Facebook has launched its new Atlas advertising platform, which according to the company represents the next step in tracking ad effectiveness across devices.
The company is calling this new approach a ”People-based marketing” It says People spend more time on more devices than ever before and this shift in consumer behavior has had a profound impact on a consumer’s path to purchase, both online and in stores. And today’s technology for ad serving and measurement – cookies – are flawed when used alone.
”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 and devices or into the offline world.” Facebook said
According to a blog post on the Atlas site