Facebook to phase out Atlas brand, shift tools & clients to Facebook’s products 3/4

Facebook to phase out Atlas brand, shift tools & clients to Facebook’s products 3/4

Facebook is finally phasing out Atlas, the ad server & measurement platform that it acquired from Microsoft in February 2013 & has been folding into Facebook since last fall. See more Details

Over the next year, FB will move Atlas’s existing measurement capabilities & its remaining clients to FB-branded products like Business Manager, the company shown on Tuesday. A FB spokesperson confirmed that the Atlas brand could be eliminated as a result of the transition.

The announcement signals FB’s final steps in dissolving Atlas into FB, 4 years after the social network acquired the ad tech platform to beef up measurement capabilities & 2-and-a-half years after Facebook unwrapped the revamped platform. In September 2016, FB transferred Atlas employees from its ad tech division to its measurement division, and 2 months later FB shut down the ad server side of Atlas.

For starters, FB plans to make two of Atlas’s ad measurement categories available within FB’s Business Manager tool, which was built for businesses that manage multiple ad accounts on FB.

In a test with an undisclosed number of brands, marketers will allow to view reach and attribution metrics for their ad campaigns running outside of FB within a new “Advanced Measurement” section in FB’s Business Manager. What exactly those reach & attribution tools will measure is still being ironed out, the spokesperson said. FB plans to migrate more of Atlas’s measurement tools — as well as the marketers that use them — to FB’s own tools for advertisers, like Business Manager, over the next year.

That test & FB’s broader folding of Atlas signal FB’s attempt to assemble its own all-in-one measurement platform such as Google’s Analytics 360 & Adobe’s Analytics (née Omniture).

By making those measurements available through free tools like Business Manager & basing its reporting on the data FB collects on the 1.86 billion people who log into its social network every month, FB is attempting to win over a wide swath of advertisers who cannot afford or do not want to deal with more complicated tools to measure their on- & off-Facebook campaigns, including search & display ads running on non-Facebook properties that aren’t sold through its Audience Network ad network.

If advertisers adopt Facebook’s platform depends on to what extent advertisers would believe a company that sells them ads to also report on the performance of ads sold by its competitors, to what extent they will believe the company’s measurements following last year’s series of errors.