Dive Brief: 

• Longtime rivals Google and Facebook have put aside their differences to create a partnership that will benefit advertisers.
• Advertisers that use Google's DoubleClick can now purchase inventory on Facebook's real time ad platform, the Facebook Exchange, or FBX.
• Google was absent from the FBX partner roster for over a year, but will now be joining its ranks with AdRoll, Triggit, MediaMath, DataXu and Turn.

Dive Insight: 

Rivals are bound to put down their weapons when there is an opportunity for more money. The partnership opens up a new world of buying opportunities, especially for Google DoubleClick users who can access Facebook Exchange inventory in addition to the long list of other offerings. The only parties who might be unhappy about the deal are the so-called demand side platforms that were raking it in before Google joined FBX.