Facebook Releases Atlas Ad Serving Platform

Tuesday, September 30, 2014

Facebook is launching its new Atlas ad serving platform which the company says will provide ad delivery as well as connect online ad impressions with offline purchases.

They are calling the approach “people-based marketing” going beyond cookies to provide demographic targeting and measuring the customer purchase funnel across browsers and devices or into the offline world.

According to a blog post on the Atlas site:

Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.

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 centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.

The industry is moving to people-based marketing

We’re 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.

We’re also welcoming a key group of partners that cross search, social, creative management and publishers. These partners will bring people-based measurement to more channels and platforms with seamless integrations.

For example, Instagram – as a publisher – is now enabled with Atlas to both measure and verify ad impressions. And for Atlas advertisers who are already running campaigns through Instagram, Instagram ads will be included in Atlas reporting.