Facebook’s Atlas vs. Google’s DoubleClick: Who’s Gaining Power?

By Justin Lafferty Comment

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Last time we looked at the adoption rates of Facebook’s Atlas vs. Google’s DoubleClick ad measurement technology, it looked like Atlas was eating away at DoubleClick’s dominant market share.

However, new stats by Datanyze show that while both platforms are most popular among publishers in the same five countries, the adoption of Atlas is starting to slow as DoubleClick moves back to normalcy.

While Google’s DoubleClick (still the dominant force in ad tracking platforms) took a winter dip among the top 100,000 websites as indexed by Alexa, it appears that adoption rates are back to normal. Datanyze tracked adoption rates through February, finding that Atlas is starting to decline slightly. Roughly 4,500 of the Alexa 100K use Facebook’s Atlas to track advertising effectiveness; more than 30,000 use DoubleClick.

(Click to view a bigger version of the graph.)

Screen Shot 2015-03-05 at 5.49.00 PMDatanyze found that the top countries for both platforms are the same: U.S., Germany, U.K., Japan and France

Interestingly, Atlas has a higher percentage of the top websites with revenues greater than $1 billion, which shows a strategy for attracting enterprise publishers.

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Broken down by vertical, DoubleClick is the platform of choice for many Internet companies, while Atlas is sought after by media, Internet and newspaper brands:

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Readers: Do you think Atlas can grow and take more of the market share from DoubleClick?

 

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