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Facebook has officially relaunched the advertising platform Atlas in a new incarnation that will allow marketers to track users in new dimensions, according to a blog post from the company. Atlas will offer the ability to not only synthesize information about where users are seeing ads, but also to see how and whether those ad views play out into a purchase, even if it’s offline. Facebook acquired Atlas from Microsoft in 2013, and now the platform has been “rebuilt from the ground up.” Atlas aims to accomplish what it calls “people-based marketing”—that is, the counterpoint to marketing based on a browser cookie or isolated social media profile. Atlas’s services purport to solve the “cross-device” problem, where marketers struggle to relate the browsing activity on a user’s phone to what they do on their computer.

Read the full story at Ars Technica.

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"Facebook’s Atlas Ad Platform Will Know You and What You Buy (Even Offline)" by @ShellyPalmer

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