Facebook Recodes Atlas, Focuses On Audience Targeting Across Devices And Names Search Partners

Facebook executives believe the redesigned Atlas ad-serving platform it acquired from Microsoft in 2013 will ultimately change the way marketers measure and target advertising campaigns. The company announced the relaunch with partners in an effort to increase ad revenue and better compete with Google DoubleClick, naming Kenshoo and Marin Software as search partners.

On Monday, Marin Software and Kenshoo were named Atlas paid-search partners. Jivox, Innovld, Celtra, and other platforms will support video and rich media. Facebook also provides a list of social advertising partners, and mobile app certified publishers like The Weather Company and Conversant.

The platform, rebuilt by Facebook engineers from the ground up, reaches out to consumers across devices and media in targeting groups or audience segments. The new code makes it easier to evaluate media performance to leverage data on age, gender, device type for home and current location targeting. It also relies on what people "like" or share. The data signals will create something similar to Google's aspirations with Google+ and +1s.

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Facebook’s concept focuses on people-based marketing and the ability for marketers to use the data to measure the ads most often displayed to specific users. Detailed reporting shows marketers the audience being served across multiple sites, and flags potential risks through an overlap report and sequencing analysis to keep ads on mark. A feature also provides an alert when a potential market segment is underserved. In addition to built-in retargeting, Facebook appears to have paid close attention to frequency capping and the ability to connect offline sales to online.

Customers of Atlas, and Kenshoo or Marin will have an option to view paid-search campaigns in both the social and search platforms. Conversion data imported into the search platforms from Atlas will get sorted to eliminate duplications on conversion data. Through the partnership, deduplicated campaign performance data from Atlas is automatically imported into Kenshoo or Marin's search platform, reducing the time it takes for processing by removing the need to manually track applications.

"Mobile Shopping" photo from Shutterstock.

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