Cookies ‘fundamentally flawed’, says Facebook as it rolls out Atlas ad serving platform
Facebook has claimed to have taken the next step in targeted digital advertising as it begins to roll out its Atlas platform in Australia.
The social media company acquired Atlas in 2013 but relaunched the technology – which allows marketers to track Facebook users when they visit other sites – last October.
It has already relaunched the product in the US and Europe and is now ready for a concerted awareness push locally.
“Rather than just run ads all over the place and hope I reach them, I can actually meet those people where they are and target the ads. That’s our focus,”
Mr. Johnson either has a complete lack of understanding of how digital advertising works today, or he’s drunk all the Facebook Kool Aid.
Like turds through the water closet, so are the Ads of our Likes.
I know I am a weird outlier, but I really don’t want to be “tracked across different devices”
^^^^^^
Head of Atlas Erik Johnson said the technology is a superior and more sophisticated version of cookies which he said have “fundamental flaws” as they don’t track users across different devices.
^^^^^^
“But if one out of every three minutes is spent on Facebook in Australia there are still two out of three minutes where people are on other publisher’s sites. And if you’re a marketer, one third is not good enough. You need to reach everybody.”
Three huge problems with this.
1. Often, 1/3 of a mass audience is more than enough.
2. 1/3 of time on Facebook does not mean 1/3 of reach is the ceiling even within the Facebook audience more that the projection would be around 1/3 but even that will vary by time of day, day of week etc.
3. Facebook with about 12m active users in Australia means they can reach 50%. How is that everybody?
It’s these kinds of poorly thought through claims and calculations that show the arrogance of the publisher and their lack of basic understanding of maths.
It’s obvious Facebook want to be all things to all people (and especially marketers), but perhaps teach the talking heads to count before smiling for a PR pic.
what exactly is a “superior and more sophisticated form of cookie”? so if its not a cookie what is it?
Is it somethign that uses current web standards (W3C)
how does it handle apps (or is that another silo?)
come on everyone, tech is so fundamental to what we do we need some actual facts not spin for marketers who actually wouldn’t; recognize a cookie if they saw one.
what we have here a tech vendor (atlas aka microsoft) spinning a so called solution to their new owner FB, who spin it to an agency (OMD) who spin it to a client.
So this might actually be real and might actually work but its impossible to validate that by the vague, vacuous reporting in typical media publications. Go hel pthe client in a world where their advisors and the people they buy media from don;t actually understand what they are selling.