Additionally, the platform has Facebook analytic and reporting capabilities that go beyond what’s nominally available through the social network. While Mann said Facebook is “making a lot of improvements on their platform,”especially in reporting, there are still limits to what marketers can do directly. For example, a lot of insights in Facebook’s ad API can’t be gathered directly through the Facebook dashboard.
Another benefit to using Brand Networks’ platform is a consolidated view. On Twitter, Gilt has a number of different ad accounts it works across, and Brand Networks’ platforms allows it to collapse them all into one report.
“Instead of having to open up a report six different times, it’s a one-stop shop,” said Mann. “What they are able to service through the ad API is much more nimble and a more automated way for us to do reporting.”
Brand Networks’ announcement comes during a time of heavy expansion for the company, through both product development and acquisitions. Two years ago, the company acquired Optimal, growing its data-driven ad-buying abilities. Earlier this year, it bought rival SHIFT, another Facebook Preferred Marketing Developer that had expanded to other social networks, winnowing the crowded social platform space further.