Today, Appssavvy announced a new dashboard for media buyers which enables them to manage all of their advertising campaigns across the Facebook networks. The application ties directly into Sometrics to provide media buyers with up to the minute demographic profiles for each application. Want to buy ads on an application with 75 percent male in the age group 18-24? Grab an ad on the Total Sports Fan application.

The backend also provides media buyers with a way to track all of their active campaigns currently active on the network. The combination of Sometrics data with AppsSavvy’s platform will enable media buyers to have immediate access to demographic targeted campaigns. This is the first ad network that I’m aware of to provide robust back-end services to the advertiser.

I’m guessing that this will spark a trend of other ad networks releasing similar offerings. The key here is how this partnership leverages the power of Sometrics. Just last month Sometrics announced their social ad platform which empowers the developer to choose how they would like to optimize the display of advertisements based on demographic information.

This is an early step toward the optimization of advertisements on social platform applications. While the platforms continue to be plagued with poor advertisements, these new solutions will most definitely help improve the quality over time.

This afternoon I had the opportunity to speak with Ian Swanson, one of the founders of Sometrics, a social analytics company. Sometrics help developers track additional information about their users in addition to providing a robust ad serving platform. The company is actively building strategic partnerships to expand across multiple platforms and is rapidly increasing their product offering.

During the podcast, Ian and I discussed what the current trends are in the social platform space. We also briefly discussed the privacy issues facing social platforms and analytics companies in general. Ian stressed how Sometrics focuses on ensuring that user data is always protected and remains anonymous on their platform.

Ian also mentioned future plans for the company as well as some interesting news items that will be released in the coming weeks. Definitely listen to my podcast with Ian Swanson to learn more about Sometrics.

 

 Interview with Ian Swanson, Sometrics [14:39m]: Play Now | Play in Popup | Download

Sometrics, the leading social analytics platform, will announce today at the Under the Radar Conference that they are launching a social ad platform. This is the first of its kind and provides more robust analytics than Facebook’s SocialAds currently provide. It is targeted toward applications build on social platforms including Facebook, MySpace, Bebo and others. The platform can target by demographics, geography and social interests (music, sports, etc).

We recently posted about Sometrics first round of funding from the Mail Room Fund, an investment fund that combines big Hollywood with VCs from Silicon Valley (Accel and Venrock). The company is a favorite among many developers and will continue to be thanks to this new ad platform. Ian Swanson, CEO of Sometrics, provided me with some amazing screenshots that I’ve included below.

This is not an ad network but instead a platform which enables developers to embed ad code based on specific demographics. This will also be extremely useful for empowering developers to experiment with various ad networks and adjust placements based on demographic information hopefully increasing their CPMs over time. It is impressive to see Sometrics outpace Facebook in their innovation of social analytics services.

Banner Install Screenshot

Ad Zone Banner Screenshot

Click-Through Rate By Age

Click-Through Rate By Age 2

Back in March I wrote about the launch of the Sometrics Facebook application. Peter Kafka is reporting that Sometics has just received their first round of funding from the L.A. based Mailroom Fund. The Mailroom Fund is “sponsored by William Morris Agency, Accel Partners and Venrock.”

Sometrics is currently the leading social analytics application on Facebook and it also has the potential to expand beyond. I’ve already been discussing with others the implications of having an analytics tool that takes advantage of the new Facebook Connect platform and the competing services being launched by Google and MySpace. Currently Google Analytics, the leading analytics program, doesn’t provide demographic data as it applies to gender and age.

Sometrics and some of their competitors are now able to make this possible even on external websites. There is still a substantial opportunity for improving analytics programs. From one tool to another, the numbers continue to deviate which means that nobody has been able to solve the analytics problem even today. Facebook is currently the only platform to provide analytical tools to developer however limited they may be.

The social analytics space now has multiple players and it will be exciting to see how this component of social networks grows over the coming months and years.