For Zuck and Facey, challenging Google’s video dominance just ain’t enough. Facebook is about to take on Google’s entire online ad flourish. Launching this week, Atlas will allow advertisers to use Facebook’s treasure-trove of world-class data to target and track ads across the entire internet — not just on Facebook. This is a big deal for Facebook’s bottom line, as well as agencies that create and distribute the digital ads.
Atlas is so compelling because it will use Facebook UID, which is becoming the universal “ID card” for the internet. This means advertisers know not just who they’re reaching… but when that person moves between their phone, tablet and desktop (and soon their watch). Attribution remains the biggest challenge in advertising, our overlords in Menlo Park seem to be on the verge of deploying a solution with Atlas, Facebook UIDs and deep links properly tracking the customer journey from exposure to conversion.
On the agency side, the impact of Atlas should be similarly huge. It has become clear that data — especially social data and true ID — is the key to ad performance. Agencies with expertise in leveraging social data are critical now more than ever. Moreover, with Atlas Facebook is providing agencies with one portal to buy and extend social campaigns to all digital/mobile inventory, instead of just on social channels. In addition to being the content creators and social ads experts, we’ll now be further empowered as the hub of media buying, with nearly limitless paid reach potential. Which is the way it should be:
Don’t think of Atlas as buying ads on Facebook and the greater web. Just focus on buying audiences, wherever those people go.
As they’ve been doing since ads were introduced on the platform, Facebook continues to democratize digital advertising. Traditional paid media agencies no longer hold the keys to the kingdom. Everyone has more or less the same thing, and quality of your content determines how low you can get your CPM or CPV. Agencies that excel in data-driven social content creation and distribution — much like Buzzfeed has done for publishing — will provide the best value to their clients.
It has never been easier to reach the right person, with the right message, on the right platform, at the right time. But with great power, comes great responsibility. As marketers, let’s remember to properly harness this data and create content that provides shared value for both the customer and the business.