DoubleClick, which is a leading online ad-placing service owned by Google, has said that it has now included space on Facebook.

The two internet rivals were competing against each other directly for a pie of the online advertising revenue, which is the most important source of income for both the giants. Google had earlier shunned the social network's advertising network but had not provided any reasons for not including it earlier or a change of stance to include the social network.

Google's advertising reach would now reach Facebook users directly and this is expected to benefit both the firms trying to create awhile ecosystem for the users. The partnership between the two online giants is expected to change the dynamics in the online advertising industry.

DoubleClick senior product manager Payam Shodjai said in a blog post that, "Partnership has been key to Google's success as a rising tide lifts all boats. So we're excited to announce a new way to help our clients succeed by working with Facebook to participate in FBX, their real-time bidding exchange."

DoubleClick Bid Manager allows marketers to buy online ad space on website across the internet.