Over the past year, a growing number of companies have launched on top of the Facebook ads application programming interface, enabling larger advertisers to scale their Facebook advertising campaigns. Today, XA.net entered the market with the launch of optim.al, a multivariate ad platform.
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While by no means the first to enter the Facebook Ad manager market, Clickable, a company dedicated to making online advertising simple and profitable, has formally announced the launch of their “Facebook Ad Management Tools”. This comes the day after Techlightenment, the first company to provide a tool on top of the Facebook Ads API informed us that a majority stake of their company had been purchased by Experian.
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XA.net and Efficient Frontier don’t want you to overspend on Facebook ads, and they’ve recently launched tools to solve that exact problem.
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Facebook’s largest advertiser is Zynga, the insanely popular social gaming developer behind uber hit: FarmVille. Other application developers have also followed suit and are using Facebook’s advertising platform as a way to drive new installs. Rather than building in house advertising solutions which integrate with Facebook’s API though, many application developers are now turning to third parties with custom ad management solutions.
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Back in July we first wrote about the impending Facebook Ads API. Last month the first third-party ad manager to take advantage of the Facebook Ads API was launched followed by a couple others. Today, TBG London has upgraded their ONE Media Manager product to provide support for the Facebook Ads API. The ONE Media Manager product supports multiple media partners so all ad buys can take place through a single system.
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On Monday we wrote about the first third-party Facebook Ads manager to leverage the Facebook Ads API. Today, 77Agency is the second company to announced their own Facebook Ads campaign management software. Additionally, the company is already involved in licensing discussions with a number of third-parties. Just like the Alchemy service which we covered on Monday, the 77Agency Facebook ad manager, enables advertisers to optimize bids in real-time.
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Back in July we first wrote about the impending launch of the Facebook Ads API and today marks the launch of the first ad manager built on top of the Facebook Ads API. Alchemy, which has received just under $500,000 worth of initial funding from the TechLightnment team, is a proprietary tool for planning and buying social advertising. The initial campaigns have seen anywhere from 500 to 1,000 percent increases in click-through-rates according to the company.
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