Omniture and Facebook extend partnership to search, display ads

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.