Dive Brief:

• Facebook's recent decisions regarding the launch of its Atlas ad server have some brands worried they won't get picked. 
• The social giant released the news and granted access to only a select few brand partners like Omnicom Media Group, Shift, and Salesforce. 
• Brand partners chosen so far have large budgets leading some to believe the social giant is interested in working with the most lucrative partners first, and leaving some brands worried they won't ever be granted access. 

Dive Insight: 

Facebook has a history of granting access to certain brand partners —and framing it as a test run before it rolls out to everyone. This is certainly part of what's happening with the Atlas ad server, but things become more sensitive when some could being hurt by other firms advantage. Facebook has never been shy that it is out to make revenue, so time will tell how quickly it will roll out Atlas to all brands.