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How ads will be following you around the Web, thanks to Facebook

By David Silverberg     Sep 29, 2014 in Internet
Starting today, Facebook is rolling out a new ad technology designed to show you ads outside of Facebook, based on what the social network knows about you.
In what observers are calling a direct attack on Google's market share, Facebook is relaunching its Atlas platform Monday. This technology will "allow Facebook's partners to send ads to the company's users anywhere the service can see them on the Web," as CNET writes.
Facebook is quick to point out these ads aren’t "Facebook ads,"but it is also highlighting that the ads marketers buy via Atlas will be "more effective than other big ad platforms, because they use Facebook’s data," according to Recode.
Atlas may worry users concerned about privacy, but Facebook says your identity will remain anonymous to advertisers and publishers since they will only be able to learn some basic facts about you.
Recode's Peter Kafka says this move to reintroduce Atlas — a technology bought by Facebook from Microsoft last year — is a sign the mammoth social network is targeting Google’s DoubleClick display ad business. "If Facebook can convince more publishers to let it into their ad business, it’s ultimately going to glean information that will makes its own ads, on its own properties, much more powerful," Kafka writes. "Google will watch closely."
The company also says that it will be able to connect online ad impressions with offline sales, TechCrunch reports.
Worth noting is how Facebook's recent acquisition will be folded into Atlas. In a blog post, Facebook wrote "Instagram – as a publisher – is now enabled with Atlas to both measure and verify ad impressions."
Omnicom is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas, the blog post added.
More about Facebook, Atlas, Ad, facebook ads, ad tech
 
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