Atlas: game-changing news in the digital advertising world

“Real people, real results.” Discovering Atlas, a marketing platform that revolutionizes online advertising.

Atlas: people-based marketing. Three words to announce the big change in future digital media campaigns. A challenge in finding new connections between people, products, brands and companies that we can no longer avoid. We’re talking about Atlas, a marketing platform Facebook bought from Microsoft more than two years ago (and all the code has been rewritten from scratch). It’s ready to profoundly change online advertising like we’ve never seen it before.


The “Post-Cookie” Era Scenario

Atlas lets one measure advertisements beyond the confines of Facebook, regardless of the navigation system used. It’s an innovative approach that will forever change the boundaries of online ads, indicating a large blow for cookies, a tracing system that for many has become obsolete, and as we all know, has been closely watched by legislature.

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Atlas attributes a real person to the interactions that occur on numerous digital touchpoints and screens. For example, it attributes three users to one univocal identity.

It’s the example of the University student that navigates online only from his smartphone, connects to a computer in the library, and in the evenings visits his favorite sites on his laptop. But if we think of a worker, the argument changes. If we think of any type of person, the reality of the double connection of desktop (or laptop) and mobile (smartphone) remains.

All this is possible, thanks to the fact that Atlas uses Facebook as a database of real identities. It authorizes the connection between the Facebook ID of every person and the interactions developed in the “user” role on different devices.


With Atlas, Facebook “Exits From Facebook”

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It’s not only about measuring and tracing. Atlas is also an ad server that allows for the management of media space purchases. It does this by offering focused ads that avoids bad investments of media spending, thanks to the ability to target “people” and “not users”.

In few words, thanks to Atlas ad serving, it’s possible to considerably improve media investment with better targeting quality. The ads consigned to the public are the most significant ones. They aren’t wasted on impressions, but rather on concrete results.


Tracing: Leave the cookies for breakfast

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Throughout the years, cookies have demonstrated their weaknesses in tracing and identifying a person with precision. Atlas’s promise is to exceed all that, with a tracing system based on cookies linked to a Facebook ID. The program follows a person by identifying a fragmented navigation route, created on devices, canals and diverse experiences.

In addition, cookies don’t permit an integrated tracing of a person on the one canal that is becoming more important in purchasing decisions: the mobile. Through the years, cookies have proven to have a flaw in stabilizing coverage and frequency with certainty. Atlas promises to overcome this gap by associating with a Facebook ID from your mobile device.


The Holy Grail: Measuring the Digital Impact off Offline Sell-Out

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Atlas is able to confront one of the greatest challenges in contemporary marketing: reducing to a minimum the variable between online visualizations and purchases. In fact, it’s possible to link online campaigns to sales, even offline, and precisely measure the conversions generated, thanks to the media mix chosen.

If that’s not enough, there’s also the possibility to develop online campaigns with offline performance objectives. Connecting Atlas to the specific CRM, it’s possible to connect an offline purchase to the digital ad campaigns that moved and spoke to a specific person.

And so?

For brands, this evolution means a concrete possibility of obtaining much more from their marketing investments, and the possibility to measure the impact of digital campaigns of complex sales.

Atlas is a break-through innovation that will shake up the media market and simultaneously open up opportunities for the most dynamic and innovative players. We believe in it.

 

 


Tiziano Tassi

Tiziano è uno dei Founder di Caffeina. Ha studiato all'Università di Parma e a Euromed a Marsiglia, per lavorare poi in una Digital Agency e in L'Oréal Italia nel Digital Marketing. E' professore di Internet Marketing e Politiche di Comunicazione presso l'Università Cattolica del Sacro Cuore e chiamato come testimone aziendale in corsi di Laurea e Master in diverse Università italiane ed è docente di Digital Marketing in Francia per KEDGE, Audencia Nantes e INSEEC.