Dive Brief:

• Facebook plans to launch its web-wide, cross-platform ad network that could be the first big rival to Google Display Network. 
• The demand-side platform will utilize technology from Atlas —which Facebook acquired in early 2013 — to help marketers understand how Facebook users have interacted with their ads on and off the social platform. 
• Eventually, the social giant wants the Facebook ID to replace the cookie, which will hopefully eliminate some of the problems with tracking cookies across multiple devices. 

Dive Insight: 

Facebook is taking on a huge battle by introducing a rival to Google. However, if Facebook is able to deliver on a cookie-less ad network that has access to all of the social user data, it will be a real contender with Google. A successful execution of a cookie-less network could change how ads are targeted in a huge way.