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.