Facebook is about to debut a new advertising platform called Atlas. They plan to announce it in New York next week at Advertising Week, the annual global gathering of marketing and communications leaders.
According to the Wall Street Journal, Atlas will help marketers understand “which Facebook users have seen, interacted with or acted upon ads that are on both Facebook and third-party apps and services.“
On top of that, Atlas will also have a tool that will allow marketers to buy ads that target and track Facebook users as they move to other parts of the Internet, outside of Facebook.
Does this sound familiar? Kind of sounds like Google, right? Facebook is challenging Google for Internet ad space, which seems kind of gutsy, but hey, if anyone’s going to do it, Facebook is as good a contender as any. The cool thing about Atlas will be its ability to track through the mobile space, which is something that most Internet cookies have trouble with at the moment. By linking the tracking to a user’s Facebook account, Atlas can tell if a user saw an ad for a product on their mobile, but purchased that product from their desktop computer, which gives marketers a more complete visual on the entire marketing funnel and buying process.
Rebecca Sharpe, with Atlas Facebook, says, “People-based measurement provides a higher-fidelity understanding of the path to purchase.”
The game is all about who gets the most information, which in turn leads to better, more accurate, targeted advertising. Check back here next week as we learn more about Facebook Atlas!