Involver Ramps Up Facebook Ad Optimization

By David Cohen 

Facebook page platform Involver debuted its Engagement Optimization application-programming interface today, which allows social advertising platforms to integrate page management and advertising with the goal of optimizing their campaigns with real-time data.

Involver said five launch partners are already using the Engagement Optimization API — including Marin Software, Unified, and SocialCode — adding that the technology also works with email marketing, Twitter, and other social platforms.

The Engagement Optimization API allows Involver to offer data feeds to all platforms, rather than being limited to only those that it has partnered with. Sister blog Inside Facebook offered more details on how its technology works:

When businesses develop applications using Involver’s Social Markup Language, they can get parameterized URLs so that 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 anonymous, aggregated data for each ad so that ad platforms can make decisions accordingly.

The company said its technology powered more than 1 million Facebook pages reaching over 2 billion users as of January.

Co-Founder and Chairman Rahim Fazal said:

Having the largest user base forces us to think about scalable and broadly applicable solutions. This is the industry’s first enterprise-grade, scalable solution to the problem of reliably connecting ad spend to brand results.

And Senior Director of Product Marketing Roland Smart added:

Advertisers are demanding engagement beyond simple actions. For example, a typical contest on Facebook might support ad optimization on likes and shares, but not on contest entries or coupon downloads post-entry. While consumers are warming to transacting on Facebook, brands’ immediate opportunities must focus on engagement and qualified referral.