Date
20 September 2017
Facebook will unveil a new ad platform that will allow marketers to understand better the impact of their ads.  Photo: AFP
Facebook will unveil a new ad platform that will allow marketers to understand better the impact of their ads. Photo: AFP

Facebook set to challenge Google with new ad platform

Facebook will unveil next week an advertising platform that will help marketers enhance the impact of their online ads, the Wall Street Journal reported, citing unnamed sources.

The move is aimed at challenging Google’s dominance of the online ad space, the newspaper said. Google reported advertising revenue of US$14.36 billion for the second quarter, compared with Facebook’s US$2.68 billion for the same period.

Called Atlas, the product will help marketers to understand which ads Facebook users have seen, interacted with or acted upon.

It will also provide an ad-buying tool, known in the industry as a “demand-side platform” or “bidder”, which will allow marketers to buy ads that target Facebook users as they move around the web, the report said.

The product is a re-engineered version of the Atlas Advertiser Suite which Facebook bought from Microsoft in 2013.

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