Omniture and Facebook extend partnership to search, display ads

Share this article:

Omniture and Facebook extended their advertising partnership on March 3 to allow marketers to both buy media and track its effectiveness on the social media site. The platform will debut at the end of this year.

Omniture currently provides analytics for Facebook applications, but the companies plan to broaden that integration to Facebook display and search ads. Marketers will be able to make media buys on Facebook using Omniture's platform and measure consumer interaction with the ads.

Aseem Chandra, VP of product marketing at Omniture, said clients demanded the tool, because marketers want to invest more in social media and less in search.

Electronic Arts tested the platform last month.

Nielsen also offers a tool to measure Facebook ads. Its platform lets Facebook poll users about their opinions on select display ads.

Omniture was acquired by Adobe for $1.8 billion last year.

A Facebook representative could not be immediately reached for comment.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.