Dive Brief:
- After much anticipation, Facebook has formally announced "the new Atlas" — an ad-serving and measurement tool that could actually challenge Google's top spot in ad platforms.
- Using the technology from its Atlas acquisition, Facebook has built an ad-serving platform —not ad network — that utilizes data from Facebook to target ads across the web.
- What sets this tool apart is its ability to track users without the use of cookies, which is something that could help expand ad-targeting on mobile immensely.
Dive Insight:
Facebook has been building buzz for Atlas for sometime — now comes the moment of truth on whether the Facebook ID tracking will be as effective as it hopes it will be. Anything cookie-less will raise some eyebrows because cookies don't work with mobile targeting. But if Facebook is able to seriously rival Google's DoubleClick —the landscape of ad-serving, targeting, and measurement is about to change.
