Former U.S. President Donald Trump’s social media platform, Truth Social, will join the video-sharing company Rumble’s new ad platform as its first publisher, the companies said on Tuesday, as the Trump venture seeks to sell ads while circumventing Big Tech firms like Google.

The announcement reflects a deepening relationship between Trump Media & Technology Group (TMTG), Truth Social’s parent company, and Rumble, a Canadian video-sharing platform that caters to conservatives.

Both Rumble and TMTG are positioning themselves as alternatives to Big Tech firms; in the announcement of its new ad platform, Rumble described it as competition to Google’s AdSense and Ad Exchange advertising programs.

The two sides had already struck a “technology and cloud services” deal in December that would include video and streaming for Truth Social.