A round of new deals between Facebook and big holding companies and advertising software firms has offered marketers a potential alternative digital ad infrasturcture besides Google's DoubleClick: Publicis and its tech arm, VivaKi, are now plugged into Facebook's Atlas ad network; at the same time, ad tech companies Mediaocean and Merkle are tapped into the system. Facebook Adds New Partners to its Ad Network
These new Atlas partners reveal how Facebook is approaching the future of its ad business. Last fall, Facebook announced it would shift from cookie-based digital measurements, which track users by the software placed on websites, to "people-based" metrics. The Mediaocean deal, which would allow marketers on Facebook to get report on unique people, will enable company's brand clients to use Atlas and its unique measurements.
People-based measurement, according to Facebook and its partners, means more efficient ad spending, because it removes some uncertainty when delivering ads based on user or device identifications that may or may not know exactly who is on the other end. With the help of the recent deals, agencies and brands can take control of how frequently they send a person a promo, and which messages to send to an individual as they know if the person has seen the ad before.
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