The Internet advertising industry took notice when comScore reported that more than a third of all online display ads in the U.S. in February appeared on Facebook — which is more than three times as many ads served on the second-leading site, Yahoo. But partly because Facebook’s complicated, self-service ad infrastructure has left many buyers scratching their heads, the platform is still considered one of significantly unmet potential.
Now, more than a dozen agencies such as Kenshoo, Blinq and Webtrends are hoping to change that by offering specialized services to help marketers navigate the unwieldy buying, tracking, targeting and managing of ads on the social network. For agencies and advertisers, it presents a great opportunity to explore. For Facebook, it’s priceless.