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Facebook Combines Atlas, Audience Network, And LiveRail Into An AdTech Voltron

Facebook Combines Atlas, Audience Network, And LiveRail Into An AdTech Voltron

Fb’s plot for Ad domination is coming to fruition. These Days at Fb headquarters, its Ad pros explained how two years of apparently remoted launches and acquisitions are melding into a powerful way to express advertisements across the Internet and track the purchases they encourage both on-line and offline.

Here’s how the items come together:

Fb brings its 1.35 billion customers and massive engagement with the News Feed where it shows its advertisements. As A Result Of its big user base stays logged in across internet and cell, it has a unified figuring out of individuals’s identities in a technique most structures don’t. Facebook’s wealth of non-public Information means it may well goal commercials extra thoroughly. For Example, it says it could actually target gender with Ninety p.c accuracy compared to the online Advert business reasonable of 50 p.c.

Tracking online purchases impressed by its Advert clicks is simple, however what’s harder is figuring out offline purchase behavior.

How Facebook Custom Audiences Works

How Fb Custom Audiences works

So Fb constructed what’s referred to as Custom Audiences, which lets companies add their purchase Data and selecting information about their clients to Facebook in a hashed, privateness-secure approach. Fb can both use this to let companies goal ads to their present buyers, but in addition to reference them against who noticed commercials to show that impressions on web or cell, even with out clicks, lead to purchases.

Facebook also collects offline purchase Information tied to folks’s grocery loyalty cards and other identifiers via partners like Datalogix. The Point of all this dimension is that after advertisers can see they’re getting a return on investment, they spend extra.


Fb’s VP of Advert Tech Marketing Brian Boland maps out Facebook’s Advert merchandise at the firm’s Menlo Park headquarters.

This all labored great on Fb, however the company noticed an enormous chance to convey this to the rest of the web. So in February 2013, Fb got Microsoft’s Atlas, a collection of instruments for online Advert measurement. This let Fb convey its working out of go-instrument ROI to commercials throughout the web run via Atlas.

As for publishers, the web pages and apps that host ads, Facebook noticed video content gaining popularity. Many publishers have been working with a video adtech platform referred to as LiveRail that connects them to video advertisers and objectives the little advertisements. So Fb received LiveRail for round $ 500 million in July 2014.

Meanwhile, Facebook had built and launched Target Audience Network, a mobile Ad Community that lets advertisers simply extend their Facebook Advert campaigns to appear in other cell apps. This gave Fb the connective tissue to tie the other items collectively.

Advertisers on Atlas can simply purchase advertisements on Facebook or use Target Market Network to extend their campaigns to LiveRail and cell apps.

“We Predict we’re revolutionizing size,” says Facebook’s VP Of Ad Tech Brian Boland.

The subtext of Nowadays’s session was that Facebook thinks it’s ready to absorb the flood of Advert bucks beginning to slosh off of television and into digital. Fb must struggle Google and YouTube, Yahoo, AOL (TechCrunch’s guardian firm), and Twitter for that Ad spend. Atlas’ David Jakubowski says “We All Know Google’s working lovely arduous on this actual factor [cross-device, online/offline measurement]. We Predict they’ll do something on this area.”

But When the social Network can prove its scale, targeting, and measurement surpass its rivals, Madison Avenue may agree that Fb is the successor to TV.

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