Facebook is bringing some major changes to the way it offers advertisers access to the cross-device ad measurement capabilities of its Atlas platform. The company has announced that Atlas capabilities will soon be available in a self-serve way.
The current version of Atlas was launched back in 2014. With this particular software, Facebook’s focus shifted towards ensuring that advertisers were able to track their users regardless of the device they were on. The company also moved to shut down several parts of the Atlas business and create a core group that focused upon measurement as its main offering.
In case you are unaware of it, Atlas is Facebook’s very own ad server and ad-targeting software. It was launched almost three years ago with the intent of helping advertisers and marketers measure and target their campaigns. The tech is pretty sophisticated adn can perform its function of ad-targeting with a fair degree of accuracy — even considering that it has to collect data on the social networking platform’s 1.8 billion or so monthly users.
The stats obtained through Atlas were previously limited to some of Facebook’s biggest enterprise marketers. However, the company is now changing the way things are done, s as to provide Atlas access to other marketers as well.
Facebook has launched a new version of Facebook Business Manager called Advanced Measurement. The platform has been launched with the aim of allowing advertisers with the intent of making Atlas available in a self-serve manner for everyone.
Towards this, the platform has come up with a new measurement dashboard that will allow to access cross-platform stats. Advertisers will be able to leverage these stats to analyze their Facebook and Instagram campaign. The same stats could also be used to analyze Facebook’s publisher partner sites.
To be clear, you still need a fair degree of expertise in order to use Atlas for any good. Sure, there is a dashboard and all now but the nuances of digital marketing still apply and you probably need to be familiar with them in order to make sense of the data and act upon it. The company is currently testing Advanced Measurements in a bid to refine its interface and will start moving advertisers to the new UI over next year.
