When we reintroduced Atlas to the market in 2014, we also launched “people-based marketing” — the idea that people, not cookies, should be at the center of every decision advertisers make. At the foundation of people-based marketing is accurate measurement.
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.
More than 300 of the world’s top advertisers have run measurement campaigns with Atlas in the past 18 months. Partners such as Airbnb and State Farm continue to see great results and generate significant business value from the insights in their Atlas-measured campaigns.
“At Airbnb, we know booking travel is a research journey. To help us make smarter marketing decision, we need deeper insights into how people made their decisions leading up to booking with Airbnb. Atlas’ people-based measurement helps us understand the entire consideration journey across devices, sites and touch points to ensure our performance marketing efforts are successful.” – Paul Jeszenszky, Director of Performance Media, Airbnb
As we expand our work with clients in measurement, we’ve decided to sharpen our focus with Atlas. Beginning today, we’ll start winding down the ad serving portion of Atlas. 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.
We understand the impact this will have for some clients, and we’re committed to making the transition as smooth as possible. We will provide support over the next few months to our current ad serving customers as they transition off the Atlas platform’s ad serving capabilities.
In keeping with our commitment to helping advertisers understand the true impact of their ads both on and off Facebook, we’re continuing to build out our measurement infrastructure. We recently combined our Atlas and Marketing Sciences teams to form a central measurement group that oversees in-house tools such as conversion lift and mobile polling, alongside third-party solutions from over 20 trusted partners like Nielsen, Oracle Data Cloud, Visual IQ, Neustar MarketShare, Moat, IAS, Comscore, Kantar and others. We are also focused on creating increasingly better integrations between Atlas and Facebook’s measurement platforms.
From cross-publisher insights to on-Facebook reporting tools, our solutions help marketers understand what’s working, what’s not, and most importantly, how to use measurement to help grow their business.