Facebook Atlas removes cloak to push ads around web

After acquiring it for more than 1.5 years, Facebook (NASDAQ: FB) is now making a full use of Atlas Advertiser Suite to make the ads visible outside its social networking website. It might be a good news for the advertisers that they will be able to target more users on the basis of their Facebook activities; the users might have more trouble in protecting their privacy.

Facebook acquired Atlas from Microsoft in the year 2013 and now is using it to display ads out of the website. Company allows advertisers to directly target the Facebook’s user base, or they can tap a few users on the basis of their location, age, sex and more.

Erik Johnson, Head of Atlas, in a blog post, said, “Today, we are announcing the launch of Atlas. 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.”

The re-built includes innovation that can help advertisers to target ads, even in the absence of cookies. Cookies play a vital role in allowing the algorithms to know the online behavior of an individual. However, cookies do not work on mobile devices, and most of the purchases are made by on these types of devices. It is possible that with the new Atlas as it deliver people based marketing.

“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 powered by Facebook will also be partnering with Omnicom.

“We’re excited to announce that Omnicom is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas.  Together, Omnicom – powered by Neustar technology– and Atlas will jointly develop integrations to enable more automated capabilities for Omnicom’s clients, including Pepsi and Intel – who are among the first testing the new platform.”