This move will have a direct impact on app developers all around the world.
Facebook is preparing its announcement of a new measurement tool for social media marketing firms that may help the network to be able to offer better competition for Google and to allow the company to taken on a greater share of the smartphone based ad marketplace.
The announcement is expected to be made at the Facebook annual F8 developers conference on March 25.
The new measuring service will give brands using Facebook social media marketing a better ability to know whether or not an app was actually downloaded as a result of having been exposed to an ad on the social network. This, according to a recent report that was made by The Information. This tool will not be limited to measuring the performance of ads purchased through Facebook. It will also help to better understand the performance of ads that have been served on other mobile apps, as well.
Should Facebook encourage enough use of this social media marketing environment, the outcome could be massive.
Strong partnerships of this nature could end up presenting some initial challenges to rivals such as Twitter, iAd at Apple, and Google, which are direct competition within the mobile advertising space and that are highly unlikely to want to give up any of their market share to Facebook. Overall, if this plays out the way that The Information has suggested, it could mean that Facebook could become a much more important advertising resource for brands, particularly when it comes to desktop and mobile ads.
This would also help to provide further explanation for the launch of Facebook Audience Network, in 2014, when it gave mobile marketing firms the ability to broaden their Facebook campaigns to reach other mobile apps by way of its targeting data.
This also helps to show why Facebook is adding support to its Atlas ad server, which provides social media marketing advertisers with the ability to use consumer data from Facebook in order to target them over non-Facebook ads and websites. It also underscores the importance of the “Topic Data” data analysis tool that it recently launched.