Facebook has announced the launch of its rejuvenated Atlas ad-serving measurement platform. Finally, we could have a strong competitor against Google’s Adwords. So will this be a win win for agencies and clients alike?
Facebook purchased the Atlas service from Microsoft back in 2013 with a view to increase its advertising reach and most importantly, it’s data tracking abilities. According to EMarketer Inc in 2013 Facebook was lagging behind Google in the share of the display ad market by around 3%. Atlas has since not really delivered on any increase, but this release could be the catalyst to true competition in the marketplace. Now we have an official launch from Facebook, marketers around the globe have been offering insights as to what the new Atlas will have to offer:
Improved online ad measurement
With existing issues with ad measurement, Facebook hopes to plug the gap between ad interaction and ad response. Facebook says Atlas will solve problem by connecting users’ ad interactions to their Facebook accounts instead, whether the ads appear on Facebook or on other sites. “We’re taking all the benefits of people-based marketing within Facebook and putting them in Atlas,” Mr. Jakubowski explained to The Wall Street Journal yesterday.