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Facebook adds video capabilities to its Atlas platform

Facebook has launched several new tools for Atlas which is a people-based measurement and ad serving platform that works across different publishers.

It added a new feature called video ad serving, which it claims can ‘make it easier to tell vivid brand stories to real people’ and measure value across devices, all within the Atlas platform.

According to the company’s insights from its testing an off Facebook buying option, the only formats that add value to advertisers are mobile, native and video.

Digital accounts for only 32 per cent of US sales. To help marketers increase the conversion rate, it launched another tool to close in the loop between online activities and offline sales. Called ‘offline actions’, this measurement tool ties offline sales to online ad spend and ensures digital investments get the credit they deserve.

“Advertisers who measure their ads with Atlas can now upload their point-of-sale (POS) data and understand within minutes if their online ads are influencing offline purchases,” said David Jakubowski, Head of Ad Tech, Facebook in a company blog post.

To help marketers understand cross-device consumer behaviour, Facebook’s Atlas now also claims to give insights into ways real people see ads across multiple devices before making a conversion.

Atlas relies on people-based data and not cookie-based data. The company also released that using Atlas, KLM was able to track that 25 per cent of all conversions was influenced by a mobile ad.

“Many marketers still choose to deliver and measure their ad campaigns using desktop-first tools that are not built for a cross-device world — and they’ve got the wasted spend to show for it. With Atlas, which is built for cross-everything ad serving and measurement, we can help every marketer see where their ‘Wanamaker waste’ lives,” added Mr Jakubowski.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.