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»Facebook Atlas

Facebook Shutters Atlas Ad Server, Ending Its Assault On DoubleClick; Atlas To Live On As Measurement Pixel

When Atlas served ads, the industry shrugged. On Friday, Facebook made the inevitable official by retiring the ad-serving component of Atlas, thereby making it primarily a people-based measurement pixel. The ad-serving capability will be phased out over the next couple of months so as not to be disruptive to users. Facebook’s ad stack looks quite… Continue reading »
by Allison Schiff // November 18th, 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 //
»
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 //
»
Smart AdServer Goes Independent Via Private Equity Firm

Paris-based direct and programmatic ad platform Smart AdServer will break away from its parent company, the Internet portal AuFeminin, through a buyout by private equity firm Cathay Capital for $42.1 million, the companies said Thursday. “Smart AdServer is entering a new phase and the market is evolving very fast,” said Smart AdServer US General Manager… Continue reading »
by Liz Rowley // February 20th, 2015 //
»
More Agencies For Atlas: Facebook Signs Merkle, Plugs Into Mediaocean

Five months after taking the wraps off its revamped ad management product, Facebook is slowly but steadily chalking up new Atlas customers. In the wake of its splashy deals with Omnicom Group and Havas, the company has unveiled agreements with database marketer Merkle and Mediaocean, the dominant provider of RFP and workflow management software geared… Continue reading »
by Zach Rodgers // February 10th, 2015 //
»
 

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