Facebook Inc (NASDAQ:FB) trails Google Inc. when it comes to online advertisements. And Facebook Inc isn’t taking that lightly. In the latest revelation, the social media giant is set to launch a more powerful advertisement platform that will enable advertisers to select the users to target based on their activities within the social media network and around the web.
Yes, around the web!
The platform, called Atlas, makes it possible for the advertisers to see users’ activities such as ads seen and the ones the users responded to.
Atlas is a redesigned and refined version of Atlas Advertiser Suite, which Facebook Inc (NASDAQ:FB) acquired from Microsoft Corporation in 2013.
Sources familiar with the matter have intimated that the platform will make it possible for advertisers to buy ads through an automated tool referred to as Demand-Side Platform. The tool enables advertisers to select what users to target and then set up their ads targeting those users. The new tool will therefore give advertisers more useful information so as to get maximum results from their advertising expenditure.
Facebook Inc (NASDAQ:FB) and Google Inc. are known to collect user information based on what users do when they log into their accounts then refine such information and avail it to advertisers.
Facebook Inc (NASDAQ:FB) hopes to increase its advertising revenue that has been trailing Google Inc., the owner of largest search engine.
Many advertising executives have been using cookies to be able to track users’ activities, but this has been found to be inaccurate. Advertisers have been trying to find new ways of getting more accurate information from web users, but with little success.
It’s however believed that Facebook Inc (NASDAQ:FB) is providing that solution with Atlas since the new platform won’t rely on cookies, but real information based on what users are looking for around the web and how they react to ads as well. All that information will be stored by Facebook and linked to the individual user’s account.
This article has been written by Victor Ochieng.