Inevitably, this is a big news week for advertising technology, and kicking it off is Facebook with its new premium ad unit that will be sold direct. ClickZ points out, from an FB product manager David Baser that marketers and consumers, over time, will decide what the appropriate metrics should be behind this ad unit.
I liken this to how Google started paid search ads. No one knew what to make of it, but over time, the industry established metrics, with and without Google's help, to decide what is the right way or measuring the results, and what is the right price for bids. I imagine that FB will take a hands off approach initially to see the uptick and let the industry dictate what is success. An auto manufacturer would be measuring different results from a TV show, or a celebrity.
Of course, what I really want to see, and what is inevitable coming, are social media experts from media, analyst firms, agencies and tech vendors take a stab at what these metrics should be. A year from now, during Advertising Week 2012, we should take a look back and see who got it right. I wonder what Buddy Media's Mike Lazerow thinks about this.
Other News and Events Today
And stay tuned for a major announcement from other HG clients later today.