Facebook has been at the forefront of marketing innovation for quite a while now, and a new advertising technology it’s been working on has been garnering a lot of attention within the industry.
They call it “people-based” marketing. The general idea is that you get to know your audience very deeply, even if you never actually learn their names or identities. With Facebook, the company has been able to gather data from its base of 1.3 billion users to specifically target advertising messages to those users. Now, the social media giant is preparing to share the way it accomplishes this to begin delivering ads on a variety of apps and outside of its own web presence through the form of its Atlas ad server.
Facebook purchased Atlas in 2013 and has made a variety of tweaks to improve its advertising targeting methods for companies looking to target specific demographics on Facebook. Now companies will be able to benefit from Atlas away from Facebook throughout their own marketing endeavors.
One media buying agency has already gotten started with Atlas. Omnicom Digital, which works with brands like Intel and Pepsi, has already started to test out the capabilities of the new marketing method.
While there will likely be some discussion about whether this is an instance of Facebook violating user privacy, it’s important to note that there are no individual identities disclosed through Atlas. The ad targeting is based mostly on large trends gathered through various types of data disclosed on Facebook.
Marketers that use Atlas currently can target based on some common demographic data, but as the service continues to evolve it could become more complex, leveraging some data based on people’s interests that they list on Facebook (which is how Atlas works on the social network). All of this is made possible through Facebook’s massive reach of 1.3 billion users.
We’re going to continue to monitor the status of Atlas as it continues to evolve and get popular beyond the walls of Facebook. Contact us today for more information about people-based marketing and how you can get started.
by Christine Kelly
CEO and Queen Bee | Viral Solutions LLC