Social enterprise software company Vitrue today announced a partnership with seven ad management companies to give its customers a way to track paid and owned media from its platform without necessarily forcing marketers to switch ad providers.
Vitrue’s Media Partner Program includes Involved Media, Marin Software, Nanigans, Optimal, SocialCode, Spruce Media and Unified, all of whom work with the Facebook Ads API to manage and optimize campaigns at scale. Vitrue has updated its Social Relationship Management platform with more collaborative workflow tools for community managers and media buyers, which could be increasingly useful as advertisers run Sponsored Stories and other ads that come directly from Facebook page posts rather than traditional ads with a headline, body copy and image.
The strategy of partnering with several ad providers could allow Vitrue to serve a wider range of customers than if it had decided to acquire a single company as others in the industry have done. Last year, ad platform Efficient Frontier acquired page management company Context Optional, and in February Vitrue competitor Buddy Media bought Brighter Option to create its new BuyBuddy solution for paid media.
Another Facebook marketing software company, Involver, recently announced partnerships with several of the companies now also working with Vitrue. Involver’s “Engagement Optimization API” can be incorporated into any ad platform to allow marketers to optimize Facebook campaigns based on post-click engagement within Involver applications.
Vitrue’s solution works a little differently. Members of the Media Partner Program log into Vitrue’s platform to see a brand’s Facebook page data and per-post metrics. Community managers have the ability to flag posts that receive high engagement and notify media buyers that the post might be a good one to apply paid media to.
In both cases, Involver and Vitrue can remain agnostic and offer customers a number of options for ad platforms. This eliminates the risk associated with acquiring a single company and then convincing customers to switch to a new ad service. Vitrue says it is looking to add more ad platforms to its partner program in the future.