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Facebook’s New Ad Network is a Re-Launch of Atlas

Facebook

Investors and analysts spent years clamoring for Facebook to start up an ad network, and earlier this year it obliged them. And now Facebook is rolling out another one. Caveat — this isn’t an ad network in a formal sense. But it’s going to be viewed as one, because in the big picture, it does the thing people outside Facebook wanted an ad network to do: It lets advertisers buy ads, via Facebook, on properties Facebook doesn’t own. Some of the details about Facebook’s plans have been leaking out for months, starting with a report from The Information. Facebook is formally announcing its plans tonight, but is providing few details itself. Facebook is reintroducing Atlas, the under-used platform it bought from Microsoft last year, and it says Atlas can help marketers track the effectiveness of their ads around the Web; it also says it will allow them to buy ads on non-Facebook Web sites and apps, using Facebook targeting data.

Read the full story at re/code.

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Shelly Palmer is the host of Fox Television’s "Shelly Palmer Digital Living" television show about living and working in a digital world. He is Fox 5′s (WNYW-TV New York) Tech Expert and the host of United Stations Radio Network’s, MediaBytes, a daily syndicated radio report that features insightful commentary and a unique insiders take on the biggest stories in technology, media, and entertainment.