With Facebook expected to outpace Yahoo (NSDQ: YHOO) as the biggest outlet for display ad dollars in the U.S. this year, any company that has even an ancillary connection to the number one social network is going to be in play. Hoping to stay ahead of the competition, Buddy Media, one of the first company’s to bill itself as a Facebook ad management system aimed at agencies and advertisers, has acquired social analytics tool Spinback.
According to a recent eMarketer forecast, Facebook’s display ad revenue will jump 80 percent to $2.19 billion this year, compared to Yahoo’s projected 16 percent rise to $1.65 billion.
This is WPP Group-backed Buddy Media’s first acquisition. The company has been particularly deals-focused as the market for Facebook advertising has been heating up.
Spinback’s main tool is a social commerce widget called EasyShare, a plugin that allows consumers to easily share products and purchases via Facebook, Twitter and email. The flipside of that is New York-based Spinback’s EasyTrack, an analytics dashboard that allows companies to measure social sharing and the resulting traffic, conversions and sales.
“Tens of millions of websites have added sharing buttons,” said Michael Lazerow, Buddy Media’s founder and CEO, in a statement. “Very few of them, however, can actually tell you how many sales were driven by these buttons. With this acquisition, Buddy Media can now answer the question ‘what is the ROI of social media?’ better than anyone else in the market in a holistic way, both on Facebook and off, and on Twitter and email.”