The biggest selling point of the Atlas network will be its ability to deliver valuable Facebook user data to its advertisers for highly targeted ads, following the same customer across multiple devices.
In a blog post, Facebook’s head of Atlas Erik Johnson wrote:
Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.
Atlas will also partner with global advertising giant Omnicom, providing automated advertising capabilities to two of its biggest clients, Pepsi and Intel.
In addition to Omnicom, Facebook will offer preferred partner status to several marketing platforms who will provide access to its ad exchange across a number of channels. For paid search campaigns, Atlas will partner with Marin Software and Kenshoo, while on the social advertising side, partners include SHIFT, Social Moov and Salesforce’s Social.com.
In a blog post, Salesforce’s ExactTarget Marketing Cloud CEO Scott McCorkle explained what Social.com’s customers can expect:
Our seamless integration with Atlas will make it possible for our customers to take advantage of this new people-based view of targeting and measurement within Social.com. The Salesforce ExactTarget Marketing Cloud is a charter Facebook Strategic Preferred Marketing Developer, and this announcement continues to build on this incredibly successful relationship.
That’s big news for Salesforce, as Social.com beat out other big name social advertising platforms such as Sprinklr, Nanigan’s and Adobe Social to obtain the preferred partner status with Facebook. The news comes barely a week after Salesforce announced a partnership with Omnicom, so its highly likely that alliance may have influenced the decision to go with Social.com.
Here’s a video from Facebook about its new Atlas launch: