SocialMedia, BuddyMedia team up on social ads

Though they work in the same field of social application-based advertising, the two partner to bring BuddyMedia's analytics to SocialMedia's clients.

Here's a deal that never could've happened in the absence of the developer platform craze: SocialMedia, a media network that focuses on the fledgling niche of "engagement ads," is set to announce a partnership with BuddyMedia, which creates branded applications for clients.

More specifically, SocialMedia clients will have access to BuddyMedia's new analytics and research product , which it calls "BuddyBrain" and formally launched last week. BuddyMedia licenses BuddyBrain as part of a program that it calls "App-vertising Resellers," and the two companies have already teamed up on ad campaigns for clients like FedEx, Anheuser-Busch, and sneaker company New Balance. Terms of this deal were not disclosed.

BuddyMedia launched its own ad network for social-network applications in April .

Right now, social advertising is the talk of the town in New York because of the Web 2.0 Expo this week and the Interactive Advertising Bureau-sponsored Advertising Week next week. There's still plenty of unproven idealism surrounding the niche, and deal-making like this doesn't assuage occasional industry concerns about social advertising's effectiveness . But analytics will likely be a boost for SocialMedia's clients--if they get statistical hints that their Facebook applications are having a legitimate impact, their confidence in the new medium could get a little less shaky.

About the author

Caroline McCarthy, a CNET News staff writer, is a downtown Manhattanite happily addicted to social-media tools and restaurant blogs. Her pre-CNET resume includes interning at an IT security firm and brewing cappuccinos.


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