A few weeks ago, Facebook rolled out a new (and very interesting) advertising platform from Microsoft, called Atlas. The social platform has been the #2 digital advertiser in the world, thanks to the large amount of information that it has on its 1.3 billion users, which it sells to individually targeted ads. Today, Atlas will be taking similarly targeted ads across the internet, which will more seamlessly connect online and offline.
Atlas will effectively give marketers more information on its users to point them to varying websites, apps and more. For instance, if RedBull wanted to target men between the ages of 18-24, it could use Atlas to identify such users and specifically show them ads for the energy drink across a multitude of sites, apps, etc.
If this multi-platform digital marketing works, it will create an additional method of marketing to users. One that will directly compete with the likes of Google, Apple, Yahoo, etc.
Having said that, this highly detailed targeting from Facebook brings up many worries relating to online privacy. Facebook specifically states that it never discloses info on its users, but the shear amount of details that the platform has on its users (both stated and voluntarily disclosed info) is highly coveted by all marketers.
Even scarier? When a user logs into Facebook on their phone, the company is able to see what other apps he or she is using and would then be able to show possible ads within those apps. “Nobody else besides Facebook has the depth of data about individuals,” said Debra Aho Williamson, a principal analyst at the research firm eMarketer. “That’s where the power of this ad platform is going to come from.”
Atlas will be interesting to watch develop, especially in the upcoming months as marketers determine how it could best benefit their clients. For now, it’s invite only and has been rolled out to a few of their key partners like Omnicom Media Group, SalesForce and SHIFT. Because of Facebook ‘playing favorites’, some marketers fear that they’ll be left out of the process and ultimate success of the new ad platform.