While Google and Facebook have been locked in a race for display dominance since last year, it will be interesting to see which one sees the greater benefit. As eMarketer figures show, Google will bring in more US display ad dollars than any other company this year, topping the market with 15.4% share. Facebook, by comparison, will earn $2.16 billion and a 14.4% share in the US display ad market by the end of 2013.
To be sure, Google has vied to be part of FBX since it began accepting partners and Publicis trading desk had been known to complain about having to choose between the the two. With this deal, Google's existing exchange partners are likely to be cheering about access even more than either Facebook or the search giant.
In the meantime, there's a number of questions to be sorted out, given that Google said it will not be commenting beyond its blog post today. For one thing, will advertisers be able to buy Facebook Exchange inventory through Google AdWords now or someday soon? After all, AdWords buys through the exchange.
A Google rep said that "Bid Manager is the way agencies/advertisers can buy across exchanges (not just AdX/Google Display Network) and this doesn't change that."
Digital ad executives expressed relief Google and Facebook have moved past their differences -- and that they'll no longer be asked what they think of the stalemate.