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.
The Omniture product suite provides an integrated set of services: advanced web analytics and segmentation (SiteCatalyst, Discover and Data Warehouse), search marketing (SearchCenter), optimization (Advanced Testing and Targeting – Offermatica and TouchClarity), and the marketing integration platform (Genesis). They also have an iPhone application that allows customers to sign into their Omniture account and view statistics from anywhere.
Kenshoo is a digital marketing software company that engineers technology solutions for search marketing, social media, and online advertising. Advertisers, agencies and marketing providers use the Kenshoo Enterprise and Kenshoo Local suites to direct more than $15 billion in annual online customer sales revenue. Kenshoo powers 6 of the top 10 global hotel groups, 7 of the top 10 retailers, 7 of the top 10 telecoms, 9 of the top 10 ad agency networks, and 23 of the Fortune 50...
Marin Software is a leading provider of online advertising management solutions, offering an integrated platform for managing search, display, and social marketing. The company provides solutions for advertisers and agencies of all sizes, enabling them to improve financial performance, save time, and make better decisions. Marin Enterprise, the company’s flagship product, addresses the needs of online marketers spending $100,000 per month and greater on biddable media. Marin Professional delivers the same power and ease of use...
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