Facebook took a major step toward achieving its goals of making sure its users see advertising that is relevant to them — no matter which devices they are using, and even when they are not on the social network itself — and of allowing advertisers to be a part of the process both online and offline. The social network Monday officially introduced Atlas at Advertising Week 2014 in New York, confirming reports earlier this month by The Wall Street Journal and Ad Age.
Facebook initially began testing a mobile ad network in September 2012, and it began performing a second round of testing in September 2013. The tests will become reality in an announcement at its F8 global developer conference in San Francisco April 30, “multiple sources” told Re/code.
On April 15, HasOffers and Kontagent had to deal with more than just paying taxes: They were forced to drop support for Facebook mobile ad tracking due to violations of policy for retaining too much user data. This was a surprise to many in the industry when it was first announced, because Facebook depends on its mobile measurement partners to help measure the effectiveness of its mobile ads. Advertisers rely on these mobile tracking solutions because they offer cross-platform products that support Google, Apple iAds, and Millennial Media, as well as Facebook.
According to the latest report from eMarketer, Facebook will go from no mobile Internet ad revenues whatsoever in 2011 to a 12.9 percent share of the market in 2013, with the digital marketing analysts pegging the social network’s total for the year at more than $2 billion.
Recently, eMarketer announced that mobile Facebook advertising now receives more mobile display advertising dollars than any other network or platform, including major players like Google. Here are five ways to master mobile advertising on Facebook if you’re late to the game.