Facebook Atlas, the social platform's ad server that extends far beyond its own site and apps, is getting a few noteworthy updates today.
The Menlo Park, Calif.-based company is announcing Offline Actions, which lets Atlas-using marketers upload their own point-of-sale data and view it alongside their ad campaigns. It's a move likely to appeal to brick-and-mortar retailers and packaged-goods brands.
The measurement-oriented product will, in theory, let advertisers know more clearly if their Facebook Atlas campaigns—which encompass ads via numerous publishers and websites—are driving offline sales.
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