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Facebook appoints Tookitaki as marketing partner in India


Facebook has partnered with the ad tech firm Tookitaki as its first marketing partner in India, reports netimperative. The social media giant plans to tie up with more Indian companies in other fields as marketing partners in the coming months.

This initiative is a part of Facebook’s Preferred Marketing Developer program, which was rebranded to Facebook Marketing Partners earlier this year. The platform essentially ties up with partners in specific areas of expertise like ad technology, media buying, Facebook exchange, community management, content marketing, small business solutions, audience onboarding, audience data providers and campaign data measurement and insight.

For businesses looking for a marketing partner, Facebook offers a matching tool to search by specialty, industry and country and enable them to contact the partner directly. As of now, Facebook claims to have hundreds of marketing partners globally.

Tookitaki funding: Note that earlier this year, Tookitaki raised $1 million in a round of seed funding led by Jungle Ventures with participation from existing investors Blume Ventures and new investors Rebright Partners. The company had also raised $200,000 from Blume Ventures, India Internet Group, Harvard Angels and Centre for Innovation Incubation Entrepreneurship (CIIE) Ahmedabad in August 2013.

Tookitaki currently offers data analytics services like mobile targeting, sales strategies, and inventory along with consumer behavior predictions across verticals. It also offers social targeting and ad optimization, that works by querying data points from social media networks like Facebook, Twitter, YouTube, among others to find purchasing patterns of consumers on the web.

Other developments at Facebook:

– In August, Facebook extended its autoplay video ads to third-party mobile apps that sell ads through the social network’s Audience Network. There is an opt out for autoplay for videos in Facebook where users can set the feature only when the device is using WiFi.

– The same month, Facebook claimed to have distributed $50 million worth of tools, services and other benefits to developers in the Asia Pacific region through its FbStart program. This included $20 million worth of benefits to developers in India.

– Again in August, the company launched its own livestreaming service through its Facebook Mentions app, which would allow verified influencers and celebrities to engage with fans and audiences. The service, called Live, competes with Twitter’s Periscope and Meerkat.

– Facebook, which had started testing a buy button for Shopify in June, extended this feature to various business’ Facebook pages in July. The new feature would let retailers sell items directly through their business page, turning it into a partial ecommerce store.

Facebook India numbers: Social networking website Facebook’s India user base grew by 5.6% from 118 million monthly active users (MAUs) in Q4 2014 (December 2014) to 125 million MAUs in Q1 2015 (March 2015), out of which 114 million were mobile MAUs. Facebook India’s daily active users (DAUs) are at 59 million in Q1, up from 55 million in Q4, out of which 53 million DAUs come through mobile (as opposed to 49 million DAUs in Q4), accounting for over 89.8% of Facebook’s daily traffic as of March 2015

Facebook mobile revenues: The contribution of mobile advertising to Facebook’s ad revenues continued to increase: Around 76% of Facebook’s ad revenues for the quarter ended June 30, 2015 was from mobile ads, up from 62% contribution in the same quarter last year and 73 % contribution in the preceding quarter. The company posted total ad revenues of around $3.83 billion for the quarter, up 43% year-on-year (YoY).

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