The agency-wide ad-serving and measurement partnership between Facebook’s Atlas and Omnicom, which was officially announced at Advertising Week 2014 in September after being reported earlier that month by Ad Age, is now active with Omnicom Media Group in the Asia-Pacific region, Facebook marketing manager Nicole Maraschky wrote in a blog post.
Effective targeting across devices is an ongoing challenge, considering today’s technology for ad serving and measurement — cookies — is flawed, and 60 percent of people use two or more devices each day. Under the activation, both companies will jointly develop integrations to enable Omnicom Media Group clients to utilize people-based targeting capabilities in a more automated way.
We look forward to the partnership with Omnicom Media Group and to announcing additional partnerships in the months to come.
Annalect Asia-Pacific president Lee Smith added in the blog post:
Clients have faced silos of success in digital media for years without being able to solve issues in cross-platform or cross-device harmony. We will be the first to make that dream a reality for our clients within Asia Pacific with Atlas.
In a market where third-party data is lean, we aim to leapfrog months of development in the cookie-driven audience space and get down to business with a profile-specific approach.
Bridging devices and behaviors and online to offline without relying on cookies will supercharge our ability to capitalize on a powerful “people platform” approach. This is likely the biggest audience marketing innovation in 10 years.
Omnicom Media Group Asia-Pacific CEO Cheuk Chiang said:
This is truly groundbreaking for the region. The ability to more effectively target and reach consumers cross device is hugely powerful. Clients will enjoy immediate benefits from better targeting, cross device reach, frequency management and deeper demography insights across channels.
And Facebook Asia-Pacific agency-development lead Ben Buxton added:
Agencies are trusted advisors to their clients, so aligning and partnering with them is an obvious path forward for Atlas. Activating Atlas’ partnership with Omnicom Media Group gives the ability to scale the solution much more quickly to help marketers achieve success with people-based and cross-device marketing.