Mediaocean, Merkle Become Atlas Partners

By David Cohen Comment

AtlasLogo650Mediaocean and Merkle became the latest ad-agency partners for Facebook’s Atlas advertising platform.

Facebook marketing manager Nicole Maraschky announced the two new partnerships in a blog post, citing Merkle’s first-party customer-relationship-management data and the enhanced work flow for agencies enabled by Mediaocean’s Prisma campaign-management system.

Atlas managing director Erik Johnson said in the blog post:

We’re working to create possibilities for a new advertising reality. Today, people spend more time on more devices than ever before, so it is crucial for brands to understand consumers’ buying behaviors and their individual paths to conversion. Partnerships provide us with the scale to reach agencies and advertisers and, as a result, real people, to truly help marketers achieve real business results.

Merkle vice president and general manager of digital media Megan Pagliuca added:

The Atlas platform enables addressability at scale, which provides marketers the ability to target, deliver and measure customized consumer experiences to a person rather than a cookie. First-party CRM data is the starting point for advanced media targeting and measurement in the Atlas platform, and the Merkle Atlas partnership extends Merkle’s people-based targeting capabilities.

And Mediaocean CEO Bill Wise said:

The partnership with Atlas signals Mediaocean’s continued vision of offering the industry a central converged ecosystem; media buyers can now access digital and innovative cross-platform measurement tools from one single platform. With multitouch attribution one of the key industry focuses for 2015 and consumers leaving breadcrumbs of information behind across multiple channels and devices, Atlas complements Prisma’s robust campaign-management solution to provide our clients with the necessary insights to create consistent and tailored end-user experiences.

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