Facebook is going to be working more closely with web analytics provider Omniture (NSDQ: OMTR) to build up the social net’s strong attraction to marketers. The two began their collaboration about a year ago, mostly on developing analytics around the wide variety of Facebook apps and measuring user engagement. For Facebook, the deal is designed to keep the advertising unobtrusive — at least relative to other sites — while making it more lucrative by automating media buys on the site. For Omniture, which was acquired last year by Adobe (NSDQ: ADBE) for $1.8 billion, it’s a chance to move ahead of its competitors by aligning itself with a site that’s expected to realize significant ad growth over the next few years.
In addition to a wave of M&A activity in the analytics realm, there have also been a notable number of high-profile collaborations. A few weeks ago, for example, MTV Networks (NYSE: VIA) struck an arrangement with audience measurement firm Quantcast that’s designed to sharpen its ability to target demos across MTVN’s vast and varied 200 web properties.
Along with better analytics, the Omniture deal with Facebook promises to increase the ties among the marketers the two companies work with. The Facebook/Omniture announcement featured an outside voice of approval from Randall Reeves, senior manager, customer insights and analytics for Electronic Arts (NSDQ: ERTS). He pointed the EA’s recent $275 million acquisition of social gamer Playfish as part of its plans to introduce more networking for its products. And he says that both Facebook and Omniture working together will provide some of the heavy lifting for EA’s social net efforts. Release