Today, Facebook just relaunched Atlas, its online ad serving and measurement service for PEOPLE-BASED marketing. Thats where the industry is moving to. Aha! Whats it all about? Heres the scoop: ◆ Facebook first acquired the Atlas Advertiser Suite from Microsoft in late February 2013 (for around $50 million). ◆ Atlas allows any website to insert ads targeted to Facebook users. (Hm, will this impact Googles DoubleClick display ad service?) ◆ The purpose of Atlas is to pioneer advances in ad measurement on the small screen (mobile, tablet). However, Atlas can track virtually any form of digital ad: mobile, in-app, desktop, email, search, social and video. (Very cool!) ◆ Atlas works via people-based marketing - tracking ad placement and performance through Facebook user accounts. ◆ 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. ◆ Using cookies for tracking is not always accurate or reliable and they dont work (well) on mobile; for this reason, Atlas could empower marketers and agencies to spend more on mobile ads. ◆ Atlas could also help tie online ads to offline sales, because it tracks people. Advertisers would be able to see whether an in-store customer saw an online ad (tracked through their Facebook profile), so long as that person provided an email address at the point of purchase, for example. (Of course, it would need to be the same email they use for logging in to Facebook). ◆ Facebook is now welcoming a key group of partners that cross search, social, creative management and publishers. And, Facebook is in discussions to get Atlas baked into various publishers services - Instagram has already integrated Atlas, for example. People-base marketing: Put the right message in front of the right person at the right time on the right device. ~Jonathan Nelson, Omnicom Group Digital CEO [Omnicom is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas.] See Facebooks official Atlas announcement here: atlassolutions/2014/09/29/meet-the-new-atlas/ Plus, see also this informative article on the The Wall Street Journal: What Marketers Need to Know About Facebook’s Atlas blogs.wsj/cmo/2014/09/29/what-marketers-need-to-know-about-facebooks-atlas/ So, the ubiquitous Facebook takes over the Internet and mobile... and offline?! Lol. What do you think of this latest development today, both a) as a user who may be concerned about tracking and privacy, and b) as a marketer who wants more accurate data and ad placement? Please do share this post with your peeps. And, you can also save the links. =*=*=*= #FacebookNews #FacebookAds #FacebookMarketing Facebook for Business
Posted on: Mon, 29 Sep 2014 21:38:14 +0000
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