs permitted to access RTB inventory on the Facebook Exchange. Facebook Exchange still represents a very small fraction of Facebook's marketplace ad inventory, so that's something that could change in the future as well.
Another question concerns Facebook's response to Google buying Wildfire Interactive, a deal announced yesterday. Wildfire enjoys preferred vendor status in its Insights, Apps, and Pages areas. Will Facebook continue to grant it that designation, and how will it respond if Google seeks approval as an Ads API provider, or buys a company that already has it? Time will tell.
Even with the wider acceptance of view through tracking technologies, there remain significant restrictions on Facebook impression tracking. Advertisers can still only drop tracking cookies when premium ads are served, and not for marketplace inventory. Also, impression tracking doesn't apply to owned and earned impressions generated through brand Pages.