On Friday, Google announced that it had partnered up with Facebook Inc to join the social media company's real-time bidding advertising exchange FBX. FBX is Facebook's ad business platform that allows advertisers to monetize Internet users' habits by showing them advertisements of websites users had visited once logged in on Facebook.

Google had been providing Internet ad serving services to its clients via its subsidiary DoubleClick. In a few months, clients of DoubleClick would be able to purchase ad inventory on Facebook's FBX platform. According to DoubleClick senior product manager Payam Shodjai, its clients would be able to do so through its Bid Manager.

In a blog entry, Shodjai wrote about its recent partnership, "Partnership has been key to Google's success as a rising tide lifts all boats. We're always looking at ways to serve our clients even better."

Investor sentiment about both companies' advertising venture saw companies' shares increased on the stock exchange. For the first time ever, Google's share price hit the thousand-dollar mark, while Facebook jumped 3.9% at USD54.22.