October 4, 2009
Earlier this year, we speculated on when Facebook would launch APIs for Facebook Ads to allow performance marketers to automate ad management. Well, it appears it’s happening now: recently, Facebook started beta testing its new advertising APIs with just a few agencies around the world.
This is a pretty interesting development for several reasons.
Most directly, it is another sign of the Google-ification of Facebook — that is, Facebook getting serious about being a (if not the) leading platform for performance advertising, as Ad Words is today. Not a huge surprise here, what with the infiltration of lots of senior Google talent, from Sheryl Sandberg on down.
More interesting to me, though, is the question whether the availability of Facebook’s advertising API presents an opportunity for new startups to build tools for advertisers to optimize their Facebook ad spend, just as players like Efficient Frontier and other SEM companies have for the AdWords platform.
Will we see a new category of marketing tools and services startups — instead of Search Engine Marketing (SEM), Social Network Marketing (SNM) companies?
And, if so, will they be confused with “S&M” companies??