Online ads are not lonely, the Giants are fighting

After you read the ads on Facebook, you will soon have some of the money in the bag.

A few days ago Facebook unveiled its new advertising platform, Atlas, which says it's going to wrestle with Google's advertising system. Atlas can get through online advertising and offline buying, and if a user watches the product on the line, it goes back to the offline buying behavior.

Facebook can match user information (such as Facebook accounts, cell phones, mailboxes, etc.) with the purchase information collected by offline merchants, so that you know the percentage of users who buy offline after the ad has been read. To achieve better results, Facebook also worked with offline consumer data companies such as Datalogix to get more user data.

This raises concerns about user privacy, but Facebook has its own safeguards. Facebook uses a hashing algorithm that hashes the data from businesses and Facebook users so that Facebook does not go back to a particular individual's buying behavior.

While Facebook is confident about the Atlas ad system, Google is clearly not a fuel-saving lamp. Google is also starting to do similar things in its ad system Adwords. It works with some data companies and develops its own API interface that allows businesses to upload consumer data. Unlike Facebook, Google uses a way to track Cookies, creating online ads and offline purchases.

Twitter also wants to get involved. Facebook has a lot of user information, Google has a search engine, and Twitter is no match for either. Twitter has taken a clever approach and launched its own product Twitter offer. It can support businesses to publish promotional information in tweets, fans need to bind the bank card when they pick up, so that when they go offline to spend, they can create a match through the bank card information.

Several giants also flock together in this area, which also illustrates its market prospects. According to a survey from visioncritical, social media buys almost as much as online shopping and offline shopping. On Facebook itself, online advertising has a bigger impact on offline buying.

According to audience science's analysis of data, the U.S. online advertising market size reached 117 billion U.S. dollars, and Google last year to occupy 50.5 billion U.S. dollars in advertising revenue. But there is no doubt that the combination of online and offline has a greater imagination, said Neal Mohan, Google's advertising executive, that the past displays, clicks and conversions are hard to measure people's intentions in the real world, which is a business as high as $200 billion if it solves the problem.

It is no wonder that these giants are in the field of the fight.