Facebook has been working on a new advertising platform which will make use of the user activity information from the websites to better tailor ads for different users, according to a new Wall Street Journal report.
The ad platform will be a revamped version of Atlas Advertiser Suite that became part of the company’s advertisement management during the acquisition.
It was previously a property of aQuantive, a digital ad agency which became a part of Microsoft in 2007 in a $6.3 billion acquisition, but could not be leveraged to effective use by the company and was written off in 2012 and was taken over by Facebook last year.
The advertising platform is expected to help advertisers measure and manage ads they place and will also let them target their ads at more potential buyers. Facebook is said to have a competitive edge over Google which is currently dominating the field of online ads.
The tool will have the capability to track users’ activities on different websites where Facebook is plugged into, to know which users have responded to the advertisements and for which type of ads to let similar advertisers place their ads for those customers. In addition to Facebook pages and third party websites, the functionality will also be able to track user activity on third party apps to give a clearer picture of users’ preferences.
Facebook Chief Operating Officer Sheryl Sandberg told in July this year that the largest social networking giant has about 1.5 million advertising partners and its ad business has seen a satisfactory growth in all of its geographic markets. To set out the detail in figures, the company has seen a 151 percent year-over-year revenue increase from mobile advertising, accounting for 62 percent of the overall ad revenue of the company in the second quarter of this year.
