Next Week : Facebook’s Ad Network Challenge To Google Adsense

According to the Wall Street Journal, Facebook volition ringlet out its web-wide, cross-platform advertizement network challenge to the Google Display Network adjacent week.

We initially wrote most this last month. Based on the company’s Atlas acquisition from Microsoft, “it promises to help marketers empathise which Facebook users convey seen, interacted amongst or acted upon ads that look both on Facebook’s services too on third-party websites too apps.”

The novel network volition likewise live a “demand side platform” permitting dynamic bidding for impressions on tertiary political party sites. Given the information that Facebook has most its users the novel platform could pose a formidable challenge to Google (not to advert Yahoo).

In 2013 Google made but over $13.2 billion from non-Google sites displaying its ads. Perhaps the most interesting too provocative expression of the WSJ written report involves the cookie-less cross-platform dimension of the network. The catch is to plough the Facebook ID itself into the novel cookie:

With Atlas, Facebook hopes to educate those [cookie] problems past times linking users’ advertizement interactions to their Facebook accounts, which tin live used to rails users across both desktop too mobile devices, albeit on an anonymous basis. For example, a marketer using Atlas mightiness forthwith live able to empathise that a client purchased a production on a desktop computer, but start saw an advertizement for it on their smartphone device. Facebook already tracks users this means across its ain service, but Atlas volition forthwith extend the functionality to other sites too apps. Facebook likewise plans to pitch marketers on the concept of using Atlas to necktie consumers’ offline behaviors to their online ones. For instance, a consumer who purchases a couplet of shoes inwards a shop mightiness volunteer her electronic mail address at the checkout. Facebook could hence usage that electronic mail address to inform the retailer if, when, too where the consumer saw its ads across the Web, if the electronic mail address is tied to a Facebook account.

This cross-platform, online + offline capability would live enormously powerful too is currently unmatched past times whatever of the big advertizement networks or exchanges. Facebook’s pitch to marketers, according to the WSJ, volition live most “people-based marketing” — essentially audience targeting.

The departure betwixt this too other behavioral solutions is that Facebook has far to a greater extent than information too far to a greater extent than accurate information on users’ preferences, likes, interests too cross-platform direct than whatever other advertising entity or platform. In some ways this is the realization of what Facebook has been edifice toward. However the depth too comprehensiveness of the approach is certain to depict the scrutiny too (probably) ire of European regulators if non others, eventually, approximately the world.