Facebook Inc (NASDAQ FB) is setting new milestones in the ad world, but not every brand partner is getting the same treatment, says a report from Adweek. Some are worried that they will not get access to Facebook Inc’s developed platform and that a only few will reap the benefits.
Facebook might have granted access to Atlas to only a few marketers, which is starting to concern those who were left out. The largest social networking site is developing its mobile advertising infrastructure in a similar way as done by search engine giant Google over a decade ago.
Facebook recently launched an ad server following its ad network, along with developing a video-ad platform from its purchase of Live Rail. Facebook Inc (NASDAQ FB)’s ads offering are primarily popular due to its massive user base of 1.3 billion, which helps the company collect huge amounts of knowledge and data.
Facebook Inc: Atlas Shrugs Off Other Brands
The company allowed only a few marketing partners to use the information during the September launch of the Atlas ad server. Some significant names were Omnicom Media Group, SalesForce and Shift, while many longtime partners of Facebook were missing on the list.
To the privileged ones, the company revealed firsthand information on connecting to the new Atlas ad server, enabling them to use Facebook Inc (NASDAQ FB)’s data to target and measure their ad campaigns. Other advertising technology partners were given details about Atlas only after the launch.
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Facebook Inc (NASDAQ FB) Business News
An industry source familiar with the Atlas launch told Adweek that a special recognition to these big marketing partners was given due to their budget size. It said, “Of course there’s a hierarchy,” and added, “It’s about money.” This might be the probable reason for including a company like Omnicom, which is capable of driving millions of dollars for Facebook.
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