Facebook will use Atlas’ people-based measurement solutions to help marketers on its site optimize their cross-device advertising strategies.
In other words — it won’t be just the biggest advertisers who get the help, and the benefits, of better strategies based on cross-device insights.
“Over the past few years, Atlas has brought its measurement to some of the largest marketers in the world and has run measurement campaigns with more than 300 of the world’s top advertisers,” reads a Facebook blog entry Tuesday. “During this time, we’ve thought about ways to bring the insights from Atlas to more marketers, regardless of their size.”
Facebook acknowledges that today businesses of all sizes are searching for tools that offer clearer insight. That’s why the social site — the world’s most popular — began integrating the Atlas team into its broader measurement organization some months ago. Now it will broaden the effort.
“We’re beginning a test of new advanced measurement tools focused on reach and attribution,” a Facebook spokesperson explained. “These tools, previously offered by Atlas, will soon be available through Facebook Business Manager—bringing people-based measurement to more marketers through Facebook’s easy-to-use interfaces. Advanced measurement will make it easier to compare the effectiveness of Facebook, Instagram, and Audience Network alongside other publishers.”
Bottom line? Facebook wants to offer sophisticated measurement more accessible to a wider range of advertisers, not just the biggest or the richest.
“Over the coming year, we look forward to making advanced measurement tools available to more Facebook advertisers around the world,” according to Facebook. “Our advanced measurement solution will become the central destination for people-based, cross-publisher measurement. We’ll also look to integrate additional measurement tools for performance and brand marketers beneath the advanced measurement umbrella. And, we’ll start transitioning clients who use our Atlas measurement solutions to our advanced measurement products.”