Google was supposed to uproot digital advertising’s foundation. But Facebook may beat the search giant to the punch.
Confirming what has become advertising’s latest worst-kept secret, Facebook said it will begin applying its user data to ads shown outside the social network through a retooled version of Atlas, the ad server it acquired from Microsoft in 2013 that sends the actual ads to a publisher’s site or app and measures their performance.
This isn’t Facebook’s long-rumored ad network, though it could lead to one. Facebook has built an automated ad-buying tool — commonly called a demand-side platform, or DSP — that advertisers could use to buy ads outside of Facebook through real-time auctions, as The Information previously reported. But the product is in its “very early” stages, according to Facebook ad tech head David Jakubowski, declining to say when or if the company plans to officially roll out the ad-buying tool.
Source:: AdAge – Digital