Facebook announced about the launch of a new tool called 'Advanced Measurement'. With it, advertisers will be able to compare campaign performance in the services of Facebook and other platforms.
Previously this functionality was only available to customers of the Atlas platform. Now the company decided to open access to a greater number of advertisers.
The tool 'Advanced Measurement' will be added to the Business Manager on the website Facebook. It will allow advertisers to more accurately measure the coverage of their campaigns and their effectiveness.
The first access to the new service will be customers of Atlas. On the issue of pricing in the company's responded:
We've been more than patient because we made these requests nearly a year ago. So we need urgent completion, because then we can get to the more important work of understanding the value we're getting
Platform Atlas will be closed. In the coming year, all of the instruments of service will be transferred to other products Facebook.
Facebook announced about purchase advertising platform Microsoft's Atlas in 2013.
In November 2016, the company decided to close the Atlas ad server. This functionality never imagined to be of great importance. When Facebook purchase the platform in the first place interested in the technology of measuring the effectiveness of advertising.
