Involver Launches Industry’s First Social Advertising Optimization API & Data Feeds
San Francisco, CA, May 3, 2012
Marin Software, Unified, and SocialCode among the first leading social advertising companies utilizing Involver Optimization Data
SAN FRANCISCO – MAY 3rd, 2012 – Today Involver, the most popular platform for Facebook Pages, introduced its Engagement Optimization API and associated data feeds. This first-of-its-kind product allows social advertising platforms to integrate page management and advertising platforms, using real-time response from their audiences to optimize ad spend on behalf of their customers.
In January of this year, Involver powered more than one million pages on Facebook and reached more than 2 billion users. “Having the largest user base forces us to think about scalable and broadly applicable solutions”, said Rahim Fazal, Chairman and Co-Founder of Involver. “This is the industry’s first enterprise-grade, scalable solution to the problem of reliably connecting ad spend to brand results.”
Demand for true engagement-based optimization -rather than with limited data sets provided by Facebook Insights- has been validated by legacy point solutions on the market. Involver’s new offering, which leading ad platforms have already adopted, has established itself as a broader market solution.
“Advertisers are demanding engagement beyond simple actions. For example, a typical contest on Facebook might support ad optimization on “likes” and “shares”, but not on contest entries or coupon downloads post-entry,” said Roland Smart, Sr. Director of Product Marketing, Involver. “While consumers are warming to transacting on Facebook, brands’ immediate opportunities must focus on engagement and qualified referral.”
With Facebook approaching $5 billion in advertising revenue, the social ad optimization industry is being swept up in incredible growth as well. “Our customers look to us to optimize their ad spend on Facebook in the same ways we optimize across other social ecosystems”, said Jason Beckerman, Chief Strategy Officer and co-founder, Unified. “Having social engagement data via an API allows us to meet this demand for our joint customers and track engagement beyond the click, allowing marketers to maximize brand engagement on Facebook.”
Involver’s unique approach, creating an API and data feeds that are available to all ad platforms rather than partnering with a single one, has made it possible for more advertisers to use engagement optimization for their benefit. While five launch partners have already integrated the solution, Involver is opening access to include additional partners today.
“Involver is delivering a true platform for managing social presence, providing marketers not only with the flexibility and scale necessary to succeed, but also the hooks necessary to integrate with best-of-breed systems throughout the enterprise,” said Matt Lawson, VP of Marketing at Marin Software. “Releasing functionality like the Engagement Optimization API will allow them to build an ecosystem of partners so their customers can select the advertising platform that’s right for them.”
Involver’s solution isn’t exclusively for optimization of Facebook Ads; the Engagement Optimization API and data feeds can also be utilized to fine-tune any digital campaign – including email marketing or organic posts on Facebook, Twitter, and other channels – based on social engagement.
Involver is the solution of choice for the world’s biggest brands trying to connect with customers across the social web. Over 1 million brands and agencies including Target, Facebook, Razorfish and Best Buy use Involver to power their marketing efforts to a combined audience of over a billion relationships.
Involver pioneered the first social app suite on Facebook and is now leading the industry with SML™ (Social Markup Language), allowing front-end developers to achieve pixel-perfect application development. Involver’s Platform acts as a marketer’s system of record, bringing everything from app management and stream response/moderation to publishing updates and analytics into a single intuitive interface.
Involver is a Facebook Marketing Developer and a technology provider for Facebook’s internal marketing team, with applications like the Involver Leaderboard and Stories. Headquartered in San Francisco, CA, with offices in Austin, TX, and New York, NY, Involver was founded in 2007. Investors include Bessemer Ventures, Cervin Ventures and WTI.
Roland Smart, VP of Marketing, Involver