Until recently, one of the biggest frustrations with Facebookadvertising has been the inabilityfor advertisers to effectively measure the ROI ofadvertising campaigns. In fact, brands have been crying out for data to help them measure campaigns and justify their ad spend for years.
Late last year, Facebook answered those cries withthe launch of theiradvertising platform, Atlas, which was designed to improve how marketers target and measure their online advertisements.
Advertisers are excited about the potential of Atlas, as it opens up two new and extremely powerful capabilities for digital advertisers: a solution to the ‘cookie’ problem; and the ability to target consumers on mobile devices.
Let’s look at these two possibilities in a little more detail: