Facebook announces the new Atlas: a cross-platform ad network

By Justin Lafferty Comment

Atlas screen

As rumored, Facebook will announce today the relaunch of Atlas at Advertising Week in New York City.

Atlas focuses on people-based marketing, getting away from cookies and enabling true cross-device advertising. Erik Johnson, the head of Atlas, announced the relaunch in a blog post:

Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.

Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.

Atlas was formed to serve and measure ad campaigns as people switch devices. It also helps companies better understand the purchasing journey — on desktop, mobile, tablet or offline. Atlas doesn’t rely on cookies, which don’t work on mobile and aren’t great for demographic targeting. Instagram is enabled with Atlas, allowing advertisers to measure and verify ad impressions. If a company runs ad campaigns through Facebook, Instagram and Atlas, the reporting will show results from all three.

Atlas has formed its first major partnership with Omnicom. Johnson described the company’s partnership with Omnicom:

We’re excited to announce that Omnicom is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas.  Together, Omnicom – powered by Neustar technology– and Atlas will jointly develop integrations to enable more automated capabilities for Omnicom’s clients, including Pepsi and Intel – who are among the first testing the new platform.

Atlas has also partnered with several companies — a few of which are Facebook Preferred Marketing Developers — in the categories of paid search, social advertising and video & rich media.

  • Paid search: Kenshoo (SPMD), Marin Software (PMD)
  • Social advertising: SHIFT (SPMD), Social.com (SPMD), Social Moov (PMD)
  • Video & rich media: Jivox, Innovid, Celtra, Flashtalking, Medialets, Goldspot Media, Phluant

Will Martin-Gill, the Senior Vice President of Product for Kenshoo, commented on the partnership:

Kenshoo’s industry-leading software was designed to deliver infinite optimization by leveraging insights from each channel to inform the next. Partnering with Atlas to provide clients access to highly accurate, deduplicated data saves them time and improves the efficiency of their campaign optimization within Kenshoo.

Forecasting, budgeting, portfolio optimization, and campaign automation are hallmarks of Kenshoo’s best-in-class predictive marketing software; combining these with Atlas delivers the industry’s most accurate cross-channel reporting and optimization solution by relying on one source of truth that accounts for how consumers move across channels.

Readers: What do you think of the new Atlas?