AdExchanger's Sarah Sluis reports on Facebook's Atlas' challenges in serving the market properly. When it launched nearly two years ago, Atlas promised to deliver marketers a better way to
measure campaigns vs. DoubleClick, the market leader. While measurement is just one part of ad serving, marketers and agencies that have tested Atlas say that while it can measure across devices, the
system has trouble serving ads across devices and formats. In addition, Sluis reports "marketers have problems dealing with Facebook’s data restrictions. Until the product improves, many are
sticking it in 'testing' purgatory."
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