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.
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.
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