Facebook is rolling out Atlas, the ad platform it purchased from Microsoft last year. At Subko&Co what interests us the most is what could be the potential possibilities for advertisers arising from the launch of Atlas. There are several aspects of the platform that draw our attention, so we’ll present few of them below.
It is claimed that Atlas shifts the focus in ads from cookies, which prove to be anachronic, unreliable and give incomplete picture of a specific ad consumer. Plus, they operate rather poorly on mobile. Instead, this new Facebook’s advertising platform will concentrate on true cross-device channeling and on what they call a “people-based marketing”. Erik Johnson, the head of Atlas, claims that thanks to the new platform, reaching real people across devices, platforms and publishers will be rendered possible. This means that Atlas will be relying on the basic data the users put to Facebook. It is assured that the actual identity of specific users will remain anonymous to publishers and advertisers.
So how exactly Atlas is going to work? Ad interactions of the users will be linked to their Facebook accounts. The platform will essentially track the users’ activity across the web, recording interactions with ads and tying this data back to their Facebook profiles. Frankly, it sounds far more reasonable to target the ads on people’s profiles rather than specific devices, as increasingly more people possess more than one.
Atlas is also claimed to help the marketers track the relationship between online advertising and offline sales. For instance, when someone buys groceries in a supermarket, he might volunteer his email address at the checkout. Provided the email can be linked to a Facebook account, the marketers would be able to identify if, when and where he saw the ad across the web.
Seems that Facebook’s Atlas will try to battle Google’s immense ad ecosystem. Time will tell who’s going to win.