Sheryl Sandberg on Atlas: ‘The Old Systems Don’t Work’

Facebook chief operating officer Sheryl Sandberg was in New York for Advertising Week 2014, where she spoke at the Brainstorm TECH marketing dinner at Mario Batali’s Del Posto restaurant, presented by Fortune, devoting much of her time to discussing the revamped Atlas ad platform the social network introduced Monday at Advertising Week.

FacebookAdvertisingWeek2014650Facebook chief operating officer Sheryl Sandberg was in New York for Advertising Week 2014, where she spoke at the Brainstorm TECH marketing dinner at Mario Batali’s Del Posto restaurant, presented by Fortune, devoting much of her time to discussing the revamped Atlas ad platform the social network introduced Monday at Advertising Week.

Sandberg said of Atlas, as reported by Fortune:

If you look at how ads are served and measured, the systems we’ve used to do them aren’t working anymore. Because they’re cookie-based, they don’t work on mobile. They don’t work offline to online. And they don’t really understand that people have multiple devices. They worked really well when everyone had a desktop computer and nothing else. The old systems don’t work.

Atlas enables ad-serving and measurement, so that it’s real people and real results. It enables marketers to be more effective and actually reach their target. We think close to 40 percent of the targeting that is just age and gender, which is the most basic targeting anyone does online, is not getting to the right people.

Fortune editor Alan Murray also asked Sandberg about upstart social network Ello, to which she responded:

I haven’t seen the site. Ever since I’ve been at Facebook, I see things all the time that are like, “My mom’s getting on Facebook, I’m getting off.” Saturday Night Live did that skit years ago. What really matters is that people get the best product, and they get that by a company being very focused.

Readers: What are your early impressions of Atlas?