Facebook already uses your personal information to show you contextual ads on your News Feed, but now they are able to utilize the same data on behalf of third-party apps and websites. When Microsoft MSFT -0.91% acquired aQuantive for $6.3 billion in 2007, it also gained ownership of Atlas. Last year, Microsoft sold Atlas to Facebook for a rumored $100 million. Today Facebook announced that it relaunched Atlas, which will enable marketers to target ads across multiple devices.
Why did Microsoft sell Atlas to Facebook? Microsoft bought aQuantive because it was in a race to create a single ad technology platform against companies likeGoogle GOOGL -1.44% and Yahoo YHOO -1.06%. Over the last few years, Microsoft focused more on a shift towards a services and devices model. As a result, Microsoft’s investments in third party ad serving software became less important for the company. Microsoft said that it sold Atlas to Facebook because they believe consumers “don’t want ads per se – they want digital content and experiences that enhance what they’re doing, whether that comes from brands, publishers or peers. For us to deliver on these consumer needs and help marketers do the same, we need to be precise in how we’re investing our resources.” Many of the marketers that advertised on Facebook were also using Atlas so the integration made a lot of sense.
Atlas Audience Targeting / Credit: Atlas
Facebook’s director of product marketing Brian Boland said that Atlas will help marketers and agencies understand how their efforts across different channels strengthen each other. Atlas’s technology addresses a problem where marketers have to set up advertising campaigns in silos, which cause inconsistent end-user experiences.
What makes Atlas different from Facebook’s existing ad technology? Facebook previously just used cookies to track websites that people visit for ad targeting purposes. For example: if you looked at the price of a vehicle on a car website, then you would likely see deals for cars on your Facebook News Feed. However, cookies do not work on mobile devices. This makes it difficult for marketers to track the interests of consumers. But Facebook could still track the third-party websites people visited on mobile devices through the “Like” button, assuming that they are logged into the social network. Based on that information, Atlas’s tools lets advertisers refine an audience ADNC -3.93% to target ads around “likes” and interests for third-party websites and apps without having to depend on cookies.
Global advertising company Omnicom is Facebook’s first major Atlas partner. Omnicom’s clients Pepsi and Intel will be two of the largest brands to test out the Atlas platform right away. Advertisers can monitor campaign performance using Atlas on Facebook’s photo social network Instagram as well. “We’re also welcoming a key group of partners that cross search, social, creative management and publishers. These partners will bring people-based measurement to more channels and platforms with seamless integrations,” said Atlas in a blog post.
There is more to Atlas than just tracking users across multiple devices and setting up targeted ad campaigns. Atlas has the ability to determine if a product was purchased on a desktop after viewing an ad on a mobile device. And Atlas can follow relationships between online advertising and offline sales, according to The Wall Street Journal. If a consumer purchases a product and discloses their e-mail address at the time of check-out, then Facebook could let the store know if and when that person viewed its ad on the web.
Initially, Atlas will only be used for ad-serving and tracking. Facebook has plans to set up Atlas as an ad purchasing platform in the future. Facebook said that its “people-based marketing” tools will anonymously track individuals across their devices so your identity is protected.
According to eMarketer, the Internet advertising market is expected to hit over $140 billion this year. Google is the leader with a 32% market share of the total online ad spending as of last year while Facebook trailed behind in second place at 5.8%. Facebook is expected to grow to 7.8% this year.
What are your thoughts about the launch of Atlas? Do you think it is too intrusive or will it improve advertising in the long run? Let us know in the comments below!
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Facebook’s director of product marketing Brian Boland said that Atlas will help marketers and agencies understand how their efforts across different channels strengthen each other. Atlas’s technology addresses a problem where marketers have to set up advertising campaigns in silos, which cause inconsistent end-user experiences.
What makes Atlas different from Facebook’s existing ad technology? Facebook previously just used cookies to track websites that people visit for ad targeting purposes. For example: if you looked at the price of a vehicle on a car website, then you would likely see deals for cars on your Facebook News Feed. However, cookies do not work on mobile devices. This makes it difficult for marketers to track the interests of consumers. But Facebook could still track the third-party websites people visited on mobile devices through the “Like” button, assuming that they are logged into the social network. Based on that information, Atlas’s tools lets advertisers refine an audience ADNC -3.93% to target ads around “likes” and interests for third-party websites and apps without having to depend on cookies.
Global advertising company Omnicom is Facebook’s first major Atlas partner. Omnicom’s clients Pepsi and Intel will be two of the largest brands to test out the Atlas platform right away. Advertisers can monitor campaign performance using Atlas on Facebook’s photo social network Instagram as well. “We’re also welcoming a key group of partners that cross search, social, creative management and publishers. These partners will bring people-based measurement to more channels and platforms with seamless integrations,” said Atlas in a blog post.
There is more to Atlas than just tracking users across multiple devices and setting up targeted ad campaigns. Atlas has the ability to determine if a product was purchased on a desktop after viewing an ad on a mobile device. And Atlas can follow relationships between online advertising and offline sales, according to The Wall Street Journal. If a consumer purchases a product and discloses their e-mail address at the time of check-out, then Facebook could let the store know if and when that person viewed its ad on the web.
Initially, Atlas will only be used for ad-serving and tracking. Facebook has plans to set up Atlas as an ad purchasing platform in the future. Facebook said that its “people-based marketing” tools will anonymously track individuals across their devices so your identity is protected.
According to eMarketer, the Internet advertising market is expected to hit over $140 billion this year. Google is the leader with a 32% market share of the total online ad spending as of last year while Facebook trailed behind in second place at 5.8%. Facebook is expected to grow to 7.8% this year.
What are your thoughts about the launch of Atlas? Do you think it is too intrusive or will it improve advertising in the long run? Let us know in the comments below!
Seja um dos nossos distribuidores. Visite o nosso site para mais informação:
http://www.amakpost.com/distribuidores.html?from=blogspot
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