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Why Facebook Atlas is the next big thing for Marketers4 min read

4 min read

[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][text_output]Anyone in the advertising space will have heard of Facebook’s latest launch, Atlas. You may be aware that Atlas isn’t new – Facebook acquired it from Microsoft in 2013. Despite only running on certain versions of Internet Explorer and having various other technical flaws it still commanded 20% market share. Now Facebook have their hands on this piece of tech it provides a whole new advantage all together!

Should Google be worried?

What is it?

The techy bit – An ad serving and measurement platform that allows advertisers to create, manage and optimise digital campaigns across multiple devices and offline. It allows Facebook to serve ads both inside and outside of Facebook on a magnitude of websites and platforms like Instagram.

So in Layman’s terms it’s people based-marketing, focused specifically on your Facebook ID rather than behaviour and data sets – solving the problems of cookies that limit your identity to one device.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4831″][text_output]How does it work?

Previously Facebook, like other websites, used cookies to track your website usage and serve relevant ads based on these visits. Atlas allows Facebook to refine an audience around your likes and interests and then serve ads to other websites based on this across devices – assuming the Facebook user has accessed their account on all their devices.

For those familiar with Gmail Sponsored Promotions, Atlas works in a similar way however the game changer here is the cross device aspect. Atlas doesn’t rely on cookies, which don’t travel across device – therefore it can identify you as a person and follow your search path across all verticals.[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4832″][text_output]Why do we need it?

I don’t know about you but I constantly switch device throughout the day. I spend most my time on my smartphone on the train, laptop at work and tablet in bed. Atlas allows marketers to monitor this and serve targeted ads to the right people at the right time on the right device – as it knows you’re the same person.

And just to prove it’s not just me, here are some solid Google stats:[/text_output][blockquote type=”left”]”90% of research respondents use multiple screens sequentially to accomplish a task over time”[/blockquote][blockquote type=”left”]”98% move between devices the same day”[/blockquote][text_output]Benefits

Ads are more targeted and more likely to reach the right people, resulting in a rich and more engaging user experience as people see ads they are actually interested in. A win-win for both marketers and consumers alike as relevant content is going to stimulate clicks and conversions.

Secondly cookies just don’t work in a multi device world. They have a 59% tracking success rate and according to Erik Johnson, managing director of Atlas, 41% of all purchases start on one device and move to another. Atlas opens up two potent opportunities for brands and agencies. It means we can measure ad campaigns across screens and we can target real people across mobile and the web.


As soon as Atlas was announced there was immediate questioning into the privacy element of this platform.

Invasion of privacy? We think not but some people would say this is a step too far for advertisers. When consumers see the benefits of receiving ads they’re actually interested in we think they may change their minds.

[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4834″][text_output]Conclusion

Atlas provides a solution to the increased usage of multiple devices, aiming to solve the problem of attribution and measurement that has been created by the increasingly long path to conversion.

The possibilities for this are massive – imagine shopping in Topshop and seeing an ad for the latest trends as you open up Instagram then walking past Nandos at lunchtime and receiving a 10% off code. This is smart, savvy advertising – watch out Google!

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