Facebook’s Atlas to Wind Down Ad-Serving Business, Focus on Measurement

Facebook announced Friday that its Atlas advertising platform will phase out its ad-serving activities to focus on measurement.

Facebook announced Friday that its Atlas advertising platform will phase out its ad-serving activities to focus on measurement.

The social network acquired the ad-serving business that was then known as Atlas Solutions from Microsoft in February 2013.

Facebook then introduced a completely revamped Atlas, focused on “people-based marketing,” at Advertising Week in September 2014.

Head of client measurement Erik Johnson provided more details on the plans for Atlas in a blog post:

More than 300 of the world’s top advertisers have run measurement campaigns with Atlas in the past 18 months.

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