Facebook launches Atlas for tracking
Facebook launches overhauled Atlas offering to help marketers track consumers more efficiently.
The release:
Today Facebook has announced the launch of Atlas. Facebook has rebuilt Atlas from the ground up to tackle today’s marketing challenges, like reaching people across devices and bridging the gap between online impressions and offline purchases.
People-based marketing
People spend more time on more devices than ever before. This shift in consumer behaviour has had a profound impact on a consumer’s path to purchase, both online and in stores. And today’s technology for ad serving and measurement – cookies – are flawed when used alone. 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.
Atlas Rebuilt
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 centred on people for reporting and measurement. This valuable data can lead to better optimisation decisions to make your media budget even more effective.
The industry is moving to people-based marketing
Facebook is 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.
To learn more about Atlas check out the blog post.
Source: N2N Communications
