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Tag: Atlas

  • Havas Media Group partners globally with Facebook’s Atlas

    Havas Media Group partners globally with Facebook’s Atlas

    MUMBAI: Atlas, Facebook’s ad serving and measurement platform that allows brands to reach people across multiple devices, has agreed a global partnership with Havas Media Group. The global deal will have a heavy focus on US and western Europe and will see the communications network offering the ad server to its clients during 2015.

     

    The partnership will see Havas Media Group offering Atlas to clients across Latam (Q2), Middle East (Q3) and APAC (Q4). Havas Media Group becomes the first company to announce a partnership with this scale and geographical focus.

     

    The connection of Atlas with Havas Media Group’s Artemis data platform gives clients the opportunity to accurately track all interactions people have with a brand up to (and beyond) the point of purchase, as they experience a variety of brand messages across all media.

     

    Havas Media Group global managing director Dominique Delport commented, “Havas Media Group has spent the last 15 years investing in market leading data driven solutions through Artemis its proprietary data platform. This partnership, coupled with our clients’ data, will enable us to find out how people are interacting with brands and then purchasing products as they travel across devices. We have been working with the Atlas team now since June 2014 and are delighted that we have partnered with a platform that can take our analysis beyond previously limiting cookie based offers. It will allow us to filter, clean and manage data with unprecedented granularity. This relationship with Atlas, including our participation as a member of the Atlas Product Council, will enable us to offer best in class, tech neutral solutions for our clients.”

     

    Atlas director Erik Johnson said, “This is a great step for Atlas and Havas Media Group, bringing the power of people based marketing to more brands in more countries. Havas Media Group has been a supporter of our approach that helps brands reach real people across devices and publishers. The geographical focus and depth of potential client absorption makes this partnership significant for the industry.”

     

    The partnership takes immediate effect with more Havas Media Group clients expected to work with the new platform in the coming months.

  • Facebook acquires media measurement platform Atlas

    Facebook acquires media measurement platform Atlas

    MUMBAI: Facebook has said that it has acquired media measurement platform Atlas Advertiser Suite from Microsoft which it believes will benefit both marketers and users.

    Atlas is a leader in campaign management and measurement for marketers and agencies. It is part of Microsoft‘s 2007 purchase of aQuantive for $6.3 billion.

    The social networking service provider believes that in a complex marketing environment where marketers and agencies struggle to understand how their efforts across different channels complement and strengthen each other, Atlas will allow them to get a holistic view of campaign performance.
     
    “This challenge also provides an opportunity. If marketers and agencies can get a holistic view of campaign performance, they will be able to do a much better job of making sure the right messages get in front of the right people at the right time,” Facebook said in a statement.
    “Atlas has built capabilities that allow for this kind of measurement, and enhancing these systems will give marketers a deeper understanding of effectiveness and lead to better digital advertising experiences for consumers.”

    The company said that it improve Atlas‘ capabilities by investing in scaling its back-end measurement systems and enhancing its current suite of advertiser tools on desktop and mobile.
     
    “We will also work to improve the user interface and functionality with the goal of making Atlas the most effective, intuitive, and powerful ad serving, management and measurement platform in the industry,” the company added.

    Atlas’s powerful platform, combined with Nielsen and Datalogix, will help advertisers close the loop and compare their Facebook campaigns to the rest of their ad spend across the web on desktop and mobile.