Facebook reboots Atlas ad platform with cross-device targeting and offline sales tracking

By John Glenday | Reporter

September 29, 2014 | 2 min read

Facebook has launched an updated version of its Atlas ad platform which boasts the addition of a few extra bells and whistles to allow advertisers to better track the effectiveness of their campaigns.

New additions include cross-device targeting and offline sales tracking as the social media juggernaut seeks to position itself as a serious Google rival.

These changes see Facebook ditch the use of cookies to track users in favour of a new system of ‘people-based marketing’.

In a blog post Facebook’s Erik Johnson said: “We’ve rebuilt Atlas from the ground up to tackle today’s marketing challenges, like reaching people across devices and bridging the gap between online impressions and offline purchases.

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“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.”

Omnicom is the first company to sign an agency-wide partnership with Atlas.

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