Facebook announced that it is eliminating the media buying specialty for Facebook Marketing Partners.
The current media buying partners for Facebook and Instagram are:
The social network said in a Facebook Marketing Partners post:
We have found that the Blueprint Certification, which recognizes an individual buyer’s competency with Facebook and Instagram products, better suits the need of the market and of our agency partners. So on Dec. 31, we will no longer carry a badge for the media buyer specialty and will remove the category from our Facebook Marketing Partners and Instagram Partners website.
As always, our focus is to drive marketer outcomes through people-based marketing, and we believe that we can best achieve this by focusing the program on partners building on our API (application-programming interface). Agencies and partners that deliver marketing services remain a crucial part of the Facebook ecosystem, and we will continue to work with those partners through our normal channels. Media buyer partners that have other specialties will retain those badges, while also maintaining the ability to pursue other specialties.
Facebook advertisers: What are your thoughts on this move?