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Say what? Google will now sell Facebook ads

They're not exactly BFFs, but the two longtime rivals may be looking to get friendlier when it comes to serving up ads.

Despite the longtime, full-blown rivalry between Google and Facebook, it looks like the two Internet behemoths may finally be coming to terms with each other -- at least when it comes to serving up ads on the Internet.

Google announced Friday that its DoubleClick unit will soon let its ad clients buy ads on Facebook.

This means that starting in a few months, clients will be able to buy inventory on Facebook Exchange (FBX), the social network's retargeted ads platform, via DoubleClick's Bid Manager.

FBX's retargeted ads take into account people's browsing behavior outside Facebook, as captured through cookies, with the aim of offering up messages about products they've already shown interest in.

"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," Payam Shodjai, DoubleClick senior product manager, wrote in a blog post.

Google's announcement about the partnership was brief, and on the outset, it might not appear to be deserving of much hype, but it means a lot to those in the tech advertising space.

When FBX was launched earlier this year, Google was noticeably absent from the group of ad tech companies that were welcomed to the platform -- it was an obvious snub toward the biggest player in the ad tech industry.

It's not entirely clear why they've decided to partner now -- but the agreement will undoubtedly benefit both parties. DoubleClick is a powerhouse in the online advertising industry. And FBX is an enticing offering for ad buyers who are looking for an entry into the online playground of Facebook's 1 billion-plus users.