Facebook rolls out Ads API to support big brand campaigns

Facebook has announced the official launch of Ads API (application protocol interface), an offering the social network says is aimed at marketers and agencies that make heavy use of Facebook ads in their marketing campaigns.

The Ads API, which has been in beta since late 2009, is open to developers who can “demonstrate the ability to build significant value for our users and our marketers”, said Facebook.

The new offering is geared towards developers who manage campaigns for brands that are too complex to be conducted via Facebook’s self-serve ad tool. In beta mode, Facebook has been testing the API with select partners including AdParlor, TBD Digital and iSpy Marketing, but now any developer can apply to be a part of the programme.

“The Ads API doesn’t provide new functionality, but it helps people do things at scale,” a Facebook spokesperson has told tech news site VentureBeat this week. “Developers and marketing companies will likely be the ones to build on the Ads API, but this opens up the opportunity for businesses of all sizes to use it.”

Inside Facebook, which first reported the launch of Ads API, said that opening it up to all developers could help to reduce ad development costs as competition increases among third-party providers.

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