LookingConfident's  Instablog

When Buddy Media acquired Brighter Option's social ad management software to power Facebook ads, a whole new 'game' or, progress now gets to evolve around Facebook's global Display advertising offer.

Looksmart has well and truly said (or, been told to say) good-bye to any future eCPM (Costs per thousand impressions) kind of transactions to 'manage' again.

< Buddy Media had studied 20 possible ad development outfits for a possible acquisition and chose Brighter Option, whose ad management software saw 92.5 billion page views on behalf of 291 advertisers in 42 countries.>

There is no doubt whatsoever in my mind that (London-based Facebook advertising developer) Brighter Option has been using no more than a 'private label' of the Looksmart advertiser solutions! Just where in the world would they have had the front end to offer enough scale to service 291 advertisers in 42 countries. - under their Facebook agreement?

(With Facebook already utilising the Looksmart Publisher solutions.)

What this deal also clearly establishes is that Buddy Media (said to have had just under $90 million in funding), is certain NOW, that 'independent' marketplace.

Conducting RON or, eCPM buys that can only add to Buddy's existing growing revenues (that may have reached $50 million in 2011) with their news that they're now building the ad tools that sync with Buddy Media's Twitter, YouTube, Google+ and other social channel publishing capabilities. In my opinion, there's your ONE global marketplace, in a nutshell.

When Facebook finally do decide (Q3?) to buy Looksmart's ad network, they too will effectively have an independent entry for their advertisers to all buy in that same global (open) marketplace - where a winning bid may not necessarily become a Facebook impression as it could be served on any of Buddy's partner's sites, including Twitter, YouTube, Google+.

With the highest or, 'winning bid', getting that placement.

From my previous instapost the situation just became a newer 'game' for Facebook, with- instead of their own utilizing the Looksmart AdCenter enterprise technology for serving their own ads - Buddy provides the 'firewall' for Facebook. Keeping advertisers at 'arms length' from mining any Facebook 'user' data. When Yahoo and Microsoft's 'collective' own, and their network publisher partners and other publishers and networks are brought into the (one) marketplace, sh#t just get's that bigger!

Already, with a click on the Facebook Ad Manager - Brighter Option you are taken to:

There should be no need for me to explain any of what I feel are the workings of CPA/CPV in a Looksmart global marketplace. - One that'll operate separate from the Buddy (social) network. The clear success of search based user/audience targeting needs no introduction.

tiny.cc/slgpew

Full acquisition Story, linked here:

allfacebook.com/facebook-buddy-media-acq...

Buddy may/will also (it appears from the above), offer CPA clicks (with a guarantee of a true Cost Per View CPV) with all others within the Buddy marketplace doing like-wise across social networks, including Facebook.

As AdEchanger points out today (Read more) WPP and Buddy Media has a 'natural' deal between them already. 'WPP has spent $200 million on Facebook in 201, and the CEO Martin Sorrell expects that to rise to $400 million this year. .....With Sorrell wanting to see his $5 million stake in Buddy Media pay off!'

Always, just an opinion.

LC

ps; Buddy Media Unifies Social Marketing Data with New API

Disclosure: Long LOOK

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