The World’s largest social network Facebook on Sunday launched Atlas, an advertising technology it bought from Microsoft last year. The advertising technology is targeting to go beyond its website and apps to the rest of the internet creating more competition with Google.
The new Atlas technology is designed to allow Facebook’s partners to send advertisements to the company’s users wherever the service can see them on Web. Starting Monday September 29, 2014, Facebook will use the data it gets from users for its new advertising network. Atlas is also intended to serve up ads on non-Facebook sites based on the information Facebook has about them.
Atlas, a former Microsoft property that Facebook purchased for around $100 in 2013, is now rebuilt distinct from Audience Network, a mobile network Facebook introduced early this year aiming at app developers. PepsiCo, one of the advertisers companies that have signed on with Facebook, believe they can now use Atlas as an advertisement platform for their new soft drinks to a specific group of consumers.
Through this platform, they can easily get vital information about the customers depending on what the social network already knows about them. Such helpful information may include locations, age and their desires.
Business experts believe the move, if successful, could make Facebook expand its reach and compete with Google in the internet advertising industry. The industry is estimated to reach more than $140 billion, and it is still growing. Atlas provides a sort of alternative to Google’s AdWords, which allows advertisers to follow the users not only across the web, but also across mobile devices.
In a blog post by Erik Johnson, the head of Atlas during the launching of the new network, the techie noted that the network could help the industry’s vehicle when tracking users. In addition, it can address major limitations of cookies and serving ads on the desktop.
In this regard, he wrote “Cookies don’t work on mobile, instead they are becoming less acceptable in demographic targeting and can’t easily or accurately measure the customer procure funnel across browsers and devices or into the offline world.” He further stated that the Atlas is convenient since it uses “people-based marketing.”
Even though, there is doubt among some users about how Facebook displays their personal data, it creates a new option for advertisers and an alternative to Google. Facebook’s renewed effort with Atlas creates a new relationship with more advertising and marketing companies.