Facebook launches new-look Atlas

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Facebook has relaunched Atlas, the ad platform it bought off Microsoft, and now picked up globally by Omnicom. Atlas gives advertisers one place to create, buy, measure and optimise digital campaigns. It enables real-world, people-based impact across multiple devices (not just desktop) and the entire internet, on a massive scale.

“We’ve rebuilt Atlas from the ground up to tackle today’s marketing challenges, like reaching people across devices and bridging the gap between online impressions and offline purchases,” says Atlas APAC’s Jon-Paul Stift.

“Today we are bringing people-based marketing to the rest of the internet,” he said. “With Atlas we think we can make ads on and off Facebook, across devices, more relevant using people-based ad serving and measurement. We can reach real people. We are helping to move the industry towards a more accurate way to measure online to offline conversations.”

Stift says people spend more time on more devices than ever before. “This shift in consumer behaviour has had a profound impact on a consumer’s path to purchase, both online and in stores,” he said. “And today’s technology for ad serving and measurement – cookies – are flawed when used alone.

“Cookies don’t work on mobile, are becoming less accurate in demographic targeting and can’t easily or accurately measure the customer purchase funnel across browsers and devices or into the offline world. People-based marketing solves these problems.

“Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.

“Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.

“We’re excited to announce that Omnicom is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas. Together, Omnicom and Atlas will jointly develop integrations to enable more automated capabilities for Omnicom’s clients.

“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.

“For example, Instagram – as a publisher – is now enabled with Atlas to both measure and verify ad impressions. And for Atlas advertisers who are already running campaigns through Instagram, Instagram ads will be included in Atlas reporting.”

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