Neal Mohan, Google's VP-display advertising, admitted that even with Wildfire (Google's social media marketing management acquisition) now tied in to DoubleClick, Google remains locked out of Facebook ads. Ad Age reported:
“Right now, as you know, Wildfire doesn’t have a paid social tool nor does it have direct access to Facebook or the other social platforms that are out there,” Mr. Mohan said. That leaves Google’s advertisers to flock to competitors like Adobe or smaller pure-plays like Optimal and TBG Digital for their Facebook and Twitter buys.
Google’s "demand-side platform" (a web ad buying unit), DoubleClick Bid Manager, is also locked out of Facebook Exchange, Facebook's new cookie-targeting ad exchange. Ad Age noted that "Mr. Mohan referred a question about Google's inability to access Facebook's retargeting exchange to the social network."
That's embarrassing for Google: The company is promoting its new, enhanced web ad capabilities at its own event — and ends up telling people to ask Facebook why Google's adtech clients can't buy ads on Facebook.
Wildfire will help monitor and analyze how free posts on Facebook's brand pages help advertising bought elsewhere on the web. But as Facebook's directory page for Wildfire shows, the company does not have permission from Facebook to buy ads on Facebook.
Google's owned-and-operated properties are where Facebook can never venture. Likewise, Google can’t get inside Facebook. This could mean a coming war in the (mobile) ad network space for the short-, mid- and long-tails. Or does it come down to the best yield and performance delivered through the competing ad exchanges?
Currently, Google is winning that war. Darren Herman, the chief digital media officer at the New York based full service agency kbs+ recently compiled global web adspend data and found that Google controls Google 41% of the market, whereas Facebook has just 4%.
Disclosure: The author owns stock in both Facebook and Google.
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