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Facebook: Atlas View Tags Can Now Track Custom Audiences, Partner Categories, Lookalike Audiences

David Cohen — Thu, 23 May 2013 11:14:46 +0000

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.

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Atlas Solutions Acquisition Discussed During Facebook’s 1Q Earnings Call

David Cohen — Thu, 02 May 2013 14:00:33 +0000

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.

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Facebook Highlights 1Q 2013 Advertising Achievements

David Cohen — Wed, 01 May 2013 19:11:47 +0000

Facebook’s transition to a mobile-first company continued with great speed during the first quarter of 2013, as the social network reported that 30 percent of its total advertising revenue during the period came from mobile, up from 23 percent in the fourth quarter of 2012.

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What Others Are Predicting About Facebook’s 1Q Earnings Call

Justin Lafferty — Tue, 30 Apr 2013 20:27:59 +0000

Facebook will announce Wednesday afternoon how well it did financially in the first quarter of this fiscal year. The company has been aggressive about rolling out ad products, and it deepened its relationship with firms such as Datalogix to give advertisers better purchasing data. Let’s take a look at what others think ahead of Wednesday’s earnings call.

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Datalogix, Which Presents Offline Purchasing Data To Facebook, Raises $25M In Series B Funding

Justin Lafferty — Thu, 25 Apr 2013 16:58:54 +0000

In an effort to attract advertisers, Facebook has partnered with firms such as Datalogix to find out how the social network influences online purchasing behavior. These efforts will likely be ramped up, as TechCrunch reported Thursday that Datalogix has raised $25 million in Series B funding, led by Institutional Venture Partners.

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Facebook’s Partner Category Targeting: Is Your Head Spinning Yet?

Dennis Yu — Tue, 16 Apr 2013 15:31:22 +0000

Recently, Facebook announced something called partner category targeting, which lets us run ads based on a user’s retail shopping behavior and other offline information.

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Facebook’s Partner Categories Enable Brands To Target Ads To Users Based On Activity Across Web

David Cohen — Wed, 10 Apr 2013 11:00:22 +0000

Facebook’s ad-targeting capabilities took a giant step forward with Wednesday’s launch of partner categories, which allow brands on the social network to show ads to users based not only on their Facebook activity, but their activity across the Web, via both desktop and mobile, and even their offline purchases and tendencies.

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For Facebook Ads, How Targeted Is Too Targeted?

Justin Lafferty — Wed, 03 Apr 2013 17:07:45 +0000

It’s no secret that Facebook in recent years has become a data company. The more data Facebook has about its users — such as gender, education, likes, and location — the better it can serve targeted ads. But Facebook has to strike a cautious balance with regard to targeting. Whereas many users see ads that are wholly irrelevant, many others feel that Facebook can be too invasive when it comes to advertising.

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Facebook: Advertising On Site Boosts ROI By 22%

Justin Lafferty — Wed, 20 Mar 2013 13:40:47 +0000

Ever since the company went public nearly one year ago, Facebook has been trying to prove to advertisers that it can provide real-world value. Brad Smallwood, Facebook’s head of measurement and insights, told attendees of the Advertising Research Foundation’s Re:think conference in New York that among 22 recent Facebook campaigns, with data from 70 million consumers, Facebook increased return on investment by 22 percent.

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Facebook Officially Announces Acquisition Of Atlas Solutions From Microsoft

David Cohen — Thu, 28 Feb 2013 16:58:27 +0000

Ending weeks of speculation, Facebook Thursday confirmed its acquisition of the Atlas Solutions ad-serving business from Microsoft.

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Facebook Expands Custom Audiences With Datalogix, Epsilon, Acxiom, BlueKai

David Cohen — Wed, 27 Feb 2013 14:59:36 +0000

A report last week that Facebook was testing a new type of targeted advertising, along with several third-party partners, which would allow brands to market to users based on items they have previously expressed interest in while surfing the Web was confirmed Wednesday with the social network’s announcement on its Facebook Studio blog of the expansion of its custom audiences offering with data-centric partners Datalogix, Epsilon, Acxiom, and BlueKai.

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Report: Facebook Testing Targeted Ads Based On Users’ In-Store Purchases

David Cohen — Fri, 22 Feb 2013 12:55:25 +0000

Facebook is testing a new type of targeted advertising that will allow brands to market to users based on items they have purchased in stores, and it teamed up with data providers Epsilon, Acxiom, and Datalogix on the trial, according to a report in Ad Age.

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Facebook’s Sean Bruich On The Importance Of Measurement In The Digital Age

Justin Lafferty — Wed, 30 Jan 2013 13:36:12 +0000

In the early days of Facebook marketing, page administrators were obsessed with obtaining likes, and that focus has now shifted to engagement. But for those who use Facebook as a sales platform, there are several ways to track success. At the Webtrends Engage conference Wednesday in San Francisco, Facebook Head of Measurement Platforms and Standards Sean Bruich discussed the paradigm shift as companies move from traditional marketing to digital marketing.

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From Promise To Performance: Measuring Facebook Success Beyond The Like

Guest Writer — Thu, 24 Jan 2013 11:19:56 +0000

For a majority of brand marketers, when it comes to creating Facebook strategies, nine times out of 10, the most popular is the one that generated the largest amount of Facebook likes for brand pages. The conventional wisdom went that the larger the community on Facebook, the greater the chances of promoting whatever the brand wanted to do, whether it was a new product, campaign, etc.

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As Facebook Partners With Chango, Ads Can Be Bought Using Google Search Data

Justin Lafferty — Fri, 04 Jan 2013 17:43:51 +0000

Facebook and brands that market on the social network are constantly trying to figure out what users want to buy, but the data users present on the site give a limited picture at times. Now, it seems Facebook has solved that. As Business Insider reports, Facebook accepted Chango (and its major cache of Google search data) into its ad exchange program.

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