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Doubleclick announced this week a partnership with PMDs to track social ads. Doubleclick view and click trackers are now available automatically on 4C Insights and Smartly.io. Brand Networks and Sprinklr will be the next 2 PMD´s to be integrated. The integration happens via Doubleclick Search.
PMD is a Preferred Marketing Developer. Is a program on top of Facebook Ads that helps marketers and advertisers with the setup and targetings, charging an additional fee on top of the spend. In 2015, Facebook renamed the PMD to Facebook Marketing Partners. Here what the PMD companies can do:
- Ad Technology: Scale and optimize Facebook ad campaigns;
- Media Buying: Find top Facebook media expertise;
- Facebook Exchange (FBX): Extend the reach of your exchange buys to include Facebook Exchange via our partner DSPs;
- Community Management: Access advanced technology for managing Pages and conversations;
- Content Marketing: Create, curate and serve up content easily;
- Small Business Solutions: Find a range of services and/or technology tailored for small and locally-based businesses;
- Audience Onboarding: Bring your internal data and audiences onto Facebook;
- Audience Data Providers: Access external data and put it to use on Facebook;
- Measurement: Gain critical data and insights across your campaigns.
Integrating Doubleclick Search with a PMD will allow advertisers to import the social marketing activities into the adserver:
- Reporting at the account, campaign, ad group, and ad level from the following tools;
- Standard DoubleClick Search reports and executive reports;
- Web queries;
- DoubleClick Search Reporting API;
- DoubleClick Campaign Manager Reporting API;
- Report Builder in DoubleClick Campaign Manager (Paid social data report);
- DoubleClick Campaign Manager’s data transfer files (social match table not available);
- Labels, business data, and custom Floodlight metrics and dimensions;
- Google Analytics metrics for visits attributed to social ads;
- Using formula columns to apply custom logic to the reporting data;
- Segments and dimensions, such as dates, business data, and device, but not network type;
- Attribution models;
- Using the DoubleClick Search Conversions API to upload offline conversions and attribute them to items or events in social engine accounts.