Facebook is gearing up to relaunch the Atlas Ad platform, which it acquired from Microsoft in 2013, and also enable it with cross-device targeting and offline sales tracking.
Notably, Facebook’s well-timed announcement coincides with the Advertising Week 2014, which begun in New York City on September 29 and will stretch up to October 3. It is speculated that Facebook made this move in a bid to beat Google in its venture to uproot digital advertising’s foundation through DoubleClick.
Facebook in its official Atlas blog post stated that the objective behind the launch of the revamped network is “reaching people across devices and bridging the gap between online impressions and offline purchases.”
Facebook said that Atlas has been rebuilt completely “on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers,” before proceeding to elaborate on the features by adding, “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.”
Speaking of Instagram, Facebook said that it is now enabled with Atlas to both measure and verify ad impressions, and that, “for Atlas advertisers who are already running campaigns through Instagram, Instagram ads will be included in Atlas reporting.”
