New Atlas from Facebook – good or bad news?

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Facebook started this week from announcing the launch of Atlas – new platform that will deal with today’s marketing challenges, like reaching real people across devices and bridging the gap between online impressions and offline purchases. The experts in the industry already think that Atlas from Facebook is a great news for advertisers helping them reach more targeted groups and know more about the customers. It’s not clear if it is actually great for the consumers as the whole thing is perceived as “creepy” by many people.

Atlas will help to advertise on Non-Facebook online platforms but with using the data that is available from Facebook itself. Facebook bought Miscosoft’s Atlas last year for more than a $100 million but since then rebuilt it from the ground. The Atlas blog presents new product as people based marketing and is supposed to become an alternative for Google AdWords.

People-based marketing

“People spend more time on more devices than ever before” – says Atlas Blog. – “This shift in consumer behaviour has had a profound impact on a consumer’s path to purchase, both online and in stores. And today’s technology for ad serving and measurement – cookies – are flawed when used alone. Cookies don’t work on mobile, are becoming less accurate in demographic targeting and can’t easily or accurately measure the customer purchase funnel across browsers and devices or into the offline world. People-based marketing solves these problems.

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”.


What do you think of this new advertising platform – Atlas from Facebook? Share your thoughts in the comments section below!

elena Sciberras

elena Sciberras

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