By Tim Bosch Last week Facebook announced the re-launch of Atlas, a digital advertising platform in which you can focus on an individual’s behavior rather than cookies.
Atlas is a massive step forward in Facebook’s digital advertising evolution, as it allows you to buy ads on non-Facebook related sites using Facebook’s unmatched targeting ability. Facebook has long been trying to close the loop with ROI; re-launching Atlas is a step in the right direction.
The advertising platform allows you to see if anyone viewed an ad or made a purchase online, on their mobile device, or in a store (if they provided their email at the register). With the ability to track people instead of cookies, the margin for error shrinks, thus giving a more precise view of how your ads are converting.
Facebook has been stressing the weakness of Google’s cookie-based web tracking. Cookie-based measurement, according to Atlas, overestimates reach and underestimates frequency. It also doesn’t provide a clear picture of the actual path from ad views to purchase. Sometimes people may have many different cookies because they switch devices or flush their system of cookies.
Facebook has struck a cord with some due to privacy issues. Although advertisers are measuring individual’s actions, they will not know the name of the person they are following.
The goal of any digital marketing campaign is to show the right message to the right person at the right time. Thus, this type of tracking should excite marketers. By combining Facebook targeting and Atlas tracking, Facebook has created a legitimate threat to Google’s digital ad dominance.
Where do you think Facebook advertising is headed?