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Facebook is relaunching its Atlas advertising programme, enabling marketers to tap into its treasure trove of consumer data. Re/Code explains:
- Facebook is reintroducing Atlas, the underused platform it bought from Microsoft last year.
- Facebook says Atlas can help marketers track the effectiveness of their ads around the Web; it also says it will allow them to buy ads on non-Facebook websites and apps, using Facebook targeting data.
- Facebook makes a point of saying these ads aren’t “Facebook ads.” But it is also playing up the notion that the ads marketers buy via Atlas will be more effective than other big ad platforms, because they use Facebook’s data.
- Facebook says it is working with lots of partners, but so far has named only two. Ad holding giant Omnicom, which already has deals with Facebook, Google, Twitter and most other big digital players, says it will buy ads with Atlas. Facebook’s Instagram will also work with the platform. The most tantalizing notion I’ve heard this week is that Facebook has talked to Twitter about joining up, and that the idea remains a possibility.
- What’s that? You’re worried about people using your Facebook data to serve you ads? Facebook says you shouldn’t worry, because your identity will remain anonymous to advertisers and publishers — they’ll just know some basic facts about you. But really, if you’re worried about this kind of thing you shouldn’t be on Facebook. Actually, the whole Web is probably a no-go zone for you. Sorry.
From a marketer’s perspective, the Atlas initiative is an inevitable development, as Facebook attempts to out-monetise Google.
As Pando notes, there’s another important side-effect to the Atlas initiative, as the world goes mobile:
Atlas solves a technical problem that has frustrated advertisers since consumers flocked to mobile devices: the inability to see how ads viewed on one device influence purchases made on other devices because digital “cookies,” the Web’s little stalkers, can’t track smartphone activity.
Check out the video, and check out Atlas, coming soon to a marketer near you.