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.
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
