Facebook to sell premium ad placement through Ads API, Power Editor

Advertisers will be able to buy premium ad inventory — on the home page and within News Feed — through the Ads API and Power Editor tool rather than working directly with a Facebook ad representative, the social network tells us.

Although the functionality is not yet live, this could allow third-party ad companies like AdParlor, Buddy Media and TBG Digital to continue to serve high profile clients who want more prominent ad placement that wasn’t previously available through the API. It also means Facebook may be able to better scale its premium advertising product without having to greatly expand its own staff.

Many advertisers feel Facebook does not have enough employees taking the time to address their individual business needs. The competition among third-party providers may lead these companies to be more attentive and an increasingly ideal alternative to working with Facebook directly. According to the Preferred Marketing Developer directory, there are 44 companies with access to the Ads API. The Power Editor, a self-serve desktop tool with advanced functionality, is available to some advertisers who request it from a Facebook representative.

In February, Facebook announced new premium ad offerings, including mobile Sponsored Stories, Reach Generator and logout ads. At the time it was unclear how this would affect third-party ad services and software providers, who only had the ability to buy ads that ran within Facebook’s right-hand sidebar. We do not have details on whether all of these premium options will be available through the API or Power Editor, but Facebook tells us it is working on this with developers and agencies now.

[Update 5/23/12 4:16 p.m. - Facebook confirms to us that it will only give third parties access to premium homepage ads within the feed and right rail, not mobile inventory. Logout placement and Reach Generator services will also still need to be managed by a Facebook representative. Since these are newer offerings, the social network is likely looking to manage these ads more carefully.]

Example premium placements soon to be available through the Ads API and Power Editor:

Note that page-post ads such as the one below are only eligible to be shown in the News Feed of users who already Like the page running the ad or who have a friend that does. Ads in the sidebar can be shown to users who do not Like the advertiser’s page or have any other social connections to the brand. 

Tumblr Marketing

Mediabistro Course

Tumblr Marketing

Starting December 1, learn how to market using the most popular visual blog! In this course, you’ll learn how to develop a strategy for your own Tumblr account, get people to read and share your content, and integrate your marketing efforts with other social platforms. Register now!

 

Leave a Reply

3 Responses to “Facebook to sell premium ad placement through Ads API, Power Editor”

  1. Facebook va vendre des espaces publicitaires premiums sur le fil d'actualité - Webmarketlab - Webmarketlab - laboratoire d'idée e-marketing says:

    [...] espaces publicitaires premiums sur le fil d’actualité 25 mai publié le 25/05/2012Selon Inside Facebook, le premier réseau social serait sur le point de vendre des espaces publicitaires premiums (fil [...]

  2. Facebook’s ad changes reviewed – Simply Zesty - Simply Zesty says:

    [...] option to purchase premium ad slots within the self serve ad platform, in Power Editor. Facebook has since announced that this premium inventory will be restricted to the homepage and the newsfeed in the desktop [...]

  3. The Future of Facebook Advertising « Facebook « Ybrant Digital Blog says:

    [...] Premium formats have also started to be served through the Ads API and. this will improve the tracking and implementation times of these formats, and drive new revenues. [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Social Media and Online Assistant

Education Management
Chester, PA

Web Content Creator

John Paul Mitchell Systems
Los Angeles, CA

Social Media Specialist

Penske Media Corp.
Los Angeles, CA

Director of Marketing

Broadway Across America
Baltimore, MD

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us