(USA TODAY) SAN FRANCISCO -- The frosty rivalry between Google and Facebook may be thawing, at least in one important corner of the online advertising industry.
Google said Friday that it will work with Facebook by joining the social network's FBX real-time bidding exchange for advertising.
Google's DoubleClick advertising business helps ad agencies and advertisers buy space on many different websites, mostly through exchanges that automate the bidding process in lightening quick time.
Starting in a few months, DoubleClick clients will be able to buy ad inventory on FBX through DoubleClick Bid Manager, according to DoubleClick senior product manager Payam Shodjai.
"Partnership has been key to Google's success as a rising tide lifts all boats," Shodjai wrote in a blog announcing the move. "We're always looking at ways to serve our clients even better."
The announcement came on a day when Google shares soared 14% to over $1,000 for the first time on optimism about the company's advertising business.
Facebook shares also hit a new record Friday, closing up 3.9% at $54.22.
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