Back in 2014, Atlas introduced “people-based marketing,” the idea that people are at the central to the decisions advertisers make. At the foundation of people-based marketing is accurate measurement. And that’s why Atlas is now shifting its focus onto measurement and winding down its ad serving business.
In a recent blog post, Head of Client Measurement, Erik Johnson, explained the reasons behind this decision,
[quote]We believe Atlas will have a greater impact and create more value for advertisers by focusing on measurement; especially as people continue to shift to mobile and more ads are served by publishers themselves instead of third parties.[/quote]
And adding that,
[quote]Advertisers need technology that accurately measures which ads effectively drive ad recall and resonance and, most importantly, which ads drive people to buy their products or sign up for their services. Today, a top request we hear from advertisers when it comes to measurement is “more” — more capabilities, more features and more actionable insights.[/quote]
Atlas has already run measurement campaigns with over 300 advertisers in the past 18 months, and the results have been really great so far. So, it makes perfect sense to pursue measurement. Atlas does however still have ad serving customers that will need to be “transitioned.” Johnson explained that the company is “committed to making the transition as smooth as possible” and “will provide support over the next few months,” to existing ad serving customers.
In its quest to help advertisers better understand the impact of their ads on and off Facebook, Atlas is also continuing to build its infrastructure for measurement. The company has also formed a “central measurement group” monitors and oversees measurement tools from its “20 trusted partners like Nielsen, Oracle Data Cloud, Visual IQ, Neustar MarketShare, Moat, IAS, Comscore, Kantar and others.” Each partner specialises in areas like conversion lift and mobile polling, and many others.
You might also like
More from Facebook
Facebook Bans Donald Trump Indefinitely From Its Platforms
Following the recent events in Washington DC, Facebook CEO Mark Zuckerberg has announced an indefinite ban on Donald Trump from …
New Facebook Pages Come Without A Like Button
Facebook is rolling out a new design for Facebook Pages. It comes with new features, but without a Like button.
New Year’s Eve 2020 Sets New Records For Use Of Facebook Apps
Facebook was expecting a traffic spike on its apps over New Year's Eve, but this year broke all previous records …
3 Courses To Help You Create Better Video Content For Your Ads
Here are three free Facebook Blueprint courses to help you take your content to the next level.
Facebook Attacks Apple With Full-Page Newspaper Ads
Facebook is running newspaper ads newspapers criticizing Apple for its policy giving iOS users the choice of whether they want …
New Facebook Collab App Lets You Create Music With Friends
Facebook Collab is a new experimental music-making app available in the US, that lets you create music with friends.
Facebook Expands Brand Collabs Manager To Public Groups
Facebook is rolling out it s Brand Collabs Manager to public groups this week, giving them a new opportunity for …
The US Government Is Taking Legal Action To Break Up Facebook
Forty-eight attorneys general and the Federal Trade Commission say Facebook Needs To Sell Instagram And WhatsApp.
Facebook Makes It Easier For Auto Dealers To Manage And Promote Their Vehicles
Facebook is rolling out several updates to US-based dealership Pages to make it easier for auto dealers to showcase and …