Earlier this month, Facebook announced its Atlas platform, here's what you need to know.
Atlas is Facebook’s latest advertising initiative that’s supposed to be a brand new tool that “delivers people-based marketing” for clients. Atlas was developed to solve the marketing problem that many advertisers face – the fact that cookies are not working as initially intended. Cookies is a flawed system that isn’t providing important data as technology and digital lifestyles evolve, and Atlas aims to change this.
Here are 5 things to know about Facebook’s new ad platform:
Atlas works with mobile
The biggest difference is that Atlas will now penetrate the digital space even more by working with mobile apps. Not to say that cookies didn’t work with mobile apps; it just didn’t work as well as advertisers wanted it to. And considering how much we all use our smartphones these days, advertisers were losing out big time without this kind of access.
It provides purchase data
Cookies provided tons of important data for advertisers, but failed to give them some essential feedback that’s vital to understanding if their ads were working properly – the percentage of those who actually bought an item after seeing it in an online or via a mobile ad. With Facebook’s new Atlas platform, stores hand over a list of who bought items and Facebook will then compare it to the number of people who saw the ad on their page and then relay the percentage of targeted users who actually bought that specific item. So advertisers can now get that data to see how effective their ads actually are. However, they won’t know who bought what; just how many bought the item advertised compared to how many saw the ad.
It’ll follow users across the web
Since Atlas will link users’ ad interactions to their Facebook accounts, it will follow users across the web, whether the ad appears on Facebook itself or on third-party sites. This makes it easier to measure which ads are displayed to specific users, since cookies don’t provide accurate data anymore.
Any ad can be tracked
Atlas isn’t just for display advertising and can track any digital ad a marketer puts on the web. Facebook is said to be in talks with numerous publishing services, and Instagram has already integrated the platform’s tracking capabilities. This means that ads purchased across the photo-sharing app will be able to be analyzed in Atlas.
Users Will Remain Anonymous
Users might worry about privacy, but Facebook mentions that users will stay anonymous to advertisers so that no personal data is shared. The company is pretty adamant that it will never disclose the identity of its millions of users, but will provide basic data to advertisers that will be used to analyze demographics and the performance of ads.
Atlas is set to change the landscape of digital marketing since it eliminates the need for cookies. For those interested in seeing more of how Atlas can help with your marketing and advertising efforts, stay tuned for future updates.