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Facebook’s Atlas Adds Video Ad Serving, New Measurement Tools

Facebook announced the addition of video ad serving capabilities to its Atlas advertising platform, along with two new measurement tools.

By David Cohen

Atlas Video Ad Serving Teaser

Dave Jakubowski, Facebook’s head of advertising technology, said in a blog post that video ad serving via the Atlas platform will be “broadly available” by the end of the month, adding:

We’re also announcing video ad serving, which makes it easier to tell vivid brand stories to real people and measure value across devices, all within the Atlas platform. The rapid growth of digital video, combined with evolving consumption habits across devices, makes this one of the most valuable formats in a marketer’s toolkit.

Jakubowski also detailed two new measurement tools from Atlas:

  • Offline Actions: This tool ties offline sales to online ad spend.
  • Path to Conversion: On a similar note, this tool helps provide insight into the multiple devices that users see ads on before pulling the trigger on a purchase.

He wrote:

Advertisers who measure their ads with Atlas can now upload their point-of-sale data and understand within minutes if their online ads are influencing offline purchases.

Read More at www.adweek.com

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