September 23, 2014
Facebook is gearing up for next week’s launch of an online advertising service to help marketers better target and measure the impact of their ads, the Wall Street Journal is reporting.
Dubbed Atlas, the new system is based on the Atlas Advertising Suite that Facebook bought from Microsoft last March. Atlas should bolster Facebook’s ad revenues and enable the social network to better compete with chief rival Google.
The new platform will help marketers understand which of the social media site’s members have seen or responded to ads that appear on Facebook’s services as well as on third-party websites and apps.
An automated ad-buying tool, meanwhile, will offer advertisers the option to buy ads that target Facebook users as they surf the Web.
Facebook director of product marketing Brian Boland said the company’s purchase of and changes to Atlas “will help advertisers to see a more complete view of the effectiveness of their campaigns.”
In a blog post at the time Facebook made the purchase, Boland said it planned to improve Atlas’ capabilities by investing in scaling its back-end measurement systems and enhancing its current suite of advertiser tools on desktop and mobile.
“We will also work to improve the user interface and functionality with the goal of making Atlas the most effective, intuitive, and powerful ad serving, management and measurement platform in the industry,” he said. “Ultimately, Atlas’s powerful platform, combined with Nielsen and Datalogix, will help advertisers close the loop and compare their Facebook campaigns to the rest of their ad spend across the Web on desktop and mobile. Our belief is that measuring various touch points in the marketing funnel will help advertisers to see a more complete view of the effectiveness of their campaigns. Acquiring Atlas will be an important step towards achieving this goal.”