Facebook launches its new ‘Atlas’ ad serving platform

Facebook launches its new ‘Atlas’ ad serving platform

In coincidence with Advertising Week in New York City, Facebook has launched its new 'Atlas' ad serving platform. The new platform is an overhauled version of the Atlas Advertising Suite which Facebook acquired from Microsoft in 2013.

Launching the new Atlas ad serving platform, Facebook said that the new platform will not only provide ad delivery, but will also connect online ad impressions with offline purchases. The platform will give the social network the ability to gather much more information about its users - even when they are offline - to sell to advertisers.

With Facebook already using its massive trove of user data for delivering ads on the social network itself, the new Atlas platform will help the company provide more ads to users via what it calls "people-based marketing," or serving up more ads through cookies and demographic information.

Revealing that the Atlas platform has been developed by Facebook from ground up to meet the marketing challenges of the present times, Atlas head Erik Johnson said that the platform can reach people across devices and bridge the gap between online impressions and offline purchases.

Further asserting that "Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers," Johnson said the new ad serving platform allows advertisers to "easily solve the cross-device problem through targeting, serving and measuring across devices."

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