As Advertising 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 preliminary acquired Atlas from Microsoft last 12 months, but in present weeks each and every The Information and The Wall Street Journal reported that an ambitious relaunch was in the performs, with the aim of aiding Facebook challenge Google.
In a company blog post, Facebook says that Atlas not only delivers a new customer interface, but has genuinely been totally rewritten.
Probably most importantly, the organization says it has enhanced the platform’s cross-gadget capabilities. The submit aspects out the limitations in relying on cookies to track finish consumers and set up no matter whether or not an ad is effective: “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 approach as “people-based marketing,” in which advertisers can stick to finish consumers across units. Presumably that implies Atlas can inform advertisers if someone observed their ad on, say, their smartphone and then created a acquire from their laptop, or vice versa. The internet site submit does not go into substantially 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 internet internet sites and apps.
The organization also says that it will be capable to connect on the world wide web ad impressions with offline income — an spot in which Facebook has previously been working and developing partnerships.
And Facebook says it will be performing function with “a key group of partners that cross search, social, creative management and publishers.” People partners consist of Instagram — which is, yes, owned by Facebook, but the submit says that as a publisher, Instagram will be using Atlas “to both measure and verify ad impressions,” with presumably other, non-Facebook-owned publishers to stick to.
In terms of obtaining advertisers on board, Facebook says it is previously partnered with ad holding organization Omnicom — the preliminary Omnicom buyers to move to the new platform are Pepsi and Intel.