Dec 30, 2014 8:00:00 AM

Facebook Relaunches Cross Network Ad Platform Atlas

Advertisers' fascination with cookies has long past. Every advertiser knows deep down that a cookie is a blunt instrument and its limitations are woefully apparent when dealing with cross-channel campaigns. Unfortunately, cookies are the best way to track the effectiveness of online campaigns. That is, until Facebook announced the relaunch of their cross-network ad platform, Atlas.

With Atlas, Facebook are attempting to take on Google on its home turf — display advertising. How? Aside from dispensing with cookies, Atlas purports to bridge the gap between the offline and online advertising worlds by linking the real-world interactions of customers to their Facebook profiles.

Here’s how it works. When a user logs in to Facebook or uses their Facebook credentials to log in to other websites, the network installs cookies to track their activities on the website. But cookies alone are not effective enough, and they don't work on mobile, which is becoming the preferred online shopping platform for consumers. To navigate the problem, Atlas combines cookies with demographic information to help advertiser’sbetter target their audience.

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Dec 22, 2014 8:29:00 AM

Personalization and Display Advertising: How Personal Is Too Personal?

In an overcrowded and competitive marketplace, companies will do anything to make their brand and products stand out from the crowd. One of the many benefits of online advertising is the ability to tailor adverts based on first and third party data.But is tailoring effective and how far should you take it?

Let’s take the gaming industry as an example. Consider some of the detail you could potentially get from placing a retargeting pixel on your website:

  • The user’s account name
  • The sport they last bet on
  • How much they bet
  • If they won or lost
  • How long since their last bet

Knowing all this personal information and using dynamic ads, you could create a very personalized message, such as: Hi Jim, congrats on the $1,000 win yesterday. Fancy a bet on the game tonight? Bet now!

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Dec 19, 2013 6:47:00 AM

Pixalate Cracking Down On Click Fraud, Bot Traffic and Ad Viewability

I recently spoke with Jalal Nasir, CEO of Pixalate, a leading real-time ad analytics platform that helps advertisers and ad networks detect fraud and get performance data to improve their digital marketing campaigns and optimize media spend.

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Nov 14, 2013 9:31:00 PM

Digital Agencies; Your Client Has a New Website. Now What?

Agency bros and lady-bros, I've been there. You pitched the client, won the business, set the web strategy, developed the information architechture, followed SEO best practices, defined the UX, populated the content and squashed all the bugs. Now what?

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