By Ronan Shields | Digital Editor

April 1, 2016 | 3 min read

After a very public row with Google over the exclusion of third parties buying YouTube inventory, video ad tech outfit TubeMogul has followed up with an alliance with Facebook, allowing it to help advertisers purchase inventory on the social network plus its image sharing service Instagram.

TubeMogul yesterday (31 March) announced that it is one of the first video platforms to be awarded the Facebook Marketing Partner badge, meaning advertisers can now use the TubeMogul platform to purchase video ads within Facebook News Feed and Instagram on both desktop and mobile across the globe.

TubeMogul claims the integration means marketers can consolidate their entire video brand advertising budget into its media buying platform. The benefits of which include using the same audience targeting capabilities currently available when booking Facebook’s native ad units and then using unified reporting metrics across multiple media platforms when evaluating the success of a campaign.

Available reporting metrics include: Likes, comments, shares, impressions, video completion rates, and downstream brand metrics such as purchase intent and sentiment.

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Brands that have already used the technology include: Expedia; Kraft; Lenovo Australia, and athenahealth.

Brett Wilson, TubeMogul, CEO, said: “Our vision was to work with Facebook and Instagram in order to provide a seamless branding experience for marketers across all media channels, and today we’re one step closer to that goal.”

Adam Hancox, programmatic associate director at Starcom Mediavest UK, added: “Access to the incredibly rich data within Facebook to target and power our campaigns has the potential to drive incredible success for our clients.”

The integration with Facebook follows a very public row with Google over the online advertising behemoth curbing access to YouTube advertising inventory for third parties mid-way through last year, which significantly hindered the video ad tech's business.

TubeMogul's reaction was to mount a very vocal campaign extoling the evils of 'walled gardens' culminating in a (rare) public ad campaign attacking Google for "hiding behing walled gardens” in a bid to raise the issue more directly with advertisers.

The "Independence Matters" campaign saw the publicly listed ad tech outfit release a number of videos, posters and print ads criticising Google with allegations around its “misaligned business incentives” and “conflicts of interest” (see video above).


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