Facebook has moved Atlas, the ad tech platform it acquired from Microsoft in 2013, into its "marketing sciences" group as part of a restructure intended to reflect how the social network's use of the platform has evolved.
The change will see Atlas move from Facebook’s ad tech group and will not result in any layoffs or rebranding, reported Business Insider.
Brad Smallwood, the company's vice president of measurement and insights will now oversee the division. David Jakubowski, who was running Atlas, will remain within the ad tech division where he will work in a team with Brian Boland, Facebook's vice president of ad tech.
Atlas gave Facebook's advertisers a way of using its deep targeting data to buy ads on other websites not owned by Facebook. However, the social network now uses it as more of a measurement tag allowing advertisers to match up users when they change devices.
The ad server part of the platform is now utilised more as a "data fidelity" device to ensure accurate measurement rather than acting as a true competitor to DoubleClick.