Facebook is getting ready for an all-out "assault" on Google's DoubleClick this fall, according to a new report from The Information, which broke the news about Amazon's acquisition of Twitch on Monday.
Facebook acquired the Atlas ad platform from Microsoft early last year. We really haven't heard that much about it in a while.
At the time, a Facebook spokesperson told WebProNews, "We’re focused on improving marketers’ ability to measure how well their ads perform and believe this acquisition will allow marketers greater ability to measure the ROI of their ads for all their digital media spend. Ultimately, Atlas’s powerful platform, combined with Facebook partners Nielsen and Datalogix, will help advertisers compare their Facebook campaigns to the rest of their ad spend across the web on desktop and mobile.”
Facebook's Brian Boland also said at the time:
Today’s marketing environment is much more complex than it was just a few short years ago. Marketers and agencies struggle to understand how their efforts across different channels complement and strengthen each other. Consequently, they are forced to adopt siloed marketing strategies for each channel, leading to poor and inconsistent end-user experiences.
This challenge also provides an opportunity. If marketers and agencies can get a holistic view of campaign performance, they will be able to do a much better job of making sure the right messages get in front of the right people at the right time. Atlas has built capabilities that allow for this kind of measurement, and enhancing these systems will give marketers a deeper understanding of effectiveness and lead to better digital advertising experiences for consumers.
According to The Information, Atlas has been revitalized since Facebook bought it and gave it new leadership. The report says:
Facebook has been pouring resources into Atlas in advance of a big new push with the product, expected to coincide with the Advertising Week trade show in late September, according to three people familiar with the plans. Among the anticipated new features is a so-called “demand-side platform,” a system that lets advertisers make automated bids for ad inventory.
It should really come as no surprise that Facebook is using the platform to go after a bigger chunk of the ad pie, and it appears that this is precisely what they're doing.
We should learn more about the specific plans soon.
Image via Atlas