Havas partners with Facebook's Atlas for multi-device ad targeting

Havas Media Group, home to Havas Media and Arena, has formed a partnership with Facebook's Atlas to better track users and serve ads around the world, starting in the US and Western Europe.

Havas partners with Facebook's Atlas for multi-device ad targeting
Havas partners with Facebook's Atlas for multi-device ad targeting

In the coming weeks, Atlas is expected to be implemented for campaigns for global HMG brands, likely to include Emirates, Hyundai Motor Group and Douer Egberts.

The partnership will then be rolled out to include HMG clients across Latin America in the second quarter, Middle East in the third quarter and Asia Pacific in the fourth quarter of 2015.

Facebook launched Atlas in September 2014 with the promise of delivering people-based marketing by enabling clients to reach people across devices, platforms and publishers.

Atlas claims its ability to track people helps advertisers connect online campaigns to actual offline sales, and ultimately prove the impact of individual digital campaigns.

Dominique Delport, global managing director at Havas Media Group, said Facebook Atlas has already been rolled out for a Havas French financial credit client, less than two months after its September launch.

He credited the speed with which Havas has been able to react to the arrival of Atlas on the group’s streamlined operation, which merged six silos as part of a global restructure in 2013.

He told Campaign: "As we all know, cookies are not really working as a way of tracking people across multiple devices. Cookies do not really work on mobile. With Atlas, we saw from day one that Facebook had nailed it. It will allow us to filter, clean and manage data with unprecedented granularity.

"[The implementation of Atlas] has been incredibly quick, and the speed makes a difference. In this period of transition you have to be able to react to the speed of the market, we can’t just talk about it."

HMG will connect Atlas with Havas Media Group’s established Artemis data platform to accurately track all interactions people have with a brand up to (and beyond) the point of purchase, as they experience a variety of brand messages across all media.

Delport added: "Havas Media Group has spent the last 10 years investing in market leading data driven solutions through Artemis its proprietary data platform.

"This partnership, coupled with our clients’ data, will enable us to find out how people are interacting with brands and then purchasing products as they travel across devices."

When Facebook launched Atlas it formed an exclusive partnership with Omnicom Media Group, home to global clients McDonald’s, Pepsi and Intel.