Dive Summary:

• On Wednesday, Facebook launched a new promotions policy allowing marketers run competitions from the timeline of their Facebook page.
• Facebook hopes this will accommodate retailers by simplifying the process for creating and administering promotions on the social media site.
• The new application should help retailers create more personalized promotional content.  “Retailers will be able to gather more data for themselves,” says John Lusk with Rivet & Sway.

From the article:

Because the changes will make it easier to launch a contest, some retailers will likely stop working with some vendors that specialize in building promotional applications, he says, particularly since some of those vendors don’t share all the data they collect.