Atlas, formerly Atlas Solutions, the ad network Facebook acquired from Microsoft in February 2013, is undergoing a revamp, and advertising holding company Omnicom — parent of agencies Omnicom Media Group, BBDO and TBWA Worldwide — is on board as the first customer, Ad Age reported.
According to Ad Age, Annalect, which houses Omnicom’s data-management platform, and automated-digital-media-buying group Accuen are part of the deal between Omnicom and Atlas, as is Annalect data vendor Neustar.
Ad Age reported that the rejiggered offering from Atlas will allow its clients to send targeted ads to potential customers on any devices they use leading up to purchases, and to use Facebook data to determine the success of campaigns.
Ad Age speculated that the retooling of Atlas may give the social network a way to mine more advertising revenue from brands looking to organize their digital ad spending on platforms including Facebook, display ads, search, video and mobile.
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