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Facebook Moves Atlas Into Its Measurement Division

Facebook has moved its ad-tech platform Atlas out of its ad tech group and into its measurement division, according to a Business Insider report. What this means is that Atlas now sits in Facebook's "marketing sciences" group, which is run by Brad Smallwood, the company's vice president of measurement and insights. "The ad tech division, which contains the lucrative Facebook Audience Network, will continue to be run by Brian Boland, Facebook's VP of ad tech. David Jakubowski, who was running Atlas, will also remain in Boland's team. The rest of Atlas will now work under Smallwood." The shift reflects a change in the way Facebook thinks about ad buying; it has repositioned it to so-called "people-based marketing," a term being bandied about by a lot of players in ad tech. In the marketing sciences team, Atlas will sit with "Facebook's own measurement tools with partnerships from measurement firms like Oracle's Datalogix and Nielsen," BI reported.

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