Facebook Launches Atlas For Smarter Ads Across Devices
Facebook already has access to data of its 1.3 billion users in its database. Now, advertisers on Facebook will also be able to track users thanks to Facebook’s Atlas ad platform slated for a showcase this week.
The “people based marketing” platform will allow advertisers to measure how a user views an ad across devices and will allow them to activities according to user behavior to maximize reach and effectiveness. The identities of the users are kept anonymous under Atlas.
Atlas improves traditional web based tracking using “cookies” which gather data within the web browser. Atlas will use data collected from what the user shares on the social network and on other websites where the Facebook login id is used to create an account. Atlas is up to date with modern usage patterns which see users consuming ads on mobile devices and in apps, apart from traditional websites.
Reports say that the Atlas will be pitched to the top advertising agencies in the world at Advertising Week, the ad industry’s annual gathering, scheduled in New York shortly.
OmniCom is expected to be the first to use the new Atlas platform for Pepsico and Intel, both clients for the firm to provide content to each user, according to the device they are on at the time.
In terms of privacy, Atlas will follow Facebook users’ existing security preferences as set up on their profiles and will only deliver data which has been authorized by the user to the the advertisers.
Facebook has recently been pushing forward into new ground for advertising which is a major source of its income. Recently Facebook, acquired LiveRail to expand into ad delivery for videos beyond Facebook.
App developers were also recently included in Facebook’s network of advertisers with the option to monetize using in app ads for Facebook.