As Marketing Week kicks off in New York City, Facebook is announcing a new model of its Atlas ad platform, which it says represents the subsequent phase in monitoring ad effectiveness across units.
The organization initial acquired Atlas from Microsoft final 12 months, but in current weeks each The Information and The Wall Street Journal reported that an ambitious relaunch was in the performs, with the aim of assisting Facebook challenge Google.
In a company blog post, Facebook says that Atlas not only delivers a new consumer interface, but has really been fully rewritten.
Possibly most importantly, the organization says it has enhanced the platform’s cross-gadget abilities. The submit factors out the limitations in relying on cookies to track end users and establish no matter whether an ad is efficient: “Cookies don’t work on mobile, are becoming less accurate in demographic targeting and can’t easily or accurately measure the customer purchase funnel across browsers and devices or into the offline world.”
Facebook describes its method as “people-based marketing,” in which advertisers can stick to end users across units. Presumably that implies Atlas can inform advertisers if somebody noticed their ad on, say, their smartphone and then produced a buy from their laptop, or vice versa. The website submit does not go into considerably detail about how Facebook is undertaking this, but the Journal reported that the platform will be “linking users’ ad interactions to their Facebook accounts,” not just on Facebook itself, but on other web sites and apps.
And Facebook says it will be doing work with “a key group of partners that cross search, social, creative management and publishers.” Individuals partners consist of Instagram — which is, yes, owned by Facebook, but the submit says that as a publisher, Instagram will be employing Atlas “to both measure and verify ad impressions,” with presumably other, non-Facebook-owned publishers to stick to.
In terms of receiving advertisers on board, Facebook says it is previously partnered with ad holding organization Omnicom — the initial Omnicom customers to move to the new platform are Pepsi and Intel.