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.
After Ad Age broke the news last week that Facebook was revamping Atlas, formerly Atlas Solutions, the ad network Facebook acquired from Microsoft in February 2013, The Wall Street Journal uncovered more details Monday, speculating that an official announcement will come during Advertising Week 2014 in New York next week.
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.
Madison Avenue and Menlo Park continued to get closer, as news of Instagram’s one-year pact with ad agency Omnicom was followed by the announcement that Mondelez International, a manufacturer of snacks and candy, reached an advertising agreement with Facebook.
Facebook-owned photo- and video-sharing network Instagram just went big-time on Madison Avenue, as Ad Age reports that Instagram received a year-long commitment, totaling up to $100 million in ad spending, from Omnicom.
Steve Hatch, CEO of WPP Group-owned media agency MEC, joined Facebook as regional director for the U.K. and Ireland, filling a post that had been vacant for more than one year, MarketingWeek reported.
Facebook announced the formation of its U.K. Advisory Board, aimed at strengthening the relationships between brands and agencies in the U.K. and the social network.