Facebook's Atlas ad serving platform scores two new partners

Ad serving and measurement network says two new partnerships provide additional CRM and campaign management capabilities

Facebook’s Atlas ad serving and measurement network has confirmed two new partnerships as it looks to build out its targeted digital advertising offering.

The social media giant announced partnerships with CRM agency, Merkle, as well as campaign workflow management company, Mediaocean. Both are aimed at helping create a “new advertising reality” for brands, head of Atlas, Erik Johnson, said in a statement.

“Partnerships provide us with the scale to reach agencies and advertisers, and as a result real people, to truly help marketers achieve real business results,” he said.

Facebook acquired Atlas from Microsoft in 2013 and relaunched the platform last September. Described as a people-based marketing approach, the platform is designed to help advertisers target specific audiences across devices by tapping into Facebook’s detailed knowledge about its users.

Its first partner was Omnicom, with key clients, Intel and Pepsi, the first to test the new platform. Other partnerships in recent months include Havas Media Group and VivaKi.

In a blog post on the deals with Merkle and Mediaocean, Atlas marketing manager, Nicole Maraschky, said additional partnerships will be announced over coming months.

Atlas is already being positioned as a threat by industry to Google’s DoubleClick ad serving platform. But the as consumer organisations protested against the practice of tracking individuals across the Web.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Interesting article but what about the employees? There needs to be access to quick cash for everyone involved lest we have yet another '...

Joel Pencer

Suncorp outlines customer investments, digitisation as key to business improvement

Read more

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

Latest Podcast

More podcasts

Sign in