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What experts are saying about Facebook’s Atlas

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In an effort to better compete with Google, the Web’s premier ad server, Facebook re-launched Atlas yesterday. It’s expected to be a game-changer for the social network, keeping in step with the company’s cross-platform goals.

Several industry experts have recently weighed in on Atlas and what it means for social advertising moving forward.

David Serfaty, Director of Social Advertising, Matomy Media Group:

The relaunch of Atlas as Facebook’s new ad platform represents an important shift in Facebook’s advertising model. The ability to provide advertisers with audience-based targeting and cross-device measurement capabilities shows that Facebook is taking the lead on solving the industry-wide problem of how to accurately measure and attribute users’ long and winding path toward conversion.

As a performance-based marketing company, we at Matomy are happy to see Facebook continue to make improvements like those it has made with Atlas to its ad solution. Advertisers are increasingly seeking more advanced targeting options, as well as the ability to target consumers across devices and from offline to online (and vice versa). What Facebook has done with the relaunch of Atlas is an important step towards this goal and should provide advertisers with greater transparency and control over engaging, acquiring and retaining the right consumers across the right devices via Facebook ads.

3Q Digital COO Dave Yoo:

Atlas’ “people-first” marketing approach stays aligned with Facebook’s “audience-first” driven advertising platform, which can be seen as a subtle yet significant paradigm shift in how digital marketing is executed. Even Google is moving away from the keyword and pushing more audience-driven channels.

Matt Ackley, Senior Vice President of Product and CMO of Marin Software (an Atlas partner):

By partnering with Atlas, our advertisers are able to determine the true ROI of their paid search campaigns, giving them the ability to better optimize their sales funnel. This is an extremely valuable integration for all our digital marketers.

Blog post from SHIFT (an Atlas partner):

Atlas’ cross network data provides advertisers with a better understanding of performance across advertising campaigns via cross-channel and conversion reporting. Advertisers can then leverage reporting for multi-touch attribution, which provides a comparison of performance of all campaigns using Atlas technology. Atlas’ “people-based” metrics will also help marketers better reach the people they want across devices, platforms and publishers.

SHIFT’s platform complements Atlas by giving advertisers access to proprietary marketing solutions and measurement tools that help marketers save time and maximize revenue across Facebook, Twitter and LinkedIn. As advertisers create, launch and manage Facebook advertising campaigns using SHIFT’s programmatic ads solutions, all campaign details will automatically be reflected in the Atlas platform, ensuring a more seamless user experience. Advertisers will also have access to SHIFT’s own campaign reporting, which provides insights specific to social and mobile performance.

Dan Virgillito, Facebook Preferred Marketing Developer AdEspresso:

The company has been working hard to improve Atlas since last year and has included offline sales tracking and cross-device targeting to its list of features. The social giant says cookies “are flawed” because they do not work for mobile devices and are not accurate enough when it comes to demographic targeting or measuring the purchase funnel on various devices and browsers.

So instead, Facebook’s Atlas has come up with a new strategy to track users, termed “People-based marketing”, featuring “an entirely new code base,” with built-in measuring and targeting that will be more accurate and make sure the right ads are served to the right audience at the right time.

Readers: What do you think about Atlas?

Article courtesy of Inside Facebook

Jeremy Allaire Opens His Long-Awaited Bitcoin Product Circle Up To The Public

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Facebook announces the new Atlas: a cross-platform ad network

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As rumored, Facebook will announce today the relaunch of Atlas at Advertising Week in New York City.

Atlas focuses on people-based marketing, getting away from cookies and enabling true cross-device advertising. Erik Johnson, the head of Atlas, announced the relaunch in a blog post:

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 has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.

Atlas was formed to serve and measure ad campaigns as people switch devices. It also helps companies better understand the purchasing journey — on desktop, mobile, tablet or offline. Atlas doesn’t rely on cookies, which don’t work on mobile and aren’t great for demographic targeting. Instagram is enabled with Atlas, allowing advertisers to measure and verify ad impressions. If a company runs ad campaigns through Facebook, Instagram and Atlas, the reporting will show results from all three.

Atlas has formed its first major partnership with Omnicom. Johnson described the company’s partnership with Omnicom:

We’re excited to announce that Omnicom is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas.  Together, Omnicom – powered by Neustar technology– and Atlas will jointly develop integrations to enable more automated capabilities for Omnicom’s clients, including Pepsi and Intel – who are among the first testing the new platform.

Atlas has also partnered with several companies — a few of which are Facebook Preferred Marketing Developers — in the categories of paid search, social advertising and video & rich media.

  • Paid search: Kenshoo (SPMD), Marin Software (PMD)
  • Social advertising: SHIFT (SPMD), Social.com, Social Moov (PMD)
  • Video & rich media: Jivox, Innovid, Celtra, Flashtalking, Medialets, Goldspot Media, Phluant

Will Martin-Gill, the Senior Vice President of Product for Kenshoo, commented on the partnership:

Kenshoo’s industry-leading software was designed to deliver infinite optimization by leveraging insights from each channel to inform the next. Partnering with Atlas to provide clients access to highly accurate, deduplicated data saves them time and improves the efficiency of their campaign optimization within Kenshoo.

Forecasting, budgeting, portfolio optimization, and campaign automation are hallmarks of Kenshoo’s best-in-class predictive marketing software; combining these with Atlas delivers the industry’s most accurate cross-channel reporting and optimization solution by relying on one source of truth that accounts for how consumers move across channels.

