Facebook relaunches Atlas to close the gap between online advertising and offline purchases

Facebook relaunches Atlas to close the gap between online advertising and offline purchases

Facebook announced Sunday, it is beginning to serve ads that will appear all over the web, not just on Facebook.  With it's new "agency" program, an advertiser will be able to purchase marketing impressions across web sites - both mobile and desktop.   This is part of the Atlas technology Facebook bought from Microsoft last year.    According to Erik Johnson (the head of Atlas at Facebook) the new method  delivers on "People-Based Marketing" - which bridges the gap between online and offline purchases (see his discussion about the Atlas relaunch at: http://atlassolutions.com/2014/09/29/meet-the-new-atlas/)

This is similar to how Google currently does cross-site advertising - but Atlas adds the connection of online and offline.   It'll be interesting to see how advertisers use this and more importantly how the measurement of online to offline tracks to a company's determination of how online activities impact in-store purchases.

What are your thoughts?