Facebook introduced today it is expanding its listing of third-party solutions to measure ad usefulness, while at the same time, it is limiting the features of its view tags feature.
The company is onboarding advertising partners in three specific locations: marketing mix modeling (MMM), viewability and mobile app measurement (MMPs). The MMM solutions now available by means of Facebook’ s marketing partner plan represent a newly created companion specialization.
“ Advertising mix modeling is used to analyze just how different marketing channels, such as TELEVISION, radio, print and digital, generate sales, ” says Facebook. “ This enables measurement partners to incorporate the particular Facebook family of apps and solutions into their marketing mix model studies and strategies. ”
To build out its MMM marketing and advertising partner program, Facebook has additional 18 partners to the category, which includes: Accenture, Analytic Edge, Analytic Companions, Annalect, Business Science Warsaw, Ebiquity, Ekimetrics, IPG Mediabrands, Ipsos MIXED MARTIAL ARTS, Inc., Nepa, Neustar, Nielsen, Goal Partner B. V. and Rainman Consulting Pvt. Ltd.
Meetrics and DoubleVerify are 2 new partners offering viewability metrics, and Branch has been added meant for mobile metrics.
Whilst Facebook is expanding its listing of marketing partners, it’ s reining in what its view tags function can do, limiting its capabilities to counting impressions beginning July one
“ Moving forward, we’ ll work with a more focused set of watch tag providers to allow them to count opinions for verification purposes, but watch tags will no longer be used for dimension purposes beyond counting, ” states Facebook.
Previously, third-party solutions could use the impressions — or unique IDs — offered via view tags within their achieve and attribution measurement systems. Beginning July 1, view tags is only going to be available to count impressions. Fb says any ad campaigns operating prior to July 1 will see the particular updated view tags on Oct 1 .
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