Group M, media unit of WPP, has selected Buddy Media's new social ad product 'BuyBuddy' to manage client advertising campaigns on platforms such as Facebook, the company announced today.

Today, most brands strive to maintain an active online presence, via fan pages or groups on Facebook. Buddy Media hopes that the new software will help companies have a better performance within the market for social media advertising.

Last year, Group M, which serves as a parent company to media agencies: Maxus, MEC, MediaCom, and Mindshare, invested $200 million in Facebook advertising. The new technology will make it easier for organizations to "scale and measure the social spend" according to Michael Lazerow, CEO and Founder of Buddy Media.

He spoke with Beet TV in 2010 about the synergy between branded content and advertising. 

More on this story by Michael Learmonth at Advertising Age.

Nitya Rajan

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