Facebook, Omniture expand marketing partnership

Mar 03, 2010

(AP) -- Facebook and Omniture, the Web analytics software maker, said Wednesday they are working together to help companies use the world's largest social network as a marketing channel.

Using Omniture's products, companies will be able to measure how effective their ads are on Facebook. They will also be able to use Omniture's search engine marketing management tool to buy Facebook ads. And they will be able to compare how well their ad campaigns do on Facebook compared with other outlets.

EMarketer analyst Debra Aho Williamson said the deal is a "really big move" because many large online marketers use Omniture on a regular basis.

"Marketers have been so interested in Facebook, but frustrated by the lack of analytics that Facebook is providing them," she said.

The partnership with Omniture, which Adobe Systems Inc. bought last fall for $1.8 billion, will boost ad spending on Facebook, she added. EMarketer expects worldwide ad spending on Facebook to hit $605 million this year. That would be a 39 percent increase from 2009.

"If it's hard to understand how effective advertising is, companies are less likely to do it," Williamson said.

Wednesday's announcement expands a partnership Facebook and Omniture started last year.

Explore further: Entrepreneur, activist Sina Khanifar on digital copyright reform

not rated yet
add to favorites email to friend print save as pdf

Related Stories

Adobe to buy Omniture for $1.8B; 3Q profit slides

Sep 15, 2009

(AP) -- Adobe Systems Inc. said Tuesday it will buy Web analytic software company Omniture Inc. for about $1.8 billion, giving the maker of content-creation software a way to let marketers measure the effectiveness ...

Social networking aggregator sues Facebook

Jul 10, 2009

(AP) -- In a counter-punch to the world's biggest online hangout, a small Web company called Power.com has sued Facebook, saying it doesn't follow its own policy of giving users control over their content.

Recommended for you

User comments : 0