Readers: What do you think of the new Atlas?

Article courtesy of Inside Facebook

The #Gamergate Answer

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California Regulator Sends Warning Letter To Uber, Lyft & SideCar Over Shared Ride Feature

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The Disrupt SF 2014 Battlefield Finalists Are Alfred, Partpic, PatternEQ, Shipstr, Stack And Vin.li

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Introducing The Disrupt SF 2014 Startup Battlefield

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Facebook SPMD SocialCode Announces Exclusive Partnership with Percolate

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PercolateLogo650Marketing solutions provider SocialCode, a Facebook Strategic Preferred Marketing Developer, announced a partnership with end-to-end marketing software provider Percolate to combine campaign planning, content creation, closed-loop intelligence and paid media execution on social.

The two companies said the exclusive partnership will create a marketing system of record, bringing all digital marketing efforts under one process, with SocialCode clients gaining access to features of the Percolate platform including real-time planning, asset sourcing, content creation, brand management, a full suite of mobile applications, and distribution to channels including Facebook, Twitter, LinkedIn, Pinterest, Instagram, Google Plus, Tumblr, Sina Weibo, WordPress, Drupal, customer-relationship-management systems, email marketing systems and a select number of enterprise content-management-system providers.

SocialCode co-founder and CEO Laura O’Shaughnessy said in a release announcing the partnership:

We’re solving a huge challenge for the world’s largest marketers: closing the intelligence loop with cross-device ID-based advertising, content analytics and content creation. The resulting suite of tools — from planning to governance to sourcing to paid distribution — will result in a continuous cycle of better creative, insights and overall marketing performance.

Percolate CEO Noah Brier added:

SocialCode is one of only a few Facebook Strategic Preferred Marketing Developers, and recognized as the industry leader for optimizing creative testing, targeting and bidding to achieve brand objectives. Its technology stack will bring Percolate customers new levels of performance and intelligence when it comes to distributing marketing in the smartest, most nimble way.

Article courtesy of Inside Facebook

Study: How cost-efficient is Facebook advertising?

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Even as the cost of Facebook advertising rises, is the social network’s offering the most efficient for marketers? According to a new study by Neustar, Facebook advertising in Q2 beat out other avenues (network, portal and exchange) in terms of reach efficiency and average cost.

Neustar’s study shows that Facebook’s cost efficiency in Q2 indexed 70 percent cheaper than the industry average. It was also the only channel that out-performed the indexed average for reach efficiency, beating ad portals by 286 percent.

Two of the major reasons for Facebook advertising’s popularity? Mobile and video. Rob Gatto, Neustar’s Senior Vice President of Media and Advertising, feels that we’ve only started to see video’s potential:

One interesting thing I see in video is that most advertisers are content to buy it simply with age and gender as an overlay. After all, that’s typical of how you buy television.

But in the digital world, you can buy video with a far deeper level of audience, attribution and behavior. Advertisers aren’t yet taking advantage of that.

There are all sorts of opportunities for sequential messaging with video: creative that moves a customer along at different touchpoints, aligned to the buyer journey. We already do a lot of these things in the display world, but haven’t yet duplicated them into video.

While it might seem slightly odd to call Facebook advertising “cost-efficient,” Neustar examined the CPM, CPC and CPA for Facebook, ad networks, ad portals and ad exchanges in Q2, finding that it was actually the cheapest.

Screen Shot 2014-09-03 at 9.54.05 AMFacebook (shown in the report as social) ad costs actually dropped 32 percent from Q1. Neustar attributed the rise of ad network costs to the World Cup, where advertisers bought big on contextual video advertising around soccer sites and content.

While Facebook advertising might be the most cost-effective option, an ad exchange is the best way to find quality users who can be reached more than once. Facebook is growing in this regard and performed better than the industry average (up 67 percent quarter-over-quarter).

Screen Shot 2014-09-03 at 9.57.55 AMFacebook advertising proved to be much more efficient than ad exchanges in the way of funnel attribution, coming in second to ad networks. Neustar noted that Facebook has grown as an ad platform for conversions, largely due to increased paid reach in Q2.

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Facebook announces ad targeting based on bandwidth connection

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Facebook on Wednesday introduced a new way to target ads: based on bandwidth connection. This will help advertisers reach users whose mobile connection may not be best for video ads or other data-hungry methods.

This new feature allows advertisers to target based on mobile connection: 2G, 3G or 4G.

Facebook Product Marketing Manager Brendan Sullivan announced this in a blog post:

Targeting by mobile network type helps advertisers choose creative that will run smoothly on any given device and connection speed. For example, serving a video ad to people in Indonesia with 2G connections may mean wasted impressions if people are unable to load the video or it buffers for minutes when clicked. Optimizing the creative — for instance, targeting a video campaign to people with high-speed connections, and swapping in an image or link ad for people with slower connections — means ads can perform more efficiently for the people seeing them.

This is rolling out globally today to advertisers through the Ad Create tool, Power Editor and the API. All data in this feature is anonymous, as Facebook notes that audiences for network-based targeting are developed by aggregating groups of people based on connection type.

Ronita Mitra, Vodafone India’s Senior Vice President of Brand Communication, Insights and Online, commented on this new feature:

We are excited about the new mobile targeting option on Facebook which allows us sharper targeting to a relevant audience. We hope to see more such technology innovations across the industry.

Readers: How do you feel about the ability to target ads based on bandwidth connection?

Top image courtesy of Shutterstock.

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Article courtesy of Inside Facebook

October 2014
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