Facebook marketing software company Involver today introduces a new application programming interface to allow marketers to optimize their Facebook ad campaigns based on post-click engagement.
With the Engagement Optimization API, Involver apps can pass optimization data to the customer’s ad platform of choice. We’ve seen a number of ad providers and app management companies partner to create unified products that enable this type of optimization, but it often requires brands and agencies to change their software or service providers. Involver says it can provide the same optimization features while being agnostic to which ad provider a customer wants to use. Facebook ad partners Marin, Unified and SocialCode have already integrated the new API.
“We want to change the way this market operates,” Involver VP of Marketing Roland Smart says. “We believe things need to become more technology-driven and should interoperate with each other.”
When businesses develop applications using Involver’s Social Markup Language, they can get parameterized URLs so each Facebook ad can include unique click tags. Involver assigns a score to every interaction within an app — watching a video, filling out a form or claiming a coupon, for example. Involver’s system tallies that score and returns anonymized, aggregated data for each ad so that ad platforms can make decisions accordingly.
“We’re not telling ad platforms how to optimize,” Smart says. Involver simply delivers the data in a way that is Facebook-compliant.
Smart says the Engagement Optimization API can also be used beyond ads to provide insights for email marketing campaigns or posts across different social networks.
Facebook Preferred Marketing Developers with access to the Ads API can enter into a referral agreement with Involver for access to the Engagement Optimization API. This move could serve Involver well if more ad providers sign on. Instead of investing in acquiring a single ad company as Buddy Media and others have, Involver can work with several at a time. However, it remains to be seen whether the market will continue to consolidate as it has been or if Involver’s API approach can disrupt that.