Facebook announced today it is expanding its list of third-party solutions to measure ad effectiveness, while at the same time, it is limiting the capabilities of its view tags feature.
The company is onboarding marketing partners in three specific areas: marketing mix modeling (MMM), viewability and mobile app measurement (MMPs). The MMM solutions now available through Facebook’s marketing partner program represent a newly created partner specialization.
“Marketing mix modeling is used to analyze how different marketing channels, such as TV, radio, print and digital, drive sales,” says Facebook. “This enables measurement partners to incorporate the Facebook family of apps and services into their marketing mix model analyses and strategies.”
To build out its MMM marketing partner program, Facebook has added 18 partners to the category, including: Accenture, Analytic Edge, Analytic Partners, Annalect, Business Science Warsaw, Ebiquity, Ekimetrics, IPG Mediabrands, Ipsos MMA, Inc., Nepa, Neustar, Nielsen, Objective Partner B.V. and Rainman Consulting Pvt. Ltd.
Meetrics and DoubleVerify are two new partners offering viewability metrics, and Branch has been added for mobile metrics.
While Facebook is expanding its list of marketing partners, it’s reining in what its view tags feature can do, limiting its capabilities to only counting impressions beginning July 1.
“Moving forward, we’ll work with a more focused set of view tag providers to allow them to count impressions for verification purposes, but view tags will no longer be used for measurement purposes beyond counting,” says Facebook.
Previously, third-party solutions could use the impressions — or unique IDs — available via view tags within their reach and attribution measurement systems. Starting July 1, view tags will only be available to count impressions. Facebook says any ad campaigns running prior to July 1 will see the updated view tags on October 1.
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Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.