3 Reasons why Atlas will beat DoubleClick
Facebook’s Atlas Ad Server: “What is Atlas and how does it work?”
Most of the marketers know “cookies” already and in the last years we’ve seen some changes in that area. Cookies are nowadays an increasingly outdated technology, but which are still used to measure and target digital ads. Cookies aren’t actually more than bits of code dropped into web browsers.
After a few years of cookies there was Atlas, owned by Facebook and acquired from Microsoft. Atlas aims to take digital marketing beyond the cookie. Atlas is a display server or ad server that also allows ad buyers to measure, target, and optimize digital and mobile ads across digital. So, it offers you the opportunity to show display banners on different websites other than Facebook. But what makes Atlas different from other display servers? Atlas does not show banners based on cookies, but based on real identities. Taking measurement beyond the cookie means marketers can focus on metrics beyond the last click, and observe the multi-device journey that often leads in purchasing online or offline.
A social network for an ad network
Atlas leverages anonymous Facebook identity data to correct cookies inaccuracies and shine a light into what’s happening within the cookie-less world of mobile apps. The ambition of Atlas is to be able to connect the offline purchases and conversions to digital ads shown across mobile and the web.
Because of all the data and knowledge of your customers owned by Facebook who visited your website or proceeded to conversion, we talk about real identities. The best of two worlds, because you can use the display ads on sites outside of Facebook, but with the data and knowledge of Facebook to set the correct targeting. Facebook is not a social network anymore, but an ad network.
Atlas is still not accessible for everyone. At this time Facebook made deals with the top global advertisers like Tommy Hilfiger. Atlas is actually an independent company, but part of Facebook.
3 Main advantages of Atlas:
- People Based Marketing: Combine cookies with real identities with the data of Facebook, because the ads are linked/ related to the personal profiles in Facebook
- Cross Device: Advertise and measure across different devices without losing data
- Connect online and offline with each other: Insight on the impact of advertising on the online purchasing behavior of consumers, but also on the offline buying behavior
In the infographic below how Atlas measures advertising on mobile:
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