Facebook launches Atlas ad platform to enable 'people based' marketing

Facebook has launched the Atlas advertising platform, which the social network says will "tackle today's marketing challenges".

Atlas: Facebook launches ad platform
Atlas: Facebook launches ad platform

The social media giant said it had "rebuilt" Atlas from the ground up in a bid to reach out to people across devices and bridge the gap between online impressions and offline purchases.

Erik Johnson, head of Atlas, said: "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".

Atlas would, he said, deliver a "people-based marketing" solution that would help marketers reach people across devices, platforms and publishers.

Omnicom, which has clients including Pepsi and Intel, will be the first company to sign an agency-wide ad serving and measurement partnership with the platform.  

Facebook said Atlas would work with a key group of partners across "search, creative, management and publishers" to "bring people-based measurement to more channels and platforms with seamless integrations".

Instagram, for example, would be enabled with Atlas to allow it to measure and verify ad impressions.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More