Facebook Inc. (FB) is able to track its 1.3 billion users on desktop computers, mobile devices and other websites. Now, advertisers will be able to do the same, using the social-networking service’s data.
The technology, called “people-based marketing,” is the main feature of Facebook’s revamped Atlas ad server that will be shown to marketers this week in New York. Advertisers will be able to measure how often an individual -- whose identities are kept anonymous -- sees their ads, no matter what device they’re using, and tailor promotions based on the information.
As people expand their Internet activity to include mobile phones and applications, advertisers are seeking better ways to target them and make sure that the right promotions are reaching the right people. Atlas gets data from what people reveal on the social network, and from the other sites where they log in using their Facebook credentials. It’s an improvement compared with the “cookies” that track activity within a single Web browser.
“There is just a huge shift to mobile and we’re capitalizing on it by offering personalized marketing,” Facebook Chief Operating Officer Sheryl Sandberg said in an interview. “Facebook has been built around people and focused on people since day one.”
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