Facebook Says Atlas Won’t Shrug
The Wall Street Journal's Jack Marshall says there are five things marketers need to know about Atlas:
- It's Designed to Improve Ad Measurement Across the Web. "Atlas will essentially follow users across the web, making note of the ads they see, interact with and act upon, and will tie that information back to their Facebook profiles," he writes.
- It Could Make Mobile Measurement a Reality. By tying Facebook accounts to users' activity, more touchpoints can become evident along the line to a sale. For instance, a buyer who first viewed an ad on a mobile device may buy the product on a desktop computer.
- It Could Help Tie Online Ads to Offline Sales. If a restaurant owner asks a diner for an email address and that email address is linked to a Facebook account, that owner can find out if the diner saw ads before coming in for a meal.
- It's Not Just for Display Advertising. Native, email, search, social and video ads can be tracked via Atlas.
- An Ad Buying Tool Is Coming. Atlas by Facebook will offer targeted ads for third-party sites.
Will marketers use Facebook Atlas? How will consumers react?
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