News says Facebook launches new advertising platform in Atlas next week

NetEase Science and technology news September 23, according to U.S. media reports, the source said, Facebook will launch next week to improve how advertisers targeted advertising and measure the effectiveness of the new advertising platform Atlas. The product is the Atlas Advertiser suite makeover version that Facebook acquired from Microsoft in 2013.

New products are expected to help advertisers understand what Facebook users see as ads, interactions with ads, or responses to ads that include ads appearing on Facebook services and Third-party websites and apps. The new product will also provide the industry's "buyer's platform" or "bidding platform," the automatic purchase of advertising tools, allowing advertisers to buy ads for users who surf the web online.

The goal is to help Facebook challenge Google's dominance in the Internet advertising arena. Some advertising industry managers say Facebook can provide advertisers with better targeting capabilities and more detailed and accurate information on advertising campaigns than before. Google reported a second-quarter ad revenue of $14.36 billion, with Facebook advertising earning 2.68 billion dollars in the same period.

Advertisers are increasingly looking for data to help understand and measure the effectiveness of advertising campaigns. In addition to distributing information about users, Facebook collects valuable data about the users ' access to the site and the types of content they click and Publish on Facebook. Rishad Tobaccowala, chief strategic analyst at Publicis Groupe SA, an advertising agency, said: "Facebook is probably doing more than Google can do." "He refers to advertising targeting and tracking capabilities.

Google declined to comment.

Current advertisers typically target and track ad performance by collecting cookies from the user's computer. The problem with cookies is that they are often inaccurate, unreliable and ineffective on smartphones and tablets, say advertising managers. Facebook wants to solve the problem through Atlas. The product can associate the user with the ad with their Facebook account, while keeping track of their behavior on desktops and mobile devices.

Advertisers, for example, know that customers buy products on desktops, but first see ads on smartphones. Facebook has been using this approach to track users in its offerings, and Atlas simply extends this functionality to other sites and applications.

"The biggest impact comes from moving, although people spend more time on mobile devices, but because cookies don't work, advertisers are reluctant to invest," said an advertising manager familiar with the Facebook program. and new products will allow us to invest more money into the mobile sector. ”

Facebook also plans to sell advertisers the idea of using Atlas to link consumer offline behavior to online behavior. For example, a consumer who buys a shoe may voluntarily leave an e-mail address, and if the email address is associated with a Facebook account, Facebook can notify the retailer whether, when and where they read the ad.

The source said Facebook will launch the Atlas platform in next week's Ad Week in New York. Facebook will start selling "people-centred marketing" to advertisers and telling people that cookies are obsolete and flawed in targeting and tracking online ads. Google is also studying its cookie-replacement technology, but it is not officially available to advertisers. (Mushulin)