Facebook Overhauling PMD Program, Which Will Be Renamed Facebook Marketing Partners

By David Cohen 

FacebookMarketingPartnersLogo650Big changes are coming to Facebook’s Preferred Marketing Developer program, including an early 2015 rechristening as Facebook Marketing Partners, as well as a reorganization of partner companies by specific areas of expertise.

Facebook also said it was improving access to its ads application-programming interface in an effort to enable developers to build better marketing tools for brands on Facebook.

The social network defined the new categories in a post on the Facebook for Business page:

  • Ad Technology: Scale and optimize Facebook ad campaigns.
  • Media Buying: Find top Facebook media expertise (U.S. only at launch).
  • Facebook Exchange (FBX): Extend the reach of your exchange buys to include Facebook Exchange via our partner DSPs (demand-side platforms).
  • Community Management: Access advanced technology for managing pages and conversations.
  • Content Marketing: Create, curate and serve up content easily.
  • Small Business Solutions: Find a range of services and/or technology tailored for small and locally based businesses.
  • Audience Onboarding: Bring your internal data and audiences onto Facebook.
  • Audience Data Providers: Access external data and put it to use on Facebook.
  • Measurement: Gain critical data and insights across your campaigns.

Facebook said in introducing the changes via the Facebook for Business post:

The Facebook Preferred Marketing Developer program was created to help businesses scale their marketing efforts on Facebook. Today we’re announcing a series of changes to the program that will make it easier for marketers to find the right partners through the program.

Beginning in early 2015, the PMD program will be called Facebook Marketing Partners. In addition to the new name, we’re restructuring the program to make it easier for marketers to find partners based on their specific needs, like scaling their ad campaigns or improving campaign insights.

The new structure gives partners one badge to signify that they meet or exceed Facebook partner standards. It also organizes partners based on specific areas of expertise.

If you’re already working with a Facebook partner, you can keep working with them as usual. If you’re looking for a new partner, these changes simplify the process of finding the right one for your needs.

Readers: What do you think of the upcoming changes to Facebook’s PMD program?