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»atlas

Xbox Game Pass
How Microsoft’s Massive Video Game Business Could Renew Its Ad Industry Ambitions

M&A seems to be the weapon of choice in the video game industry’s ongoing arms race. In January alone, Microsoft acquired Activision Blizzard (which includes mobile game developer King) for a record-breaking price tag of nearly $69 billion, Sony bought Bungie (the original creators of Microsoft’s flagship Halo series) for $3.6 billion and Take-Two Interactive… Continue reading »
by Anthony Vargas // February 7th, 2022 //
»
Is Amazon’s Sizmek Acquisition Really A Threat To Google?

Amazon’s acquisition of Sizmek’s ad server and dynamic creative optimization (DCO) platform Friday puts it in a better position to compete with Google for advertiser budgets. Amazon will likely gain new clients from Sizmek who don’t want to deal with switching ad servers, as well as some advertisers who don’t like the idea of working… Continue reading »
by Alison Weissbrot // June 3rd, 2019 //
»
Facebook Resurrects Atlas As A Media Attribution and Reach Tool

Facebook is again tackling cross-device measurement and attribution. Although its Atlas product struggled as an ad server in the marketplace, Atlas could successfully use Facebook IDs to measure across devices and help marketers assess campaign performance. Now Facebook is making those features available to marketers through its Business Manager, in a tool dubbed Advanced Measurement.… Continue reading »
by Sarah Sluis // March 7th, 2017 //
»
Neustar Marketing Revenue Up, But Below Expectations Due To MarketShare ‘Shortfalls’

Although Neustar’s marketing services division saw 54% Q3 revenue growth YoY to $63.3 million, CEO Lisa Hook noted Thursday that new client wins in its marketing analytics business, MarketShare, had fallen short. As a result, the company lowered MarketShare’s full-year revenue guidance for 2016 from $70 million to $55 million-$60 million. “Our overall results for… Continue reading »
by Kelly Liyakasa // October 28th, 2016 //
»
Why Atlas And Audience Network Survived Facebook’s Foray Into Ad Tech

This year, Facebook appeared to abandon its plan to develop an ad tech stack to rival Google’s DoubleClick. It shut down its SSP (LiveRail), closed the Facebook Exchange and threw away its DSP before it got off the ground. All that remains is Atlas, a former ad server repurposed as a measurement tool, and the… Continue reading »
by Sarah Sluis // October 21st, 2016 //
»
Facebook’s Atlas Struggles To Serve Its Market

Facebook’s Atlas ad server promises to deliver marketers a superior way to measure campaigns compared to DoubleClick, which commands the lion’s share of the market. But measurement is just one part of ad serving. And in the one and a half years since Atlas was rushed to market, marketers and agencies that have tested Atlas… Continue reading »
by Sarah Sluis // February 26th, 2016 //
»
Facebook Readies DSP Product For Early 2016 Launch

Facebook is taking the next logical step in its evolution toward a full-stack ad tech offering, rolling out a demand-side platform (DSP) capable of executing programmatic buys using the company’s “people-based” advertising methodology. In recent weeks Facebook’s Atlas team has pitched the DSP product to agency partners, including Omnicom Group, Havas, Merkle and others, according… Continue reading »
by Zach Rodgers // October 7th, 2015 //
»
Doing Business In The Shadows Cast By Walled Gardens

Attribution companies Adometry and Convertro are frequently linked because they were acquired in quick succession (by Google and AOL, respectively). And the functionality they provide is increasingly important, as marketers want to justify their digital ad spend across channels and devices. Buyers are wary when attribution technologies – which should be agnostic – are integrated… Continue reading »
by James Hercher // September 2nd, 2015 //
»
How Merkle Is Navigating The Cross-Device Arms Race

Performance marketing agency Merkle is one of the first agencies to use Google’s cross-device measurement platform, as well as an early strategic partner with Facebook’s Atlas cross-device product. As such, it has unique insights into what company CSO John Lee refers to as Facebook’s and Google’s “distinct pros and cons,” with the caveat that it’s… Continue reading »
by James Hercher // July 30th, 2015 //
»
In Privacy Policy Refresh, Facebook Tells People What Its ‘People-Based’ ID Can Do

Facebook’s introduction of a cross-device ID last fall was a big deal in marketing circles. Based on the company’s direct relationships with its 1.4 billion users, it offered a viable alternative to the broken cookie. Since then, Facebook has been on a communications and sales blitz, driving awareness and adoption of its “people-based marketing” product… Continue reading »
by Zach Rodgers // April 13th, 2015 //
»
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