Facebook is ramping up advertising by deepening its ties to other online advertising companies, particularly the ones which offer tools to manage and monitor ad campaigns. Today, it revealed its first set of partners to incorporate the Facebook Ads API into their own products. In addition to Clickable (which we discovered earlier), the other partners are Alchemy, Glow, Kenshoo, Marin Software, Omniture, and TBG.
All of them variously help to manage and optimize ad campaigns across the Web. Advertisers who already use these tools, can now create and manage their Facebook ads alongside their other types of ads. All of this is done via the Facebook Ad API.
The more that Facebook can get its ad system to work with the existing ad technology out there, the easier it will be for advertisers to start trying out campaigns on Facebook. Opening up its Ads APIs, though, also puts extra pressure on Facebook to prove that its ads can perform just as well or better than ads elsewhere on the Web. Advertisers who run their ads through these management and analytics tools can see the relative performance of each type of ad and adjust their budgets accordingly.