Facebook Atlas – A HUGE Move That Has Been Overlooked

facebook atlas

Atlas is Now Integrated into Facebook Business Manager, And This Changes Everything

Facebook just announced that they are integrating Atlas into the core Facebook Business Manager and Facebook Advertising products. All of Atlas’ tools and offerings will now be available to anyone running Facebook Ads, for free. This is HUGE. Let me tell you why.

A Bit About Atlas

Atlas was purchased by Facebook from Microsoft in 2013. Atlas self-describes its product as “People-Based Marketing”. From their website: “Atlas delivers cross-everything solutions that are built for today, ready for tomorrow and capable of providing real value for advertisers.”

There are three pillars of Atlas:

  1. Cross-Everything: Atlas solves cross-device fragmentation. With Facebook Atlas you can reach and measure people wherever they consume content, regardless of devices, browsers, publishers, or channels. You can also connect your digital ads to in-store sales for a true picture of campaign performance.
  2. Consumer-Led: Atlas allows you to utilize cutting-edge tools and formats like creative sequencing, remarketing, video, native, in-app, and more.
  3. Value: Atlas delivers people-based marketing powered by the accuracy, scale, and persistence of Facebook. This improves the results and better optimizes the budget.

According to Facebook, 82% of marketers say they are constantly searching for new tools to help optimize cross-device advertising strategies. Atlas solves this issue.

What This Means For Digital Marketing

Facebook stated that over the coming year they’ll continue to make improvements to their advanced measurement tools. This all-in-one solution will become the central destination for people-based, cross-publisher measurement. The end goal is to help all marketers/advertisers fully understand how their campaigns drive value both on and off  Facebook.

 

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