Facebook expands its list of marketing partners, while limiting what view tags can do
After July 1, Facebook's view tags will no longer be used for measurement purposes beyond counting impressions.
Facebook announced today it is expanding its list of third-party solutions to measure ad effectiveness, while at the same time, it is limiting the capabilities of its view tags feature.
The company is onboarding marketing partners in three specific areas: marketing mix modeling (MMM), viewability and mobile app measurement (MMPs). The MMM solutions now available through Facebook’s marketing partner program represent a newly created partner specialization.
“Marketing mix modeling is used to analyze how different marketing channels, such as TV, radio, print and digital, drive sales,” says Facebook. “This enables measurement partners to incorporate the Facebook family of apps and services into their marketing mix model analyses and strategies.”