updated - April 9, 2020 Thursday EDT
Facebook is set to make a change to its ad platform. The new platform will benefit marketers on how they can target and also measure the effectiveness of their advertisements. This can be a very powerful tool for companies who are seeking to use the power of the internet, particularly the most popular social media site in the world, to promote their products or services.
This new platform is the Atlas which is actually based on the Atlas Advertising Suite which was purchased by Facebook from Microsoft back in 2013. It would help in providing numerous information that can be utilized by companies. With Atlas they can tell which Facebook users have interacted with ads that are displayed on Facebook.
The platform will also provide an ad buying tool called the demand-side platform. This will provide marketers with the ability to purchase ads as they need it. This move is aimed trying to challenge the dominance of Google in online ads.
Industry experts say that Facebook can provide a much better targeting ability to marketers than Google. They can also deliver more accurate information when it comes to ad campaigns. Google has reported that it was able to generate an ad value of more $14 billion just for one quarter. For the same period, Facebook declared an ad revenue of just $2.6 billion.
Marketers are looking for ways that they can get more accurate information regarding their ad campaigns. Facebook is in the right position to provide that information since it gathers info on what sites its users are visiting and also on the kind of content that they access and post.
Experts say that what Facebook is doing right now is a lot more powerful than what Google can do. The current methods used by marketers to track performance of ads is full of problems and is not that reliable.
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