Facebook Says Atlas Won’t Shrug
Facebook is promising the world—or that its Atlas solution can lift the marketing world on its shoulders. Using the term "people-based" instead of "customer-centric," Atlas announced the solution that's been around since 2001 is "rebuilt" and is being relaunched so "marketers can easily solve the cross-device problem through targeting, serving and measuring across devices."
Using the data Facebook has on its more than 1.3 billion monthly users, "Atlas by Facebook" can find consumers and serve ads to them elsewhere on the Internet through partnerships with search, social, creative management companies and publishers.
"We've 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," writes Erik Johnson, head of Atlas, on Sept. 29 on AtlasSolutions.com.
Citing just one example, Johnson says Facebook can measure and verify Instagrammers' ad impressions and "for Atlas advertisers who are already running campaigns through Instagram, Instagram ads will be included in Atlas reporting."
He says cookies aren't cutting it anymore.
"Omnicom is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas," he writes. "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."
While Johnson's post announced the solution on Sept. 29, the Wall Street Journal says the ad-serving and measurement platform will be available to marketers this week and the New York Times says it will be Monday.
The Times says this will pit No. 2 digital ad platform provider Facebook against No. 1, Google.
This announcement comes as Ello, a social network in beta, is gaining media attention because its founders say it will not allow ads on its site and will let users opt out of data collection. "You are not a product," reads its "manifesto."
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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