Today Facebook has announced a new version of its Atlas ad platform, that helps marketers reach people across devices, platforms and publishers and bridges the gap between online impressions and offline purchases.
It delivers people-based marketing, solves the cross-device problem through targeting, serving and measuring across devices and connect online campaigns to actual offline sales.
In a company Blog Post, Facebook says Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. The company also confirms that Omnicom – powered by Neustar technology to sign an agency-wide ad serving and measurement partnership with Atlas, will jointly develop integrations to enable more automated capabilities for Omnicom’s clients, including Pepsi and Intel – who are among the first testing the new platform.
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“Atlas helps marketers reach real people, powering new accuracy, transparency, insight and results. It gives near real-time views into ad performance, letting marketers tune targeting, delivery, frequency, sequencing and more to reveal waste and unproductive spends. And, it creates new ways to reach hard-to-target audiences, eliminating scattershot buys, guiding cost-effective connections and dramatically reducing waste.Atlas puts advertising technology on the advertiser’s side,” as mentioned on the Atlas’s website.
As per a Tech Crunch report, Facebook had acquired Atlas from Microsoft last year but in recent weeks and an ambitious relaunch was in the works, with the aim of helping Facebook challenge Google.
Apart from this, Facebook introduced improved analytics tools for app developers for measuring the performance of apps among specific groups of people as well as ways to track retention of users. Last week, Facebook had confirmed that it is experimenting features on iOS version of its app with the way people post updates on the social network. In its pilot programme, it allows users to schedule an expiration time that varies from one hour to seven days for the post they publish.