The distinction between social media and paid advertising is too clear, said no one ever. Doing its part to keep the waters muddy, social media management platform Hootsuite recently purchased social media ad campaign platform AdEspresso. Hootsuite had already partnered with AdEspresso and five other social advertising platforms last October to let marketers manage social media campaigns from within Hootsuite. AdEspresso itself goes beyond mere campaign management to automatically generate thousands of ad variants, test them, and optimize the results.

Marchex ties phone calls to the advertisements that generated them and to the resulting revenue. Or, as they put it, they offer an “omnichannel analytics cloud”. They’ve just added Facebook ads to their sources. Given the increasing role played by Facebook in advertising strategies, it’s kind of a big deal. But remember this is only tracking calls triggered by Facebook ads, not other Facebook activities. So there’s still a lot of missing information.

CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph.  The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.