Atlas, formerly Atlas Solutions, the ad network Facebook acquired from Microsoft in February 2013, is undergoing a revamp, and advertising holding company Omnicom – parent of agencies Omnicom Media Group, BBDO and TBWA Worldwide – is on board as the first customer, Ad Age reported.
Facebook will maintain a strong presence at the 11th annual Advertising Week gathering in New York starting Sept. 29, returning as a sponsor and participating in several panels.
Facebook’s latest acquisition is aimed at bolstering the quality of its video ads and premium video ads, as the social network announced that it has brought video-ad-technology company LiveRail into the fold.
Facebook organic reach, or the recent lack thereof, has been a hot-button issue among brands on the social network, so who better to address the issue than Brian Boland, vice president of ads product marketing and Atlas Solutions?
Facebook offered some statistics about its bug bounty program in a note on its Protect the Graph page, saying that it received 14,763 submissions in 2013, up 246 percent from the previous year, and 687 of those submissions qualified for awards.
Ad server and measurement platform Atlas Solutions, which Facebook acquired from Microsoft last February, announced an integration with cloud-based multiscreen advertising company Flite’s Flite Design Studio, as well as its selection of Innovid as its technology platform to deliver video advertising.
The DMA 2013 conference in Chicago this week will have some Facebook flavor, as the social network will host four discussions at McCormick Place West.
Facebook acquired Atlas Solutions from Microsoft in February and extolled its virtues during its first-quarter earnings call earlier this month. Now, the social network told its largest advertisers that Atlas’ view tags can be used to track targeted ads using its custom audiences, partner categories, and lookalike audiences options, sister blog Inside Facebook reported.
Measurement was a key topic discussed by Facebook Chief Operating Officer Sheryl Sandberg during the social network’s first-quarter earnings call Wednesday, and the company’s plans for Atlas Solutions, which it acquired from Microsoft in February, were front and center.
On Thursday, Facebook officially announced the acquisition of Atlas from Microsoft, allowing the social network to cater to large advertisers and agencies looking to better measure the effectiveness of their campaigns. Facebook Ads Product Director Gokul Rajaram spoke with AdExchanger regarding what this means for the company.