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Facebook's Atlas Ad Platform Relaunches
Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. Facebook's Atlas Ad Platform Relaunches [atlassolutions.com]
We’re excited to announce that Omnicom is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas. Together, Omnicom – powered by Neustar technology– and Atlas will jointly develop integrations to enable more automated capabilities for Omnicom’s clients, including Pepsi and Intel – who are among the first testing the new platform.
We’re also welcoming a key group of partners that cross search, social, creative management and publishers. These partners will bring people-based measurement to more channels and platforms with seamless integrations.
Facebook’s long-awaited Google Ad Sense competitor is finally here. It’s called Atlas, and like Ad Sense, it will allow brands to buy ads on Facebook, using the social network’s massive trove of data, and have those ads show up on sites across the web.
Facebook announced the news late Sunday night to coincide with the start of Advertising Week in New York City. For other brands hoping to make headlines at Advertising Week, Facebook’s news will be a tough act to follow. Investors and the media have been waiting for an announcement like this for years.
In January, Facebook took its first steps in this direction launching a network that could serve up ads within mobile apps. But the launch of Atlas symbolizes a deeper commitment to controlling the web’s ads—and an even fiercer fight with Google for that control.
Atlas is not a new platform, per se. Facebook acquired the product from Microsoft last year. But according to a blog post from Erik Johnson, head of Atlas, the team has rebuilt the platform “from the ground up” in the hopes of making it easier for advertisers to follow a consumer, regardless of what type of device she’s using.
In an apparent dig at Google, Johnson writes that the method advertisers have traditionally used to track consumers—cookies—is flawed, because consumers are no longer using one device at all times. “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,” Johnson writes. He offers “people-based marketing,” that is, marketing based on Facebook’s data, as the solution. It can not only track users between devices, but it can also connect online campaigns to offline sales to determine how effective a given campaign really was.
In the announcement, Facebook said it had already signed a contract with Omnicom to begin serving advertisements for brands like Pepsi and Intel. Instagram, which of course, is owned by Facebook, is also enabled with Atlas. The company noted in its announcement that advertisers who buy ads on Facebook, Atlas, and Instagram will be able to easily compare the results.
