Facebook has announced a new version of its ad platform Atlas which is designed to help marketers track the effectiveness of their ads across different devices.
Last year, the social networking company bought Atlas from Microsoft to help marketers understand and manage their advertisement better.
In a blogpost, Atlas claims that the traditional method of ad measurement using cookies derives inaccurate results and it does not work on mobile devices.
Atlas will deliver people-based marketing, where advertisers will be able to track users across multiple devices.
The platform is designed to target, serve and measure ad performance across multiple devices, and it will also provide the impact that online campaigns have on offline sales.
Previously it was reported that user’s ad interaction will be linked to their Facebook accounts.
The platform has been rebuilt with new user interface, along with built-in targeting and measurement capabilities.
Facebook has partnered with advertising agency Omnicom to test Atlas on Omnicom’s clients including Intel and Pepsi.
Instagram will also use Atlas ‘to both measure and verify ad impressions’.
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