Facebook recently relaunched Atlas, an ad platform it bought last year from Microsoft.
In what it claims is people-based marketing, Facebook will now be able to track third-party websites that users visit on their mobile phones and will use that information to serve more targeted ad campaigns.
Since cookies do not work on mobile, so Facebook has devised this novel way to follow you across the web and between devices to deliver you more relevant ads.
This pixel tag-based technology will be used to track a user’s online activity apart from the Facebook. Atlas will then use this history to purchase ads from certain advertising holding companies.
Atlas chief Erik Johnson said Atlas would help marketers “solve the cross-device problem through targeting, serving and measuring across devices. Cookies don’t work on mobile, are becoming less accurate in demographic targeting and can’t easily or accurately measure the customer purchase funnel across browsers or devices into the offline world.”
Initially, Atlas will only be used as an ad serving and tracking tool. In the near future, Facebook plans to use it as an ad purchasing platform.
Privacy is definitely a concern here, but Facebook claims it will not reveal the user’s identity to advertisers and publishers.
What are your thoughts about Atlas? Is it too intrusive? Or you are okay because you will see more relevant ads.
Share your thoughts in the comment section below!