Facebook Re-Launches Atlas to Streamline Cross-Device Advertising

Think about a user’s typical daily interaction with the web: they may wake up to an alarm on their smartphone and check the weather or the latest news updates. Once the day begins, they log onto their desktop computer at work and pull up the websites they use for on the job tasks. During a lunch-break or in-between meetings, they may hop back onto their smartphone to check e-mail on the go. As they wind down at night, they may break out a tablet for entertainment. The days of desktop’s reign are over.

We can reminisce about a simpler time when the only place we were connected was at our desktop computers, but this change in the way we engage with media has prompted digital media giants like Google and Facebook to develop the technology for advertisers to not only track advertising across devices, but to close the gap between offline sales to online marketing efforts.

As of this morning, Facebook was ready to take a stab at this challenge with the new and improved re-launch of Atlas.

Today’s buyers move seamlessly between devices, channels and real-world experiences, shaping brand journeys on their own terms. But the existing advertising technology for ad serving and measurement – cookies – can’t keep up.

 

Atlas helps marketers reach real people across devices, platforms and publishers to target, deliver, optimize and measure advertising results. Using the power of real people, Atlas can connect online touchpoints with offline purchases to generate a new understanding about what really drives incremental reach and new sales.

Atlas

Atlas will help marketers discover which ads have been shown to specific users by linking users’ ad interactions to their Facebook accounts as explained in the Wall Street Journal

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.

Traditionally, internet marketers would use cookies to track a user’s behavior on the web and then use that information to remarket to them later in the buying process. The problem with using cookies to track users is that cookies don’t work well on smartphones and tablets providing marketers with inaccurate data. Tying a user’s web activity back to their Facebook profile may eliminate the traditional practice of using “cookies” to track where a user has been on the web, and allow for a more accurate approach to serving ads across multiple devices.

Atlas also promises to bridge the gap between online marketing and offline sales by connecting real-world purchases to information a user has provided in their Facebook account.

A consumer who purchases a pair of shoes in a store might volunteer her email address at the checkout. If the email address is linked to a Facebook account, Facebook could inform the retailer if, when and where the consumer saw its ads across the web.

Cross-device advertising is nothing new in the digital marketing world. For example, Twitter has been practicing the capability to target TV audiences on the social platform during television shows for a few years. The exciting part about platforms like Atlas is the ability to precisely target customers is getting more focused, refined, and strategic. Marketers are being presented with a new sense of peace knowing that invested marketing dollars will reach the right people, at the right time, on the right device.

 

 

 

 

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Rio Ziegler

Social Media Manager at Customer Magnetism
When Rio is not whipping up social media content, managing social ads, and analyzing social data, you can find her living in her local gym, pursuing a plethora of random hobbies, and feeding her addiction to salt water as CM’s resident mermaid.