What Facebook's Atlas Means for Brands and Agencies

What Facebook's Atlas Means for Brands and Agencies

Facebook is changing the rules of digital marketing with the relaunch of the Atlas's Ad serving and tracking technology.  Atlas solves two big problems for marketers: 1) it measures ad campaigns across screens by solving the cookie problem and 2)  it lets them target real people across mobile and the web. Atlas makes Facebook more people-oriented than ever before and in this journey brands and agencies would be highly beneficiated.

1-Solving the cookie problem

As the internet shifts to mobile, cookies fail to successfully track users across devices. According to Erik Johnson -Managing director of Atlas-41% of e-commerce purchases start on one device and move to another. By using Facebook's persistent ID rather than a cookie, Atlas can track user activity on mobile and desktop allowing advertisers to successfully measure digital media ROI.

2-Targeting real people

Atlas give advertisers access to Facebook's targeting tools across the entire web, enabling them to find appropriate audiences for their brands across devices. As an example of the reach of this tool, marketers could impact a consumer on a webpage and then impact that same consumer on the webpage's app.

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Source: October 8th 2014. D. Mathis. What Facebook's Atlas Means for Brands and Agencies. Ad Age