Facebook vs. Google: The epic battle

The Facebook IPO will encourage the social network company to up its fight with Google for the online advertising market. However, Google is not going to back down.

While Facebook is a social network and Google a search engine, both companies make money from advertising, and they're both battling for the same advertising dollars. Facebook has to solve for advertising, and most likely will do so by emulating and competing with Google. As a public company, Facebook will be driven by its investors to get this area sorted out.

In order to be competitive, Google has launched major new social initiatives while improving its core products. It has moved successfully into a completely new market (mobile operating systems), in a maneuver reminiscent of Apple's expansion from computers to music players and phones itself.

Meanwhile, Google is getting into social search. Facebook is getting its social network into general search. The companies are beginning to collide in this core business.

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