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How Facebook’s Atlas Relaunch Can Help Digital Publishers

It may be hard for some to remember when Facebook bought Atlas from Microsoft in 2013. Now the story is coming back to life as Facebook relaunches Atlas.

Post author By Amanda MacArthur
Post date October 9, 2014
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It may be hard for some to remember when Facebook bought Atlas from Microsoft in 2013. Now the story is coming back to life as Facebook relaunches Atlas.

Initially, Atlas was used to measure and track the efficiency of display ads. So why is Facebook bringing it out now? Ad Age reports on this story. “Starting with Atlas’ DNA and then rewriting it from the ground up allows Facebook to use Atlas as part of its push to measure cross-device and cross-platform and to leverage display targeting capabilities powered by Facebook ID.”

Digital publishers and brands now have more options for Facebook marketing. And, according to Ad Age, the real value in Facebook utilizing Atlas for publishers and brands is two fold. “It lets them measure ad campaigns across screens by solving the cookie problem; and it lets them target real people across mobile and the web.

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Tags ad, ad age, atlas, cross-device, digital publishers, Facebook, facebook marketing, online publishing, open source software, publishers, text ad

By Amanda MacArthur

Research Director & Managing Editor

Amanda is responsible for all the articles you read on the Mequoda Daily portal and every email newsletter delivered to your inbox from us. She is also our in-house social media expert and would love to chat with you over on @Mequoda. She has worked with Mequoda for almost a decade, helping to evolve the Mequoda Method through research, testing and developing new best practices in digital publishing, editorial strategy, email marketing and audience development. Amanda is a co-author of our four digital publishing handbooks.