Facebook Launched Atlas to Compete with Google's DoubleClick

Posted on Oct 01, 2014
By Gaurav Aidasani

Facebook has officially announced its ad planner, the new Atlas.

Facebook/Atlas promises "people-based marketing" and measurement across devices and even offline.

On its blogpost Facebook/Atlas Solutions wrote:

Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.

Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.

Atlas has been described as an ad-serving platform that enables media buyers and advertisers to "create, buy, measure and optimize digital campaigns... across devices and the entire internet, at massive scale - something that's never been available before."

Google's DoubleClick that currently is the leader in display ad serving is its main competitor.  Atlas takes its offering one step further by offering audience-based targeting and shunning cookies. It also includes cross-device and offline measurement.

Atlas has also partnered with Kenshoo, Marin Software, Social.com, Jivox, Celtra, Medialets, AdMarvel/OperaMediaworks, InMobi, Millennial Media and several others.

Facebook bought Atlas from Microsoft for an estimated $100 million in 2013. Microsoft had bought Atlas for $6 billion in 2007.