TubeMogul has been named an official Facebook Marketing Partner by the social media site.
The accreditation allows TubeMogul, an enterprise software company that specializes in online video, to buy video ads in Facebook’s news feed and on Instagram (which Facebook acquired in 2012), on both desktop and mobile screens. It is likely the first video platform to earn such accreditation from Facebook.
“For us, this is about centralized control and access,” said Dana Toering, TubeMogul Canada’s new managing director. “Being able to effectively plan, buy, execute, optimize and analyze your campaign across all screens and platforms… Being able to offer clients the ability to do that from one centralized location and drive their marketing goals across all channels is the biggest benefit for us.”
Toering described his clients’ interest in getting access to this inventory as “sky high.”
Facebook sets certain criteria for those looking to earn such a partnership status. For example, a company must demonstrate expertise in at least one “industry” such as automotive or CPG (as an ad tech firm, TubeMogul touches several sectors), run an API-level integration with Facebook that garners a minimum level of impressions set by the social service and have a “speciality,” which in this case is ad technology.
Jeff Fisher, TubeMogul’s communications manager, said the path to today’s announcement stretches back to when Facebook acquired LiveRail in 2014.
“LiveRail is one of our biggest supply partners,” Fisher said. “We have been testing with Facebook in a closed beta test since Q2 or Q3 of 2015.”
That closed beta included more than 100 campaigns a with more than 40 clients, including Expedia, Publicis Health Media, Playboy and Lenovo Australia.
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“This type of in-depth integration between Facebook and TubeMogul gives us not-before-seen access to Facebook inventory through the programmatic space,” said Adam Hancox, programmatic associate director at Starcom Mediavest UK, in a release. “Access to the incredibly rich data within Facebook to target and power our campaigns has the potential to drive incredible success for our clients.”
